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| The Influence of Design-driven Intelligent Product Innovation, Perceived Emotion and Word-of-mouth Communication from the Perspective of Context |
| Lai Hongbo,Yang Zichan |
| (School of Management, University of Shanghai for Science and Technology, Shanghai 200093, China) |
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Abstract The development of information technology has made data information an important tool for exploring users' real needs in today's society, and various consumption contexts composed of data information are more important paths to identifying user demand. Intelligent products, as the core components of context, will innovate under the guidance of context theory to better meet user needs. The single technology-driven innovation model is no longer suitable for the needs of product innovation in today's era. While design, as an important innovation driving force in today's era, is receiving more and more attention from researchers. Therefore, the driving effect of design on intelligent product innovation should also be given more attention. The perceived emotions generated by consumers towards products can more finely display consumer preferences, and word-of-mouth communication which is an important component of consumer behavior, can better reflect consumers' acceptance of products. Thus, this article chooses to study the relationship between intelligent products under design-driven innovation, perceived emotions, and word-of-mouth communication under the guidance of the perspective of context to fill the gap in related research fields.#br#This article first summarizes the relevant definitions and composition of context and proves that intelligent products play an important role in contexts. The context should be composed of five major elements: intelligent products, big data, mobile apps, sensors, and positioning systems. Second, it conducts a literature review and induction of design-driven product innovation. On the one hand, the important driving role of design in product innovation is clarified; on the other hand, it is determined that research should start with the three dimensions of design-driven innovation: aesthetics, semantics and interaction of intelligent products. Furthermore, by constructing a model of design-driven intelligent product innovation dimensions, perceived emotions, and word-of-mouth communication, it explores the relationship among the three dimensions of intelligent products and word-of-mouth communication, and focuses on the mediating role of customers' perceived emotions to analyze the innovation mechanism of intelligent products,while perceived emotions can be divided into two dimensions: "pleasure" and "arousal". Finally, it collects empirical analysis data through a questionnaire survey on the customers of intelligent products and tests the mediation effect through data analysis software.#br#The results show that the aesthetic, semantic and interactive dimensions of design-driven intelligent product innovation have significant positive effects on perceived emotion and word-of-mouth communication, and "pleasure" and "arousal" in perceived emotion play mediation roles between different design dimensions and word-of-mouth communication, which is reconfirmed in the further chain mediation effect test, and "pleasure" is proven to have a stronger mediation effect than "arousal". As a result, this article proposes three suggestions: first, the guiding role of context based thinking in intelligent product innovation, user-centeredness, and the differentiated needs of users in different contexts should be stressed; second, in product innovation, emphasis should be placed on bringing high comfort, rather than deliberately pursuing novelty and differentiation; third, the interactive experience of the products is also essential, because as the core function of intelligent products, the functional design of interactive functions will greatly affect the realization of context value.#br#In conclusion, the research contributions of this article mainly include the following points. It is pointed out firstly that the context theory is mainly divided into product contexts and media contexts, with intelligent products being an important component of product contexts. This result enhances researchers' attention to researching intelligent products, especially intelligent products in contexts, and provides clearer research ideas for conducting studies of contexts. Furthermore, it summarizes the constituent elements and characteristics of product contexts through research on previous literature and practical experience, which provides assistance in a more detailed exploration of the functions and innovation paths of each element in the product contexts. Lastly, the empirical analysis results provide new references for the production and design of intelligent products, assist in the successful implementation and application of intelligent technology, and provide stronger assistance for the realization of context value.#br#
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Received: 23 August 2022
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