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عنوان فارسی مقاله:
ادراک طراحی مبتنی بر مشخصه و رابطه مصرف کننده با نام تجاری: نقش تخصص کاربر
عنوان انگلیسی مقاله:
Attribute-based design perceptions and consumer-brand relationship: Role of user expertise
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
4. User experience and brand equity
Customer experience derives its meaning from the larger concept of customer value and is a customer's perception based upon interactions “involving either direct usage or distanced appreciation of goods and services” (Hansen and Christensen, 2003, p. 390). Based on Holbrook's (2002) typology, three values measuring user experience emerge — usability, social value and usage pleasure. Nielsen (1994)defines usability through efficiency, learnability, memorability, errors and satisfaction and represents a broader construct integrating perceived ease of use (PEOU) and perceived usefulness (PU), discussed well in literature as a measure of utilitarian value (Kumar and Noble, 2016; Sheng and Teo, 2012). Usability has always been studied for information systems with its quality as a core requisite of satisfaction from consumption experiences (Jordan, 1998). Next, representing sociability benefit (Leung and Wei, 2000), social value accrues to the user because of possession of a particular product (Kumar and Noble, 2016; Sheth, Newman, and Gross, 1991). Through novel designs, products portray peoples' values and personality and helps showcase users' social status (Jung et al., 2014). Ownership of fashion products is an aftermath of the motivation for seeking social identity along with socio-psychological benefits, implying importance of this value shaping overall experience (Petruzzellis, 2010). Finally, pleasure in use forms the third important experiential value and is referred to as soft functionality of a product representing hedonic value that defines emotional relationship of a user with a product (McDonagh-Philp and Lebbon, 2000). A product's capability to create affect for the consumer has received tremendous attention in literature, specially design literature, and has seen manifestation of emotion in various forms — experiential needs (Holbrook and Hirschman, 1982), affective responses (Derbaix and Pham, 1991), and pleasure (Jordan, 2000). Sweeney and Soutar (2001) contend that these three value dimensions don't exist independently as hedonic and utilitarian components of attitude have a two-way causal relationship. Also, Holbrook's (2002) framework is conceptualized such that different experiential values exist simultaneously and the only variation lies in the degree of existence of each. For this work, hence, user experience is conceptualized as a higher order construct reflecting usability, social value and usage pleasure.
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کلمات کلیدی:
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