摘要
作为技术推动和市场拉动之外的第三种创新驱动力,设计驱动对于破坏性创新的影响却尚未得到现有研究的重视。论文在设计驱动视角下构建了破坏性创新的美学设计、主流功能设计和次要功能设计对消费者感知和购买意愿的影响模型,并以国内五菱宏光等“客货两用”紧凑型MPV车型的潜在购买者作为研究对象开展问卷调查和实证分析。基于PLS-SEM的分析结果显示,破坏性创新的三个设计维度对于消费者的经济性感知、有用性感知和易用性感知均具有显著的正向影响,而三类顾客感知则会进一步正向作用于顾客购买意愿;美学设计和次要功能设计对于顾客购买意愿既有直接影响,又会通过顾客感知对其产生间接作用,而主要功能设计则要完全通过顾客感知来对顾客购买意愿产生影响。研究结论厘清了破坏性创新的不同设计维度对于顾客感知和购买意愿的作用机理,对于破坏性创新的理论演进和国内企业在“双循环”新发展格局下扎根国内市场实现创新突围具有重要意义。
Over the past two decades,the theory of disruptive innovation has become one of the most impactful theories in management research.At the same time,the influence of design on innovation and the value of design thinking as a useful tool for innovation have been recognized by both business and consumers.Although design has been acknowledged as the third driving force of innovation besides technology-push and marketing-pull,the impact of product design on disruptive innovation bas not been addressed in previous literature.Disruptive innovation enables a new set of product features varying from those associated with mainstream technologies and focuses on serving low-end segments or non-consumers that value their new kinds of attributes.Consumers select disruptive innovations because of their lower price and the secondary functionality in technical dimensions like ease of use,portable and convenience.Thus,during the proceed of disruptive innovation,design and design thinking plays a critical role to integrate niche market consumers demands and secondary functionality features.Drawing from the perspective of disruptive innovation and design-driven innovation,this research conceptualizes design of disruptive innovation design being composed of three distinct product-level dimensions:aesthetics,primary functionality and secondary functionality.Aesthetics design incorporates specific aesthetic features of a product into a visual whole to appeal to,and please,human senses.Primary functionality highlights the primary performance in technical dimensions,which typically results in better quality and higher cost.The sustaining improvement of primary functionality has the hazard of causing over-satisfied consumers and provide opportunity to disruptive innovation.It is possible that the over-satisfied consumers by traditional products will switch to the disruptive innovation because secondary functionality dimensions.Besides,because the secondary functionality dimension is usually cheaper,simpler,more comfortable or more reliabl
作者
薛捷
XUE Jie(Department of Management Science,South China Normal University,Guangzhou 510006,China)
出处
《科学学研究》
CSSCI
CSCD
北大核心
2022年第5期950-960,共11页
Studies in Science of Science
基金
国家社会科学基金资助项目(17BGL039)
关键词
美学设计
主流功能设计
次要功能设计
顾客感知
购买意愿
破坏性创新
aesthetic design
primary functionality design
secondary functionality design
consumer perceptions
purchase intention
disruptive innovation
