Abstract: Although design has been acknowledged as the third driving force of innovation besides technology-push and marketing-pull, the impact of product design on disruptive innovation bas not been addressed in previous literature. Drawing from the perspective of disruptive innovation and design-driven innovation, this research conceptualizes design of disruptive innovation design being composed of three distinct product-level dimensions: aesthetics, primary functionality and secondary functionality. Further, the article examines the impact of these design dimensions on consumers’ perceptions and purchase intention. Empirical results using data surveyed 307 potential customers in China’s passenger and cargo dual-purpose utility vehicle industry reveal significant influences of the three design dimensions on consumer perceptions of usefulness, ease of use and cost-effectiveness, and three consumer perceptions further have significant impacts on purchase intention. Moreover, the aesthetic dimension and secondary functionality dimension of design have both indirect and direct impacts on consumer purchase intention, whereas primary functionality dimension has to influence on purchase intention totally through consumer perceptions. These results have important implications for academic researchers and managers.

摘要： 作为技术推动和市场拉动之外的第三种创新驱动力，设计驱动对于破坏性创新的影响却尚未得到现有研究的重视。论文在设计驱动视角下构建了破坏性创新的美学设计、主流功能设计和次要功能设计对消费者感知和购买意愿的影响模型，并以国内五菱宏光等“客货两用”紧凑型MPV车型的潜在购买者作为研究对象开展问卷调查和实证分析。基于PLS-SEM的分析结果显示，破坏性创新的三个设计维度对于消费者的经济性感知、有用性感知和易用性感知均具有显著的正向影响，而三类顾客感知则会进一步正向作用于顾客购买意愿；美学设计和次要功能设计对于顾客购买意愿既有直接影响，又会通过顾客感知对其产生间接作用，而主要功能设计则要完全通过顾客感知来对顾客购买意愿产生影响。研究结论厘清了破坏性创新的不同设计维度对于顾客感知和购买意愿的作用机理，对于破坏性创新的理论演进和国内企业在“双循环”新发展格局下扎根国内市场实现创新突围具有重要意义。