Consumers' Preference for User-Designed Versus Designer-Designed Products: The Moderating Role of Power Distance Belief

49 Pages Posted: 21 Nov 2017

See all articles by Xiaobing Song

Xiaobing Song

Dalian University of Technology

Yinlong Zhang

University of Texas at San Antonio

Vikas Mittal

Rice University

Date Written: November 19, 2017

Abstract

Anecdotal evidence and extant research show that consumers can prefer both user-designed and designer-designed products. Yet, conditions that moderate such preferences are not well understood. We posit power distance belief (PDB) as a moderator arguing that low-PDB consumers prefer user-designed to designer-designed products because they identify more with user-driven companies. In contrast, high-PDB consumers prefer designer-designed to user-designed products due to these consumers’ stronger trust in designer-driven companies. Five studies examining power distance at both the country and individual levels provide convergent support for the proposed moderating effect of PDB. Further, we show that this effect is differentially mediated via trust or identification for designer-designed versus user-designed products.

Keywords: Power Distance Belief, User Design, Customer Empowerment, Identification, Trust, Consumer Preferences, Purchase Intention

Suggested Citation

Song, Xiaobing and Zhang, Yinlong and Mittal, Vikas, Consumers' Preference for User-Designed Versus Designer-Designed Products: The Moderating Role of Power Distance Belief (November 19, 2017). Available at SSRN: https://ssrn.com/abstract=3074078 or http://dx.doi.org/10.2139/ssrn.3074078

Xiaobing Song

Dalian University of Technology ( email )

Huiying Rd
DaLian, LiaoNing, Liaoning 116024
China

Yinlong Zhang

University of Texas at San Antonio ( email )

One UTSA Circle
San Antonio, TX 78249
United States

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

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