제품디자인에서 지각된 심미성유형과 자아해석유형이 제품평가에 미치는 효과
The Effects of Aesthetics Perceived from Product Design and Self-Construals on Product Evaluation
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초록
본 연구는 디자인 심미성과 메시지 간의 매칭정도가 제품평가에 미치는 영향과, 디자인과 메시지 간의 매칭정도에 자아해석유형의 조절작용을 연구하였다. 향수병을 실증대상으로 선정하고, 심미성 원리를 강조와 조화로, 자아해석을 독립적 자아해석과 상호의존적 자아해석으로 구분하여 2(심미성: 강조, 조화)×2(자아해석: 독립적, 상호의존적)로 실험을 설계를 하고 검증하였다. 첫째, 독립적 자아해석 성향의 소비자는 강조 심미성의 디자인제품을 더 선호하였으며, 상호의존적 자아해석 성향의 소비자는 조화 심미성의 디자인제품을 더 선호하였다. 둘째, 소비자가 조화(강조)심미성 디자인과 조화(강조)메시지로 구성된 광고에 노출되었을 때, 심미성과 메시지 간의 매칭정도를 지각하며, 이것이 제품 평가에 영향을 주었다. 셋째, 강조 심미성을 강조한 광고에서, 독립적 자아해석집단이 상호의존적 자아해석 집단보다, 심미성과 메시지의 매칭정도에 긍정적인 영향을 받는다. 그러나 조화심미성을 강조한 광고에서는 두 집단 간에 큰 차이가 없는 것으로 식별되었다. 마케터는 광고에서 디자인 심미성과 자아해석을 토대로 심미성을 강조하는 관리를 해야 한다.
Abstract
Few studies have been conducted so far to investigate how consumers react to certain aesthetics in compliance with their self-construals. This study explored the effects the level of matching between aesthetic design and copy message may exercise upon their product evaluation, and moderating roles of types of self-construals on the effects. This paper used between-subject experimental design of 2 (design aesthetics: emphasis vs harmony) × 2 (self-construals: independent vs dependent). Perfume bottles were selected as the empirical object. The results of this study are as followings: First, independent -construals consumers were found to favor more the goods with design of emphatic aesthetics than those of harmonious aesthetics, while dependent-construals consumers were more fond of the products with design of harmonious aesthetics than those of emphatic aesthetics. Second, consumers perceiving more intensively the level of matching between aesthetic design and message showed positive evaluation of the perfume goods advertised. Third, the emphatic aesthetics perceived from the advertisements of emphatic aesthetics could exercise more positive impacts upon the level of matching between emphatic design and emphatic message in the independent group than in the dependent group. Marketers should therefore endeavor to manage advertisement design with a focus on aesthetic design and copy messages according to consumers’ self-construals.
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