업사이클링 제품을 활용한 인테리어 디자인이 구매 의도와 브랜드 충성도에 미치는 특성 요인 연구 = A Study on the Characteristics of Interior Design Using Upcycled Products and Their Effects on Purchase Intention and Brand Loyalty

다국어 초록 (Multilingual Abstract)

The primary objective of this study is to explore the characteristics of upcycled interior design that influence consumers' purchase intention and brand loyalty, and to propose practical improvement strategies for the industry. This research is expected to contribute to the industry by providing a structural blueprint for architecture and interior design, and by establishing a solid theoretical foundation in this underdeveloped research area.
Based on prior research, the antecedents influencing brand attitude, purchase intention, and brand loyalty were adopted: sustainable value (Environmental, Economic, Social), functional value (Usability, Quality, Convenience), and emotional value (Aesthetics, Sentiment, Scarcity).
The study empirically analyzed a sample of 145 general consumers interested in or experienced with interior design utilizing upcycled products. Structural Equation Modeling (SEM) was employed using Smart PLS 4.0 to validate the proposed model.
The results of this study are as follows:
First, the hypothesis that sustainable value would have a significant effect on brand attitude was partially accepted. Second, the hypothesis that functional value would have a significant effect on brand attitude was partially accepted. Third, the hypothesis that emotional value would have a significant effect on brand attitude was accepted. Fourth, the hypothesis that brand attitude would have a significant effect on purchase intention was accepted. Fifth, the hypothesis that brand attitude would have a significant effect on brand loyalty was accepted.
The implications of this study are as follows:
First, it theoretically re-established that the perception of environmental value is the most critical antecedent factor in the research concerning upcycled products. Second, it concretely theorized that consumers primarily value reliable quality and ease of use (convenience) when proceeding with interior design using upcycled products. Third, it verified that brand attitude plays a strong mediating role between the variables and contributes to solidifying the relationship between them.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1.1 연구배경 1
• 1.2 연구목적 4
• 1.3 연구방법 6
• 1.4 연구구성 7
• Ⅱ. 이론적 배경 9
• 2.1 인테리어 디자인의 특성 9
• 2.2 지속적 가치의 구성요인 17
• 2.3 기능적 가치의 구성요인 23
• 2.4 정서적 가치의 구성요인 30
• 2.5 브랜드 태도 38
• 2.6 구매의도 42
• 2.7 브랜드 충성도 46
• Ⅲ. 연구방법 50
• 3.1 연구모형 50
• 3.2 연구가설 55
• 3.3 변수의 조작적 정의 62
• Ⅳ. 연구결과 72
• 4.1 표본특성 및 기술통계분석 72
• 4.2 자료의 분석방법 79
• 4.3 신뢰성·타당성·상관관계 분석 80
• 4.4 구조모형의 검증 85
• Ⅴ. 결 론 95
• 5.1 연구결과의 요약 95
• 5.2 연구의 시사점 98
• 5.3 연구의 한계점 및 향후 연구방향 100