Character Design and Consumer Response
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Recently, the importance of “character” has been widely acknowledged by both practitioners and the academic arena. Character is the archetype of product design. Unfortunately, however, there have been limited character design studies. The purpose of this study is to identify the components of character design and to verify the causal relationships among them. The research model of the current study is developed based upon past studies on the consumer response model related to the product design. The result shows that the dimensions of character design are converged into upper dimensions, including character appearance, character image, and character attachment with each lower dimension, respectively. An analysis of the relationship among these variables indicates that while character appearance tends to trigger character images, character image leads to character attachment. In addition, both character image and character attachment have a positive influence on the loyalty of the character. Understanding of the paths among consumers' responses will be able to be a good guideline for establishing a character design strategy. Finally, the authors discuss some theoretical contributions and managerial implications.
Abstract
Recently, the importance of “character” has been widely acknowledged by both practitioners and the academic arena. Character is the archetype of product design. Unfortunately, however, there have been limited character design studies. The purpose of this study is to identify the components of character design and to verify the causal relationships among them. The research model of the current study is developed based upon past studies on the consumer response model related to the product design. The result shows that the dimensions of character design are converged into upper dimensions, including character appearance, character image, and character attachment with each lower dimension, respectively. An analysis of the relationship among these variables indicates that while character appearance tends to trigger character images, character image leads to character attachment. In addition, both character image and character attachment have a positive influence on the loyalty of the character. Understanding of the paths among consumers' responses will be able to be a good guideline for establishing a character design strategy. Finally, the authors discuss some theoretical contributions and managerial implications.
참고문헌 (21)
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