감성 마케팅 측면의 자동차 프런트 마스크 활용 연구

Abstract

Background: In this study, the emotional components delivered from the front mask of the car were analyzed in order to detect the attributes and variables that the consumers are watching and to suggest the utilization of the emotional marketing with the front mask. Methods: The survey and sample production by model were conducted in the subjects with domestic and international car brands as the pilot study, followed by the practical study on the emotion test using front mask samples and the discussion on the main component analysis. In consideration with the current local distribution availability and categories of the cars, the samples were collected for the test, and the index words for the emotion test were prepared by the associate survey, analysis of the advertisement words, verification of the reliability, and so on. The questionnaire survey was conducted using the final 35 samples and 15 types of index words, and they were analyzed by descriptive statistics, measurement of correlation coefficient, and Varimax rotation, etc. Result: Totally, four main components were deducted and they were applied with the representative meanings of Trend, Power, Quality, and Individuality, which were interpreted for the responses on each sample based on the results and multi-dimensional index allocation. Upon the study results, the responses and regularities according to the design attributes of the front mask components were confirmed rather than the image stereotypes applied to the brands and models. Conclusion: This article has the meaning to suggest the point of contact for more effective tools with emotional marketing in the application of identity and expression of characters in the trend of automobile market where the individualization and diversification are saturated.