심미적 디자인에 대한 감각포만의 발견: 감각포만의 개념화와 척도개발을 위한 탐색적 연구 = The Meaning of 'Satiety' in Aesthetic Designs: The Exploratory Study on Conceptualization and Scale Development of Satiety

다국어 초록 (Multilingual Abstract)

Aesthetic design in a important issue in marketing environment. However, Repeated exposure to aesthetic design produces stimulus satiety. We define sensory satiety as the drop in enjoyment with repeated aesthetic design. This research uses satiety theory to build the theoretical groundwork for sensory satiety and reports two studies conducted to measure and validate. The empirical results can be summarized as follows. Study 1 constructs a sensory satiety scale that includes three dimensions: satiation, sensory fatigue, and accustomedness. Study 2 shows that the scale is relable and valid, and distinct from aesthetic experience. Based on the findings of this study, theoretical contribution and managerial implication are discussed.

국문 초록 (Abstract)

본 연구는 소비자의 감각포만을 개념화하고 이를 측정할 수 있는 척도를 개발하는 것이 목적이다. 심미적 디자인에 반복적으로 노출된 소비자는 감각 과부하로 인해 감각포만을 경험하고 결국 이를 회피하기 위한 행동으로 이어지는 과정을 감각포만으로 개념화하고자 한다. 심미적 디자인에 의한 감각포만을 개념화하고 이를 구성하는 하위 구성개념들을 도출한 후 측정문항을 개발하고자 했다. 연구 결과 심미적 디자인 제품의 반복사용으로 초기에 경험했던 감각적 즐거움이 익숙해지고 감각피로로 인해 발생한 싫증을 감각포만으로 개념화할 수 있었다. 따라서 감각포만은 싫증, 감각피로, 그리고 익숙함으로 구성될 수 있음을 발견했다. 또한 싫증, 감각피로, 그리고 익숙함을 설명하는 측정문항을 개발했으며, 해당 구성개념들 간의 요인분석을 통해 신뢰성과 타당성을 확보할 수 있었다. 본 연구 결과에 근거해 감각포만의 예측타당성을 확보하고 이를 조절할 수 있는 구성개념을 향후 연구로 제안했다.

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