브랜드 체험 공간 디자인 요소가 소비자의 지각된 가치 및 만족도에 미치는 영향 - 중국 스마트 홈 제품 매장을 중심으로 -
A Study on the Effect of Brand Experience Space Design Elements on Consumers’ Perceived Value and Satisfaction - Focused on Smart Home Product Stores in China -
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(연구배경 및 목적) 정보통신기술과 디지털 매체의 급속한 발전으로 인해 생활환경은 점차 지능화된 공간으로 변화되고 있으며, 이러한 변화에 따라 스마트 제품의 소비가 증가하고 스마트 홈 시장의 규모도 점차 확대되고 있다. 이러한 발전 추세에 힘입어 오프라인 매장 공간은 전통 형식의 경계를 허물고 소비자에게 경험을 제공하는 체험 공간으로 기능을 전환하고 있다. 따라서 다양한 기업들이 공간과 제품 경험, 즉 소비자들과 일방적인 소통이 아닌 상호 소통을 통해 소비자들에게 신제품 및 기술력을 전달하고 기업의 이미지를 향상하는 공간 마케팅에 주력하고 있다. 이에 따라 매장 공간은 제품을 전시, 판매하는 공간일 뿐만 아니라 소비자와 브랜드가 만나는 체험형 교류 플랫폼으로 인식되기 시작하였다. 본 연구는 실증적 분석을 통해 브랜드 체험 공간 디자인 요소와 소비자의 지각된 가치 및 만족도 간의 상관관계를 파악하고, 소비자 체험에 영향을 미치는 공간 디자인 요소를 도출을 목적으로 한다. 이를 바탕으로 다차원 요소로 구성된 브랜드 경험 공간 디자인 방향을 제시하고자 한다. (연구방법) 2022년 '스마트 홈 시스템 평가'에 근거하여 중국 대표 스마트 홈 브랜드 AQARA, MI, ORVIBO, TUYA, HUAWEI의 사례를 연구 대상으로 선정하고, 20~40대 소비자를 대상으로 설문조사를 실시하였다. 설문조사 결과는 SPSS 26.0과 AMOS 24.0을 통해 신뢰도 분석, 요인 분석, 상관 분석, 경로 분석 방법을 활용하여 공간 디자인 요소가 소비자의 지각된 가치 및 만족도에 미치는 영향을 분석하였다. (결과) 구축적 요소, 장식적 요소, 사회적 요소와 기술적 요소는 소비자의 지각된 가치에 모두 긍정적인 영향을 미치는 것으로 나타났으며 그중 사회적 요소가 소비자의 지각된 가치에 미치는 영향은 더욱 크게 나타났다. 또한 지각된 가치는 소비자 만족도에도 긍정적인 영향을 미치는 것을 알 수 있었다. 따라서 스마트 홈 제품 매장 중 브랜드 체험 공간 디자인 요소가 소비자의 지각된 가치 및 만족도에 긍정적인 영향을 미친다는 가정을 검증하였다. (결론) 브랜드 체험 공간에 관한 선행 연구를 검토한 결과 대부분의 연구는 공간의 물리적 요소를 중심으로 분석, 진행되었으며 브랜드 및 소비자 체험을 실증적으로 분석한 연구는 부족한 실정이다. 이러한 배경에서 브랜드 체험 공간 디자인 요소가 소비자의 지각된 가치와 만족도에 미치는 영향 관계를 연구하는 것은 의미가 있다. 따라서 본 연구에서 브랜드 체험 공간 디자인 요소가 소비자의 지각된 가치와 만족도에 긍정적인 영향을 미치는 상관성을 검증하고, 디자인 방향을 제시함으로써 향후 브랜드 체험 공간 디자인 연구에 기여할 수 있을 것으로 기대한다.
Abstract
(Background and Purpose) With the rapid development of information and communication technology and digital media, the living environment has gradually transformed into an intelligent space. Simultaneously, the consumption of innovative products is increasing. The scale of the smart-home market has expanded progressively. By virtue of this development trend, physical store spaces can break the boundaries of traditional forms to provide consumers a change of experience in space. Therefore, many enterprises have promoted diversified space and product experiences, that is, space marketing that conveys new products and technical capabilities to consumers through mutual communication to improve their corporate image. The store space is not only a space for displaying and selling products but has also begun to be regarded as an experience-oriented communication platform for meeting consumers and brands. This study aims to understand the relationship between brand experience space design elements and consumers’ perceived value and satisfaction to summarize the spatial design elements that affect consumer experience. Based on this, the design direction for a brand experience space composed of multi-dimensional elements is presented. (Method) The research method of this thesis is to select the Chinese representative smart home brands AQARA, MI, ORVIBO, TUYA, and HUAWEI as the research objects according to the “Smart Home System Evaluation” in 2022 and conduct a questionnaire survey for consumers aged 20 to 40 years old. Adopting reliability, factor, correlation, and path analyses, the survey results were processed using SPSS26.0 and AMOS24.0 to analyze the influence of spatial design factors on consumers’ perceived value and satisfaction. (Results) Constructive, decorative, social, and technical elements have a positive impact on consumers’ perceived value. Among these, social elements have the most significant impact on consumers’ perceived value. Perceived value positively affects consumer satisfaction. Therefore, this thesis verifies the hypothesis that the design elements of brand experience spaces in smart home product stores positively impact consumers’ perceived value and satisfaction. (Conclusions) This thesis discusses previous research on brand experience spaces and finds that most studies have focused on the physical factors of space. Further research is necessary to conduct an empirical analysis of the brand experience space and consumer experience. Studying the relationship between brand experience space design elements and consumers’ perceived value and satisfaction is important in this context. In addition, by verifying that the design elements of the brand experience space positively impact consumers’ perceived value and satisfaction, this thesis can propose a direction for improvement to contribute to future brand experience space design research.
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