Research on interpersonal design guided by the mos

  • Detail

Satisfaction oriented interpersonal design research

Abstract consumer behavior research is an important support system for industrial design research, but now most of the research in the field of industrial design basically remains in the narrow sense of humanized design, that is, the discussion of the relationship between products and people, and the focus of attention is the micro human-computer interface, which is not comprehensive. This paper takes satisfaction as the core, puts forward the three levels of humanistic design concept from the perspective of consumer satisfaction, and further puts forward the concept of interpersonal design, trying to re-examine the concept of products, explore the connotation of products, and guide design from a new perspective from the perspective of communication between consumers, relying on the interpersonal satisfaction experienced by products as a medium

keywords consumer satisfaction; Interpersonal design; Humanism; Product

1 the concept and connotation of satisfaction

1.1 the concept of satisfaction

Philip Kotler, an internationally renowned marketing master, pointed out: "satisfaction refers to the sensory state formed by a person by comparing the perceptible effect of a product and service with its expected value. [3]" consumer satisfaction refers to the degree of consistency between the final performance of the goods and services provided by an enterprise and the expectations and requirements of consumers, Correspondingly, there are a series of different levels of satisfaction. Customer satisfaction index, or CSI for short, is also known as consumer attitude index in consumer psychology. The purpose of obtaining consumer satisfaction is to change or improve the attitude index of consumers towards products or services. In short, it is expressed by a formula:

satisfaction = product performance - consumer expectations. [2]

1.2 there are three levels of consumer satisfaction

material satisfaction level - refers to consumer satisfaction with the product itself, including product quality, function, appearance, packaging, etc. Material satisfaction is the cornerstone of consumer satisfaction. If the product itself does not have excellent quality, unique appeal points and attractive appearance, it is impossible to satisfy consumers

spiritual satisfaction level refers to the spiritual pleasure experienced by consumers in the process of purchase and use. Specifically, it refers to the impact of the business services in the sales process, the services promised by the manufacturers in the products on consumers, and the degree of spiritual pleasure caused by the products in the use process. Spiritual satisfaction is reflected in all stages of the product life cycle. Therefore, only doing well in the material level of the product cannot make consumers feel really satisfied. In all stages of the product life cycle, different service means must be adopted to make the product full of human feelings, so that consumers can truly accept the product

social satisfaction level - this satisfaction level is no longer limited to the business product consumer model. It is oriented to the whole society and requires that the business activities of enterprises are not only limited to the target consumer groups, but also take into account the needs conducive to the development of social civilization, human environment, survival and progress. Products are not only to bring benefits to the target consumer groups, but also the impact of a new relationship between people brought by new products, which requires enterprises to predict

2 satisfaction oriented overall product concept

early product concept refers to the material level of products. Modern marketing believes that products include not only products in the sense of material level

, but also services in the sense of non-material level. To examine the product concept from the perspective of consumer satisfaction, in addition to the above attributes, it should also include the interpersonal requirements of the product (see Figure 1)

Figure 1 satisfaction oriented overall product concept [1]

first of all, products should really meet the needs of consumers. If there is no need, there will be no products. Product quality is the core element of product attributes, including product applicability, reliability, realization and cost performance. Applicability refers to the degree to which a product is suitable for use, and the standard of applicability is mainly the satisfaction of consumers. Reliability refers to the degree of safety satisfaction of a product in normal use. The degree of realization refers to the degree that the experimental speed of the product function meets the requirements of the current domestic experimental speed of all conventional metal and non-metallic materials. Usually, product functions are affected by various factors and cannot be fully played. The more they are realized, the more successful the product is in positioning and function realization. Cost performance ratio refers to the ratio of the performance that a product can provide to its sales price level. Consumers often use cost performance to evaluate the quality of a product. Therefore, when developing products, enterprises should pay attention to improving the cost performance of products, not just blindly improving the absolute quality of products

carrier refers to the external manifestation of the product. Any function must be expressed in a certain form, so the carrier is the material form in which quality can be achieved. It includes the material basis, symbolism and expressiveness of products. Material basis refers to the material and structure of products, which determine the use of products and play a key role in the realization of functions. Symbolism and expressiveness mainly refer to whether the appearance of the product is aesthetic, whether the function can be reasonably expressed, and whether it can be coordinated with the surrounding environment

