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<p>Since the beginning of the twenty-first century, minimalism has become a significant trend in human society and is present in all aspects of life, aesthetics, and advertising. As a new design style, minimalism is becoming popular worldwide and influences consumer behavior. Despite growing knowledge of how minimalism affects consumer decision-making, little is known about its impact on post-purchase behavior. However, post-consumer behavior deserves the attention of academics and entrepreneurs, and contributes significantly to secondary exposure and product sales; specifically, word-of-mouth (WOM) is an essential behavioral indicator in the sharing economy. Little research has shown whether minimalist design can impact consumers’ WOM-sharing behavior. In this study, we propose that compared with non-minimalist design, when exposed to minimalist design, consumers are more likely to engage in WOM. Perceived functional utility plays a mediating role in the effect of minimalist design on WOM sharing. Simultaneously, brand positioning moderates this mechanism. In particular, the effect of minimalist design on WOM engagement is reversed when the brand positioning is niche (vs. mass-market). The results contribute to the theoretical research on how product design affects post-purchase behavior.</p>

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Less is more: How minimalist design influences the sharing of word-of-mouth

  • 期刊论文

  • 发表日期：

    2025年6月18日

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  • Mingrui Song,
  • Ge Zhang

摘要

Since the beginning of the twenty-first century, minimalism has become a significant trend in human society and is present in all aspects of life, aesthetics, and advertising. As a new design style, minimalism is becoming popular worldwide and influences consumer behavior. Despite growing knowledge of how minimalism affects consumer decision-making, little is known about its impact on post-purchase behavior. However, post-consumer behavior deserves the attention of academics and entrepreneurs, and contributes significantly to secondary exposure and product sales; specifically, word-of-mouth (WOM) is an essential behavioral indicator in the sharing economy. Little research has shown whether minimalist design can impact consumers’ WOM-sharing behavior. In this study, we propose that compared with non-minimalist design, when exposed to minimalist design, consumers are more likely to engage in WOM. Perceived functional utility plays a mediating role in the effect of minimalist design on WOM sharing. Simultaneously, brand positioning moderates this mechanism. In particular, the effect of minimalist design on WOM engagement is reversed when the brand positioning is niche (vs. mass-market). The results contribute to the theoretical research on how product design affects post-purchase behavior.