Research on Design Decisions of Customer Value in a Cross-Cultural Context

Abstract

With the accelerating pace of globalization, enterprises are facing severe challenges in the complex and ever-changing market environment. Product design innovation has become an important driving factor for enhancing the competitiveness of enterprises. This study focuses on the multi-level relationships among design innovation, design value, and customer value, and explores the moderating impact of cultural differences on their action paths. Through experimental studies in four countries with vastly different cultural backgrounds, namely Germany, Brazil, Japan, and the United States, it reveals the significant impacts of design innovation dimensions such as aesthetics, features, and emotions on humanistic design value and technical design value respectively, as well as the specific paths through which design value further affects product-related, service-related, and promotion-related customer values. The research indicates that different cultural backgrounds significantly moderate the intensity of the effects of various design innovation dimensions on design value. Meanwhile, cultural differences have an important influence on the transmission relationship between design value and customer value. This study provides theoretical support and practical guidance for enterprises to optimize product design and marketing strategies in the global market, especially demonstrating the unique mechanism of action of design innovation in the context of cross-culture.