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The Role of Design Innovation in Understanding Purchase Behavior of Augmented Products

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  • Kim, Sang Jin
  • Kim, Kyung Hoon
  • Choi, Jeonghye

Abstract

Augmented products deliver functional and affective value above and beyond core and expected products, and, in turn, help companies differentiate themselves from competitors and improve market performance. However, there is little to no research on augmented products and their impact on market outcomes. In this study, we focus on augmented products and aim to answer whether design innovation plays a role in their purchase. Specifically, we examine the links from design innovation to perceived value and purchase intention, and then investigate the difference in these links across consumer groups. The empirical findings show that design innovation helps improve perceived value, which also leads to greater purchase intention. However, there are substantial differences in these relationships across groups of consumers, especially between the group called frugal rationalists and the other groups who value hedonic design aspects. Finally, we discuss augmented products as a vehicle to advance related theories and improve managerial insights.

Suggested Citation

  • Kim, Sang Jin & Kim, Kyung Hoon & Choi, Jeonghye, 2019. "The Role of Design Innovation in Understanding Purchase Behavior of Augmented Products," Journal of Business Research, Elsevier, vol. 99(C), pages 354-362.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:354-362
    DOI: 10.1016/j.jbusres.2017.09.047
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    References listed on IDEAS

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    Cited by:

    1. Walid Simmou & Ibrahim Sameer & Khaled Hussainey & Samira Simmou, 2023. "Sociocultural factors and social entrepreneurial intention during the COVID-19 pandemic: Preliminary evidence from developing countries," International Entrepreneurship and Management Journal, Springer, vol. 19(3), pages 1177-1207, September.
    2. Gilal, Faheem Gul & Gilal, Naeem Gul & Shahid, Shadma & Gilal, Rukhsana Gul & Shah, Syed Mir Muhammad, 2022. "The role of product design in shaping masstige brand passion: A masstige theory perspective," Journal of Business Research, Elsevier, vol. 152(C), pages 487-504.
    3. Tsai, Pei-Hsuan & Chen, Chih-Jou, 2021. "Entertainment in retailing: Challenges and opportunities in the TV game console industry," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Yawen Fu & Hui’e Liang, 2022. "Sinicized Exploration of Sustainable Digital Fashion: Chinese Game Players’ Intention to Purchase Traditional Costume Skins," Sustainability, MDPI, vol. 14(13), pages 1-14, June.
    5. Elif Idemen & Ayse Banu Elmadag & Mehmet Okan, 2021. "A qualitative approach to designer as a product cue: proposed conceptual model of consumers perceptions and attitudes," Review of Managerial Science, Springer, vol. 15(5), pages 1281-1309, July.
    6. Kunyoung Hong & Boyoung Kim, 2020. "Organizational Resource and Innovativeness to Sustainable Design Outsourcing Service," Sustainability, MDPI, vol. 12(13), pages 1-16, June.

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