A Study on the Values of Design Industry from the Perspectives of Consumers´ Perceived Quality, Perceived Risks, and Willingness to Pay by Citing Examples from Accessory Design

The academic contribution of this study is the use of contingent valuation method (CVM) in open-ended interviewing to validate the design value through perceived quality and perceived risk. This perspective was used to empirically quantify the consumers´ willingness to pay for designer accessories. The research conclusion is that people who value designer content for accessories are willing to pay an additional NTD 1,491 for accessories created by creative designers, which also improves perceived product quality and reduces the perceived risk of accessory products.