brand image refers to the VI part of the external image of the product and the internal brand competitiveness. It includes product identification, packaging, brand publicity and the overall image of the enterprise. Brand image is the overall impression of consumers on products. It has the most direct impact on the overall number of buyers of products, and it is also the primary information for consumers to understand products. Therefore, establishing a good brand image has a long-term and stable impact on the growth of enterprises and product sales

because the product is user-friendly, consumers will have close contact with the product all the time, so the most concerned focus in the internal attributes of the product is the humanization factor of the product

products include not only tangible objects, but also intangible services and a relationship between people formed by the flow of products among people. For example, the information and decision-making provided by consulting companies to each other, the child care work provided by kindergartens, the tour guide service provided by tourism companies, and the convenience and quickness of the information age enjoyed by people in checking information and chatting, etc. Although they do not create tangible products, the services they provide also meet people's needs, so they all belong to intangible service products. Service is the focus of contemporary enterprise competition. It must be provided by enterprises. Because it is not a materialized part of products, it cannot be condensed in the internal attributes of products. In service design, the most important point is to carry out the humanized design of services

there is a classic research result in the academic community. An dissatisfied consumer will tell at least 11 other people about his unhappy shopping experience and product experience, and some people will even tell more people. Among these 11 people, each of them will tell the other 5 people on average. This research shows at least two problems, one is that we can't wait to improve the service quality and content, and the other is that interpersonal communication will have a significant, far-reaching and even fatal impact on product sales and corporate image

in the interpersonal concept of design, products only appear as a symbol or medium. French sociologist Jean Baudrillard believes in his critique of symbolic political economy that commodities have symbolic value in addition to use value and exchange value. Use value represents the utility of commodities, exchange value represents the equivalent exchange relationship of commodities, and symbolic value represents the differences between commodities. And Jean Baudrillard believes that this symbolic value has become the most important thing in modern society. Symbols are owned by actors of this or that social class, and the realization of their use function is only the materialization of symbols

3 research on interpersonal design of products

3.1 interpersonal design is a new improvement of humanistic design concept

when goods are really used, they are out of the control of manufacturers and merchants. At this time, products often form an interactive relationship between consumers, forming the most direct contact and communication between consumers. At this time, the biggest function of the product is its media function, which produces a new interpersonal cognition and interpersonal communication. This new interpersonal relationship often represents a new way of life. If the communication cannot be carried out well in this important part of the product process, the satisfaction of consumers will be greatly reduced, and the operation of the whole product will fall short, thus affecting the future sales situation. Nowadays, China's social system has gradually moved from a production-oriented society to a consumption-oriented society. The biggest difference between the two is that the former is that the whole society is in a situation of supply exceeding demand, and is dominated by manufacturers; The latter situation is that the supply of social goods exceeds the demand, which is dominated by consumers. In today's increasingly homogeneous products, it is often impossible to maintain a long-term lead in function. We can often see that when a product with advanced functions sells well in the market, counterfeiters will follow up in a very short time. At this time, the functional differences between goods are less obvious. Nowadays, there is no commodity that can be purchased only considering its purpose without making a choice. The importance of the functional role of commodities is gradually declining, while the role of non functional factors is gradually rising. Jean Baudrillard believes that "consumption" in modern society has a specific meaning. It is no longer a commodity circulation and possession link corresponding to production, but a "dynamic relationship structure". What is used by consumption is not only the goods themselves, but also the groups around consumers and the world around them. Therefore, whether as an enterprise or as a designer, we should take this level into account. When designing, we should fully consider the non-material functions of products. As an object of social existence and a medium of communication, products not only affect users, but also the people and the world around users. Let products form a positive and benign interaction between consumers. 5 Thermocouple: insulated nickel chromium armor Φ 3mm dynamic relationship, forming interpersonal satisfaction around users, which is also the real concern of interpersonal design

Figure 2 the expansion of humanistic design concept [1]

as shown in Figure 2, the interpersonal design concept is actually an embodiment of humanistic design concept. It is a continuation and development of humanized design. Together with humanized design, it forms three levels of humanistic design concept from the inside to the outside. In humanized design, as a designer, the main consideration is the coordinated relationship between the shape and function of products and people, and the main consideration is the amenity of products. Its theoretical basis is mainly ergonomics, which is characterized by an interactive relationship between consumers and products. In humanized design, enterprises and businesses are required to provide human services, provide comfort and convenience to consumers everywhere, so as to achieve the purpose of "win-win" and finally achieve customer loyalty. Its characteristic is to form a mutual relationship between enterprises and consumers

Copyright © 2011 JIN SHI