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디자인 이미지 차원과 측정도구의 개발 -휴대폰 디자인을 중심으로-

The Development of Measurement and Dimensions of Design Image - Focus on the Mobile Phone Image -

나광진|권민택
한국소비문화학회|2008.12|소비문화연구 (Journal of Consumption Culture)|제11권 제4호|pp. 95-111|DOI 10.17053/jcc.2008.11.4.005

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디자인 이미지디자인 이미지 차원디자인 이미지 측정도구design imagedesign image dimensiondesign image scale

초록

본 연구의 목적은 디자인 이미지 차원의 연구체계를 확립하고 소비자들이 지각하는 디자인 차원에 대한 측정 척도를 개발하는데 있다. 이를 위해 소비자관점에 근거하여 디자인이론 확립을 위한 측정도구를 개발하였으며 휴대폰을 중심으로 실증되었다. 실증분석 결과, 소비자들은 디자인 이미지를 독특성(uniqueness), 심미성(aesthetic), 효율성(utility), 여성성(femininity), 고귀성(nobel), 간결성(compactness)의 6개 차원으로 지각하고 있음을 확인하였다. 그리고 이러한 디자인 이미지의 6개 차원이 소비자 태도에 영향을 미치는 것으로 나타나 디자인 이미지 차원의 타당성이 검증되었다. 이러한 연구결과는 소비자들의 감성 니즈(needs)가 증가하고 있어, 기능이나 품질보다 디자인이 제품선택의 중요한 판단 기준이 되고 있는 경향에 비추어 볼 때 소비자지향적인 디자인을 위한 이론적 근원을 찾는데 의의가 있다. 따라서 본 연구에서 개발한 측정도구는 제품범주의 디자인 이미지를 비교하기 위해 사용할 수 있으며 이는 연구 자들로 하여금 제품 종류에 따라 디자인을 벤치마킹할 수 있을 것으로 사료된다. 또한 본 연구에서 개발된 디자인 이미지 틀과 측정도구는 다양한 문화에 따라 디자인 이미지에 대한 지각을 연 구하는 데 통찰을 제공할 것이다.

Abstract

The objective of this research was to develop a framework of design image dimensions and a reliable, valid, and generalizable scale to measure the dimensions. In addition, a scale was developed to provide a basis for building design theory based on consumers’ perspective. For the purpose of this research, a product category, mobile phone, was used as the stimulus. Base on the results of empirical studies, consumers perceive six distinct design image dimensions which are uniqueness, aesthetic, utility, femininity, noble, and compactness. In addition, six design image dimensions were verified with results of validation test that six dimensions have positive influences on consumer attitude. With increasing consumers’ needs in the market, this research found the theoretical foundation for consumer-oriented design taking account of the tendency that product design is considered as a more important criterion than product function and quality. Therefore, the measurement scale which was developed in this research can be used in comparisons about design image of various product categories, thus, marketers can benchmark product design depending upon product types. In addition, design image dimensions and measurement scale developed in this research could provide researchers with insights for studying design image perceptions regarding a variety of cultures.

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