저/고 관여 제품에 있어서 생생한 자극매체로서 제품디자인이 소비자반응에 미치는 영향에 관한 연구
A Study on the Product Design's Influence on Consumers' Response as the vividly Stimulant Media in the Cases of High/Low Involvement Products
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초록
본 연구에서는 소비자가 제품디자인을 상품속성의 집합 내지는 뭉치(bundle of attributes)로 보고 지각하는 경향이 있어, 소비자 관여도에 따라 제품디자인이 어떻게 설득되어 지는지 알아보기 위해, 저/고 관여 제품을 각각 3개씩 선정하고 제품디자인 가치를 4가지 속성가치(기능적, 감각적, 의미적, 정보적 가치)로 구성하고 이 속성가치가 소비자의 어떤 반응요인(인지적, 정서적 반응)과 관련이 있는지 조사하였다. 분석결과 저/고 관여제품에 관계없이 기능적 가치는 모두 인지적, 정서적 반응에 영향을 미치고 있었다. 그러나 고 관여 제품과는 달리 저 관여제품에서는 감각적 가치, 의미적 가치가 인지적 반응에 영향을 미치고 있음을 알 수 있었다. 마지막으로, 본 연구의 이론적, 실무적 시사점을 제시하였고, 연구의 한계점과 향후 연구방향을 제시하였다
Abstract
This research tries to define the causal relation between the product design and the consumers' response. It is studied how the consumers respond on the vividly design of the products as the stimulant media during the procedure of comparison and evaluation, when they purchase the products in the market. The consumers realize the product design as the collection or bundle of products attributes. In order to find out how the product design is persuaded depending on the consumers' participation level, three products are selected for the each case of high/low involvement products. The value of product design is assumed to consist of four attributes value groups such as functional, sensual, semantic, and informational value, and the response of consumers is categorized into the responses of recognition and emotion. This research examines the relation between the products attributes value and the response of consumers. This research shows that the functional value exerts effect on the consumers' recognition and emotion in the both cases of high/low involvement products. However, it was found that the sensual and semantic values have effects only on consumers' recognition, in the case of low involvement products different from high involvement products. Finally, the theoretical and practical implication is suggested. At the same time, the limitation of this research and further research direction are made as well.
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