제품디자인 평가요소와 브랜드 이미지 제고와의 관련성 분석

Abstract

This study considered various characteristics of product design assessment factors such as formativeness, fitness, usability, satisfaction, sociality, eco-friendliness and economics to analyze any relation of such with brand image improvement. For this purpose, an empirical analysis was carried out by dividing the contents of brand image improvement into design preference and brand preference. For an empirical analysis, this study designed a research model and set a hypothesis based on theoretical background and previous studies with statistical analysis by stages. 114 adults living in Seoul and Seoul metropolitan region were selected as samples and a market survey was used as a questioner method. The period of collection of data was one month from May 12th2012 to June 11th 2012. Factor analysis, reliability analysis and multiple regression analysis used in the step-by-step for the empirical analysis were conducted as the statistical analysis methods. The results are as follows. Firstly, in the analysis of relation between product design assessment factor and design preference, formativeness, fitness, usability, satisfaction, sociality and economics had an influence on design preference, but eco-friendliness did not influence on design preference. The relative level of influence on design preference was formativeness, usability and fitness from the highest order, which demonstrates that formativeness and usability had a great effect on design preference compared with other factors. Secondly, in the analysis of relation between product design assessment factor and brand preference, formativeness, fitness, usability, satisfaction, and economics had an influence on brand preference, but sociality and eco-friendliness did not influence on brand preference. The relative level of influence on brand preference was usability, fitness and formativeness from the highest order, which demonstrates that usability and fitness had a great effect on design preference compared with other factors. Thirdly, design preference had a significant influence on brand preference which indicates higher design preference may generate higher brand preference. Thus, it can be said that factors affecting design preference may improve brand image.