The role of design innovation in understanding purchase behavior of augmented products
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Augmented products deliver additional functional and affective values to consumers and add to growing sales for companies. Specifically, we study what role design innovation plays in the context of augmented products and how it leads to perceived value and purchase intention using the theory of planned behavior.
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Explanation:
▶Preference and value elicitation for innovative products..... play an important role in the decision making....They contribute to the understanding customer.✔
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