디자인 차원 별 상대적 중요도를 통한 소비자 디자인 선호도에 관한 연구 = Discovering Design Preferences on the Basis of the Relative Importance of Product Design Dimensions

국문 초록 (Abstract)

제품의 생산과 마케팅에 있어 디자인의 비중이 커지는 만큼 소비자의 디자인 선호도에 대한 예측과 평가의 기준이 요구되고 있다. 그러나 기존 디자인-마케팅조사에서는 디자인을 평가할 수 있는 객관적인 틀이 마련되어 있지 못했다. 본 연구는 디자인 차원의 중요 도로 소비자의 디자인 선호도를 알아보고자 하는데 그 목적이 있다. 이를 위해 제품 유형에 따른 디자인 차원의 중요도를 알아보고, 소비자의 선호 디자인을 확인하였다. 또한 미 민감성, 준거집단 영향력, 혁신적 성향의 개인 특성이 디자인 차원의 중요도에 어떠한 영향을 미치고, 디자인 선호도에 어떻게 반영되는지 알아보았다. 그 결과 디자인 차원의 중요도는 제품의 유형과 소비자들의 개인 특성, 즉 미 민감성, 준거집단 영향력, 혁신적 성향의 높고 낮음에 따라 달라짐을 확인하였다. 더 나아가 제품 유형과 소비자의 개인 특성에 따른 디자인 차원의 중요도는 선호 디자인 유형에 반영됨을 확인하였다. 아울러, 디자인 선호도에 있어 디자인 차원의 중요도의 사용에 대한 시사점을 제공하고자 하였다.

다국어 초록 (Multilingual Abstract)

As the importance of design in the production and marketing of products is rapidly increasing, companies are trying to find ways to evaluate and predict consumers’ design preferences. Therefore, this study makes an attempt to discover design preferences on the basis of relative importance associated with each of design dimensions. In addition, it examines how consumer individual differences (such as design sensitivity, consumer susceptibility to interpersonal influence, and innovativeness) affect the relative importance of design dimensions and how they are reflected on design preferences. The results of the study show that the importance of design dimensions varies across different levels of individual difference variables. Such a variance is also reflected on design preferences. Implications of the results from a theoretical and practical standpoint are discussed.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 연구결과
• Ⅴ. 토의 및 결론
• 참고문헌
• Abstract

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