신제품의 디자인 단순성이 소비자 반응에 미치는 영향
The Impact of New Product Design Simplicity on Consumer Response
1
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
본 연구는 신제품의 시각적 단순성이 디자인 심미성과 지각된 품질의 매개를 거쳐 소비자의 신제품 구매의도에 영향을 미치는 과정에 대한 모형을 제시하고 실증 분석하였다. 실증분석을 위해 국내 디자인특허 출원된 선풍기와 로봇청소기 디자인 중에서 디자인 단순성이 높은 것과 낮은 것을 각각 선정하여 소비자 반응을 조사하였다. 연구 결과, 단순성의 역설(the paradox of simplicity) 관련 연구에서 제기된 것처럼 디자인 단순성이 직접적으로 소비자 구매의도를 결정하는 것이 아니라, 디자인 심미성과 지각된 품질을 높임으로써 간접적으로 구매의도에 영향을 미친다는 점을 발견하였다. 디자인 단순성이 구매의도에 미치는 직접 효과는 없고, 디자인 심미성과 지각된 품질의 매개를 거치는 간접 효과만 있었다. 디자인 단순성은 일차적으로 디자인 심미성에 영향을 주었다. 디자인 단순성과 지각된 품질의 관계는 디자인 심미성을 함께 고려할 경우 나타나지 않았다. 즉, 디자인 단순성은 디자인 심미성을 거쳐 지각된 품질에 간접적 영향을 주었다. 또한, 디자인 심미성과 지각된 품질의 관계는 디자인 심미성이 지각된 품질을 설명하는 정도가 더 크다는 것도 밝혀졌다. 브랜드 명성이 디자인 단순성과 디자인 심미성, 그리고 디자인 단순성과 지각된 품질의 관계를 조절하는지 분석하였으나 유의하지 않았다. 즉, 디자인 단순성이 소비자 반응에 미치는 영향은 브랜드 명성과 무관하였다. 본 연구결과는 신제품 개발에서 디자인 단순성을 어떻게 활용하여야 할지에 대한 유용한 시사점을 제공할 것이다.
Abstract
This study presents and empirically analyzes the process of visual simplicity of new products affecting consumers' intention to purchase new products through mediating design aesthetics and perceived quality. For the empirical analysis, consumer response was investigated by selecting high and low design simplicity from among the fan and robot cleaner designs applied for domestic design patents. As a result of the study, as suggested in the studies on the paradox of simplicity, design simplicity does not directly determine consumer purchase intention, but indirectly affects purchase intention by increasing design aesthetics and perceived quality. There was no direct effect of design simplicity on purchase intention, but only indirect effect through mediation of design aesthetics and perceived quality. Design simplicity primarily influenced design aesthetics. The relationship between design simplicity and perceived quality was not significant when considering design aesthetics together. In other words, design simplicity indirectly affects perceived quality through design aesthetics. It has also been found that design aesthetics affects perceived quality greater than it is affected by perceived quality. The influence of the brand reputation in moderating the relationship between design simplicity and design aesthetics, design simplicity and perceived quality was not significant. In other words, the impact of design simplicity on consumer response has nothing to do with brand reputation. The results of this study will provide companies with useful implications for how to use design simplicity in new product development.
참고문헌 (46)
- 유창조, "광고의 명시적 표현과 암시적 표현이 브랜드태도와 구매의도에 미치는 영향: 브랜드명성의 조절효과", 광고학연구, 16(5), pp.249~263 (2005), 한국광고학회
- 정용현, "고객행동유형에 따른 제품품질이 고객만족과 재구매의도에 미치는 영향", 제10회 경영관련학회 통합학술대회 발표논문집, pp.18~20 (2008)
- Agarwal, R., "Assessing a Firm’s Web Presence : A Heuristic Evaluation Procedure for Measurement of Usability", Information Management Research, 13(2), pp.121~168 (2002)
- Bergeron, V., "Aesthetic Science: Connecting Minds, Brains, and Experience", pp.61~79 (2012), Oxford University Press
- Celhay, F,, "Package Graphic Design : Investigating the Variables that Moderate Consumer Response to Atypical Designs", Journal of Product Innovation Management, 32(6), pp.1014~1032 (2014)
- Chang, Tung-Zong, "Price, Product Information, and Purchase Intention: An Empirical Study", Journal of the Academy of Marketing Science, 22(Winter), pp.16~27 (1994)
- Chattaraman, V., "Form"Defines"Function : Neural Connectivity between Aesthetic Perception and Product Purchase Decisions in an fMRI Study", Journal of Consumer Behavior, 15, pp.335~347 (2016)
- Colborne, G., "Simple and Usable Web, Mobile, and Interaction Design" (2010), New Riders Press
- Creusen, M. E, "Product Value Importance and Consumer Preference for Visual Complexity and Symmetry", European Journal of Marketing, 44(9, pp.10) (2010), 1437~1452
- Crewe, L., "Placing Fashion: Art, Space, Display and the Building of Luxury Fashion Markets Through Retail Design", Progress in Human Geography (2015)[DOI]
- Eagly, A. H., "What Is Beautiful Is Good, But... : A Meta-Analytic Review of Research on the Physical Attractiveness Stereotype", Psychological Bulletin, 110, pp.109~128 (1991)
- Eytam, E., "Effects of Visual Simplicity in Product Design and Individual Differences in Preference of Interactive Products", Review of Managerial Science (2020)[DOI]
- Eytam, E., "The Paradox of Simplicity : Effects of Role on the Preference and Choice of Product Visual Simplicity Level", International Journal of Human-Computer Studies, 105, pp.43~55 (2017)
