온라인과 오프라인에서 의류 상품 색상감성평가가 상품에 대한 태도에 미치는 영향 -흰색 티셔츠를 중심으로-
Effect of Color Sensibility Evaluation of Clothing Product on Attitude toward Product in On-line and Off-line-Focusing on White T-Shirt-
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Purpose of this study is to explore: 1) the difference in color sensibility evaluation, color attractiveness, and attitude toward the product, 2) the difference in the effect of color sensibility evaluation on color attractiveness, and 3) the difference in the effect of color sensibility evaluation on attitude toward the product between the identical clothing product presented in on-line and off-line settings. Experimental method was applied with 230 male and female university students using stimuli of an on-line site as well as an off-line window display presenting the same white t-shirts. Color sensibility factors of white t-shirt were hedonic, stimulating, active, and spatial senses. These color sensibility factors of the clothing product affected product color attractiveness as well as attitude toward the product. Although there were not differences in color sensibility evaluation, product attractiveness, and attitude toward the product between items presented in on-line and off-line settings, difference was found in the effect of color sensibility on the color attractiveness and attitude toward the product. The effect of color sensibility on color attractiveness and attitude toward the product was stronger in on-line than in off-line setting. Hedonic sense was the most important factor influencing attractiveness of product color and attitude toward the product. In addition, spatial sense affected attractiveness of product color in on-line setting; and stimulating sense impacted attitude toward the product in off-line setting. Based on the results implications were generated.
Abstract
Purpose of this study is to explore: 1) the difference in color sensibility evaluation, color attractiveness, and attitude toward the product, 2) the difference in the effect of color sensibility evaluation on color attractiveness, and 3) the difference in the effect of color sensibility evaluation on attitude toward the product between the identical clothing product presented in on-line and off-line settings. Experimental method was applied with 230 male and female university students using stimuli of an on-line site as well as an off-line window display presenting the same white t-shirts. Color sensibility factors of white t-shirt were hedonic, stimulating, active, and spatial senses. These color sensibility factors of the clothing product affected product color attractiveness as well as attitude toward the product. Although there were not differences in color sensibility evaluation, product attractiveness, and attitude toward the product between items presented in on-line and off-line settings, difference was found in the effect of color sensibility on the color attractiveness and attitude toward the product. The effect of color sensibility on color attractiveness and attitude toward the product was stronger in on-line than in off-line setting. Hedonic sense was the most important factor influencing attractiveness of product color and attitude toward the product. In addition, spatial sense affected attractiveness of product color in on-line setting; and stimulating sense impacted attitude toward the product in off-line setting. Based on the results implications were generated.
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