문화제품의 감성디자인 요소가 소비자 호감도와 구매 의도에 미치는 영향에 관한 연구 - 박물관 문화제품을 중심으로 -

Abstract

Background The promotion and inheritance of culture has become a common topic for many countries and peoples around the world, and cultural products are products with cultural value and creativity, playing a significant role in the promotion and inheritance of culture. Cultural products that utilize emotional design elements more easily stimulate users' emotions, and in addition to increasing users' liking and interest in the products, they also make more people pay attention to the history and culture behind cultural creation products. Methods This study aimed to explore how emotional design elements (color, image feeling, form, and expression method) of cultural products affect consumer favorability and purchase intention, focusing on museum cultural products. Furthermore, through research, we sought to provide new ideas for the development of cultural products. To achieve this research objective, this study derived emotional design elements through prior research and collected texts through a survey. Finally, results were derived through empirical research using the SOR model. Result Looking at the results of the impact of emotional design elements (color, image feeling, form, and expression method) on consumer psychology (empathy, cognition, and emotion), the emotional design elements such as color, image feeling, form, and expression method all affect consumer empathy and expression. It was found to have a positive effect on cognition and emotion, respectively. Next, looking at the results of the impact of consumer psychology (empathy, cognition, emotion) on consumer response (likability, purchase intention), empathy, cognition, and emotion all have a positive effect on consumers' likeability and purchase intention, respectively. It was found that Conclusion First, the image of a cultural product has the greatest influence on arousing consumer psychology. Second, emotional factors (emotion, empathy) have a greater impact on consumers' liking for cultural products than rational factors (cognition). Third, when consumers decide to purchase cultural products, rational factors (cognition) have a greater influence than emotional factors (empathy, emotions). Fourth, it is believed that a cultural product development strategy is possible that increases consumer favorability through emotional empathy and induces consumer purchases through the culture and practicality expressed by the product.