제품의 디자인 전형성과 조화성에 대한 소비자 반응 연구

다국어 초록 (Multilingual Abstract)

With little difference in the functionality of the product, the importance of product design has been emphasized more and more. Among the many design elements, typicality and unity have been considered as important element to highlight products' design. 'Typicality' is the degree to which an object is representative of a category. 'Unity' is the degree to which an object is composed in the meaningful or harmonious way.
In this study, I investigated how the level of typicality and unity of product design affects consumers' emotional and behavioral response. Although there are existing studies for design principles, there have been few studies that analyzed consumers' continuative processing from emotion to preference and purchasing intention. The current study focused on the flow of consumers' mind in response to typicality and unity.
Prior to the experiment, 6 different types of stimuli were made, with typicality level(h/m/l) and unity level(h/l). In the main experiment, participants viewed 6 stimuli presented randomly on the monitor screen and rated their feeling('bored', 'calm', 'pleased', 'relieved'), preference and purchase intention for each product using a 7-point Likert scale.
Results showed that the more a product is typical, the more people feel relieved and bored. And when people view an atypical product, they feel anxious and pleasant at the same time. Similarly, the more a product is unified, the more people feel relieved and bored. And when people see disunified product, they feel more anxious. Besides, participants liked unified product more than disunified product, showing more purchase intention when the level of unity was high than when low. But the effect of typicality was not significant.
Consequently, people preferred unified design to disunified design. Also people showed positive emotion and negative emotion response at the same time. This study testified aesthetic tendency of people.

목차 (Table of Contents)

• I. 서론...1
• II. 이론적 배경...3
• 1. 디자인의 전형성...6
• 2. 디자인의 조화성...10
• 3. 디자인에 대한 소비자 반응...13
• III. 연구 목적 및 연구 문제
• 1. 연구 목적...16
• 2. 연구 문제 및 가설...17
• IV. 연구 방법
• 1. 사전 조사...22
• 2. 본 연구...30
• V. 연구결과
• 1. 측정도구의 신뢰도 분석과 조작 검증...35
• 2. 정서의 요인분석...40
• 3. 디자인 전형성이 소비자 반응에 미치는 영향...42
• 4. 디자인 조화성이 소비자 반응에 미치는 영향...42
• 5. 디자인 전형성과 디자인 조화성의 상호작용 효과...43
• VI. 결론 및 논의...52
• 부록 : 실험 측정문항...56
• 참고문헌...58
• Abstract...62