IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v99y2019icp354-362.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829631730365X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.09.047?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Joonheui Bae & Dong-Mo Koo & Pekka Mattila, 2016. "Affective motives to play online games," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(2), pages 174-184, March.
    3. Sang Jin Kim & Kyung Hoon Kim & Chang Han Lee, 2016. "Role of user-created programs in online game consumer behavior," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 217-226, June.
    4. Sang-Lin Han & T.P. Thao Nguyen & V. Anh Nguyen, 2016. "Antecedents of intention and usage toward customers’ mobile commerce: Evidence in Vietnam," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(2), pages 129-151, March.
    5. Im, Subin & Bhat, Subodh & Lee, Yikuan, 2015. "Consumer perceptions of product creativity, coolness, value and attitude," Journal of Business Research, Elsevier, vol. 68(1), pages 166-172.
    6. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    7. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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).
    2. 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.
    3. 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.
    4. 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.
    5. Bui Quang Hung & Trinh Thuy Anh & Nguyen Thi Thu Thao & Nguyen Pham Kien Minh, 2020. "The effects of firm’s innovation on customer’s loyalty: A case study of Saigon COOP," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 10(1), pages 82-100.
    6. 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.
    7. Kunyoung Hong & Boyoung Kim, 2020. "Organizational Resource and Innovativeness to Sustainable Design Outsourcing Service," Sustainability, MDPI, vol. 12(13), pages 1-16, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. An, Myoung-a & Han, Sang-Lin, 2020. "Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment," Journal of Business Research, Elsevier, vol. 120(C), pages 389-397.
    2. Abu Farha, Allam K. & El Hedhli, Kamel & Alnawas, Ibrahim & Zourrig, Haithem & Becheur, Imene, 2024. "Drivers and outcomes of a shopper-retailer's app relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    4. Yuhan Ge & Qing Yuan & Yaxi Wang & Keunsoo Park, 2021. "The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai, China," Sustainability, MDPI, vol. 13(15), pages 1-19, August.
    5. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    6. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    7. Christine Gonzalez & Élodie Huré & Karine Picot-Coupey, 2013. "Mobile application value for consumers," Economics Working Paper Archive (University of Rennes & University of Caen) 201340, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    8. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    9. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    10. Činjarević Merima & Kožo Amra & Berberović Denis, 2019. "Sharing is Caring, and Millennials Do Care: Collaborative Consumption through the Eyes of Internet Generation," South East European Journal of Economics and Business, Sciendo, vol. 14(1), pages 49-60, June.
    11. Bahtýþen Kavak & Canan Eryiðit & Öznur Özkan Tektaþ & Pýnar Baþgöze, 2010. "Effects Of Hedonic - Utilitarian Motives And Life Style On Attitudinal-Behavioral Loyalty," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 21-40.
    12. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    13. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    15. Katarzyna Żyminkowska, 2018. "Hedonic and Utilitarian Drivers of Customer Engagement," Central European Business Review, Prague University of Economics and Business, vol. 2018(4), pages 15-33.
    16. Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2021. "A matter of value? Predicting channel preference and multichannel behaviors in retail," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    17. Chakraborty, Debarun & Paul, Justin, 2023. "Healthcare apps’ purchase intention: A consumption values perspective," Technovation, Elsevier, vol. 120(C).
    18. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    19. Changpeng Shao & Sen Lin, 2024. "Do psychological costs matter? The mechanism of perceived value on green consumption behaviour," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    20. Ana Isabel Polo Peña & Dolores María Frías Jamilena & Miguel Ángel Rodríguez Molina, 2017. "The effects of perceived value on loyalty: the moderating effect of market orientation adoption," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 93-116, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:354-362. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.