비언어적 심벌마크의 유형에 따른 선호도에 관한 연구

Abstract

Chinese internet education has appeared as a new method of education. But awareness of internet education companies, as well as consumer confidence, is still low. Recent research asserts that the products or services of corporations who's symbol marks are more preferred by consumers, are also more preferred. Accordingly, The purpose of this study is to determine what types of symbol marks are more preferred by consumers. In previous research, nonverbal symbol marks have been categorized into four types: initial marks, concrete marks, abstract marks, and combination marks. 5 representative symbol marks from each of the four types were selected as examples for this research. One-way ANOVA analysis and correlation analysis were used to complete this research. Results of Analysis - there is a clear difference in preference according to the type of symbol mark. The concrete symbol mark, which directly describes a product or the corporation's type of business, was the most preferred. The combination symbol mark and the initial symbol mark followed in second and third places, respectively. The abstract symbol mark was the least preferred. Thus in order to help the formation of a corporate image, the concrete symbol mark which reflects creativity, symbolism, and futurity and conveys meaning, is recommended. If the concrete symbol mark is utilized, recognition will increase and it will be seen as more effective. The creation of symbol marks which appropriately utilize formative techniques and satisfy the emotions of consumers is anticipated.