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توضیحات

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مشخصات این مقاله :

عنوان مقاله :

Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products

ترجمه فارسی عنوان :

مشارکت مصرف کننده در طراحی و اجرای مراحل تولید : چگونگی تولید  و روابط بین ارزیابی مصرف کننده و محصولات

سال انتشار : 2014

متعلق به مجله یا ژورنال : نشریه بین المللی تحقیقات بازاریابی Intern. J. of Research in Marketing

فرمت: PDF

تعداد صفحات: 14

شماره پروژه: 5063


کلمات کلیدی :

Self-production, Do-it-yourself products, Co-creation, Self-design, Physical production, Person–object relationship

خود تولید، تولید خودتان است؟، شرکت ایجاد آن، خود طراحی، تولید فیزیکی، رابطه شی و فردی


چکیده  :

Abstract

Psychological responses of consumers to specific stages of self-production activities are investigated in four studies. Findings reveal that consumer participation in the realization stage (physical production) enhances affective commitment to the product. However, physical production without opportunity to express choice or creativity during the production process does not change the symbolic meaning of the product (how self-expressive it is) and, therefore, does not result in identification with the product. Participation during the design stage (input-specification) enhances identification, leading to affective commitment, which in turn enhances evaluation of the self-made product. Finally, engaging consumers in both the realization and design stages of the production process does not create value for consumers over and above the main effects created by a high level of participation in either stage.


مقدمه این مقاله :

 Introduction

Self-production in consumption, the active engagement in the creation of end products by consumers, is increasingly common as companies develop more ways for consumers to participate in the production process. It enhances not only the potential input of innovative ideas,but also the subjective valuation of one’s self-produced items. When consumers play an active role in the production of products, they come to overvalue their own creations (Norton, Mochon, & Ariely, 2012).Production consists of design (specification of input), realization(manufacturing, throughput), and use, according to the service systems perspective (Lengnick-Hall, 1996; Van Raaij & Pruyn, 1998). The present paper focuses on consumers’ participation in the design and realization stages of production. During the design stage, characteristics of the product or service (e.g., physical layout, design, quality) are decided on. During the realization stage, the actual creation and execution of the product or service take place. Consumers’ participation in selfproduction primarily takes place at the design stage (such as while designing a t-shirt on a website or kitchen layout for a new home) or the realization stage (such as while assembling furniture using stepby-step instructions or cooking using a dinner kit). In some instances, consumers engage in both steps of self-production, both designing and physically creating the product.The form of the self-production activities and the type of control consumers have over the products often vary between the design and realization stages. In the design stage, consumers engage in activities that require them to create, choose, or specify the form, layout, colors, and so on. They are mostly intellectually involved in the creation process and control the representational outcome as they specify the attributes. In the realization stage, consumers physically interact with the inputmaterials and exert physical effort to create the product. They exercise manual control and power over the product during its creation. Also, to the extent that consumers physically shape the product, they are exposed to haptic cues in the process. Given these differences in the nature of consumer participation in design versus realization stages of production, an important question is how consumers’ relationships with, and evaluation of, self-made products are differentially shaped during the two stages. Our present research distinguishes between the design and realization stages, which at a first glance, seem to overlap with Buechel and Janiszewski’s (2014) distinction between customization and physical assembly activities. However, there are key differences between our work and Buechel and Janiszewski’s studies.We focus on the specific effects of each type of the self-production process (design vs. realization) on person–object relationship and valuation of the completed endproduct.
In particular, we investigate the underlying mechanisms governing final product evaluation (i.e., identification and affective commitment) by fully separating and integrating the two different stages of self-production activities.


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توضیحات بیشتر در مورد پروژه :

در این مقاله خواهید خواند که چگونه پاسخ مصرف کنندگان از نظر روانی به مرحله خاصی از فعالیت های تولید خودرو تاثیر گذار است.  در نهایت درگیر شدن مصرف کنندگان در هر دو تحقیق و طراحی مراحل فرآیند تولید ، ارزشی را برای مصرف کنندگان ایجاد نمی کند.


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