新產品設計的成功對於企業維持其競爭優勢扮演著相當重要的角色，而如何讓消費者接受與認同企業所推出之新產品，成為行銷人員一項關鍵的議題之一。
新產品設計的重要性在文獻中已經被廣泛的討論，但在觀念的建構上較缺乏一致性之看法，直到2015年Homburg等學者透過廣泛文獻回顧和實證分析，說明新產品設計應包含美學、功能及象徵三大構面，並指出新產品設計能有效提升消費者對品牌的態度。但回顧此研究及其相關文獻中，則較少探討良好新產品設計對品牌態度或行為影響的背後心理機制，而較聚焦於其直接影響效果。因此，本研究模型為「新產品設計 ─ 心理回應 ─ 品牌忠誠度」，新產品設計能夠透過心理回應進而提升消費者對於品牌忠誠度之影響，而品牌忠誠度又可分為態度忠誠度與行為忠誠度。
在模型實證部分，本研究透過問卷發放進行量化分析。發現新產品設計透過消費者的認知回應與情感回應，皆能有效提升其態度忠誠度及行為忠誠度。因此，本研究提供新產品開發的管理者更深入了解良好的新產品設計能創造較佳的品牌忠誠度。並提供國內學者新產品設計對於消費者心理管理與品牌形象之學理應用上的參考價值。
A successful new product design plays an important role in an enterprise’s keeping its competitive advantage. The way for gaining the customer’s acceptance and recogni-tion of the enterprise’s new product is the one of the crucial issue to marketing person-nel.
Although the importance of new product design were widely discussed in the liter-ature, the construction of conception lacks the unity until in 2015, Homburg and other scholars, by wide literature survey and empirical analysis, pointed out that new product design should contain aesthetics, functionality and symbolism and it has the ability to effectively raise the customer’s attitude to the brand. However, related studies and liter-atures mainly focused on the excellent product design’s direct influence and result, ra-ther than its mental mechanism to the brand attitude and behavioral implications. Therefore, the model of “Product Form-Psychological Response-Behavioral Response” will be taken as the research foundation and develops into research model, which is specifically “New Product Design-Psychological Response- Brand Loyalty”. In other words, new product design is able to raise customers’ influence on brand loyalty by psychological response (cognitive response and affective response). In this study, brand loyalty divided into attitudinal loyalty and behavioral loyalty.
