The Importance of an Innovative Product Design on Customer Behavior: Development and Validation of a Scale

The importance of innovative product design ( IPD ) has increased in recent years because customers' decision‐making factors have changed from product price to product design. However, a definition and measurement of IPD have not been developed adequately. Building on the customer perspective, this study defines IPD and develops its standard measurement with three product design attributes: aesthetics, features, and ergonomics. Results of the empirical test indicate strong evidence for the reliability and validity of the measurement. Overall, this study shows that our measurement captures unique customer perceptions on product innovativeness from the product design. Additionally, theoretical and practical implications are discussed.