Design awareness and purchase intention: an item response theory approach

Purpose The purpose of this paper is to evaluate the effect of design awareness on consumers’ purchase intention. Design/methodology/approach The experiment consisted of showing a new beer package design to 185 participants who evaluated it using a self‐administered questionnaire. Findings Using an Item Response Theory approach, results show that there are two dimensions of consumer design awareness: basic design and differential design. These findings are, to some extent, consistent with the theoretical discussion within design literature. Moreover, a multiple regression model estimates the effect of both dimensions on consumers’ purchase intention, and the paper concludes that both dimensions have a similar effect (p<0.05). The sign of the effects are consistent with the theoretical discussion. Practical implications The design of new products must consider attributes associated to the basic and practical use of a product as well as those attributes that mark a comparative difference in the product cate...

• Autores: Arboleda Arango, Ana María; Alonso Cifuentes, Julio César
• Tipo de recurso: Article of investigation
• Fecha de publicación: 2014
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: eng
• OAI Identifier: oai:repository.icesi.edu.co:10906/78748
• Acceso en línea: http://dx.doi.org/10.1108/ARLA-08-2013-0112; http://nebulosa.icesi.edu.co:2149/doi/full/10.1108/ARLA-08-2013-0112; http://www.emeraldgrouppublishing.com/products/journals/journals.htm?id=arla; http://hdl.handle.net/10906/78748
• Palabra clave: Modelo de Rasch; Diseño; Consumidores; Economía; Negocios y management; Economics; Business
• Rights: openAccess
• License: https://creativecommons.org/licenses/by-nc-nd/4.0/