- Favier, M., "Is Less More or a Bore? Package Design Simplicity and Brand Perception: An Application to Champagne", Journal of Retailing and Consumer Services, 46, pp.11~20 (2019)
- Garvin, D. A., "Competing on the Eight Dimensions of Quality", Harvard Business Review, pp.101~109 (1987)
- Goldman, A., "The Companion to Aesthetics", pp.181~192 (2001), Routledge
- Grewal, D., "The Effect of Store Name, Brand Name and Price Discounts on Consumers'Evaluations and Purchase Intentions", Journal of Retailing, 74(3), pp.331~352 (1998)
- Hagtvedt, H., "Art Infusion : The Influence of Visual Art on the Perception and Evaluation of Consumer Products", Journal of Marketing Research, 45, pp.379~389 (2008)
- Hekkert, P., "Design Aesthetics : Principles of Pleasure in Product Design", Psychology Science, 48(2), pp.157~172 (2006)
- Hsiao, K. -L., "Android Smartphone Adoption and Intention to Pay for Mobile Internet : Perspectives from Software, Hardware, Design, and Value", Library Hi Tech, 31, pp.216~235 (2013)
- Jang, JY, "Store Design : Visual Complexity and Consumer Responses", International Journal of Design, 12(2), pp.105~118 (2018)
- Lavie, T., "Assessing Dimensions of Perceived Visual Aesthetics of Web Sites", International Journal of Human-Computer Studies, 60(3), pp.269~298 (2004)
- Leder, H., "Ten Years of a Model of Aesthetic Appreciation and Aesthetic Judgments : The Aesthetic Episode-Developments and Challenges in Empirical Aesthetics", British Journal of Psychology, 105, pp.443~464 (2014)
- Leder, H., "A Model of Aesthetic Appreciation and Aesthetic Judgments", British Journal of Psychology, 95, pp.489~508 (2004)
- Lee, J. E., "Visual Communication of Luxury Fashion Brands on Social Media : Effects of Visual Complexity and Brand Familiarity", Journal of Brand Management, 25(5), pp.449~462 (2018)
- Levinson, J., "The Oxford Handbook of Aesthetics", pp.3~24 (2003), Oxford University Press
- Maeda, J., "The Laws of Simplicity" (2006), MIT Press
- Mahlke S, "The Diversity of Non-Instrumental Qualities in Human-Technology Interaction", MMIInteraktiv, 13, pp.55~64 (2007)
- McCartan, S., "Luxification and Design-Driven Innovation is Superyacht Design", The Royal Institution of Naval Architects, Conference: Design, Construction & Operation of Super & Mega Yachts (2011)
- Nadkarni, S., "A Task-Based Model of Perceived Website Complexity", MIS Quarterly, 31, pp.501~524 (2007)
- Noble, C. H., "Exploring the Appeal of Product Design : A Grounded, Value-Based Model of Key Design Elements and Relationships", Journal of Product Innovation Management, 27, pp.640~657 (2010)
- Norman, D. A., "Simplicity Is Not the Answer", ACM Interactions, XV5, 45~46 (2008)
- Obendorf, H., "Minimalism: Designing Simplicity" (2009), Springer
- Orth, U. R., "Is Beauty in the Aisles of the Retailer? Package Processing in Visually Complex Contexts", Journal of Retailing, 90(4), pp.524~537 (2014)
- Orth, U. R., "Formation of Consumer Price Expectation Based on Package Design : Attractive and Quality Routes", Journal of Marketing Theory and Practice, 18(1), pp.23~40 (2010)
- Parasuraman, A., "Reassessment of Expectations As a Comparison Standard in Measuring Service Quality Implications for Further Research", Journal of Marketing, 58(1), pp.111~124 (1994)
- Parasuraman, A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 30, pp.31~46 (1996)
- Pracejus, W., "How Nothing Became Something : White Space, Rhetoric, History, and Meaning", Journal of Consumer Research, 33(1), pp.82~90 (2006)
- Purohit, D., "Effect of Manufacturer Reputation, Retailer Reputation, and Product Warranty on Consumer Judgments of Product Quality : A Cue Diagnosticity Framework", Journal of Consumer Psychology, 10, pp.123~134 (2001)
- Toufani, S., "The Importance of Aesthetics on Customers’ Intentions to Purchase Smartphones", Marketing Intelligence and Planning, 35(3), pp.316~338 (2017)
- Tractinsky N, "What Is Beautiful Is Usable", Interacting with Computers, 13(2), pp.127~145 (2000)
- Tzou, R.C, "Exploring the Emotional, Aesthetic, and Ergonomic Facets of Innovative Product on Fashion Technology Acceptance Model", Behavior & Information Technology, 28, pp.311~322 (2009)
- Veryzer, Robert W. Jr., "Advances in Consumer Research", pp.641~645 (1995), Association for Consumer Research
- Vessel, E. A., "The Brain on Art: Intense Aesthetic Experience Activates the Default Mode Network", Frontiers in Human Neuroscience, 6, pp.66~ (2012)[DOI]
- "The Complexity of Simplicity" (2006)[URL]
- Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3), pp.2~23 (1988)