소비자 유형에 기반한 전통문화상품디자인 평가 요소가 구매 의도에 미치는 영향 연구

Abstract

Most of the research on the purchase intention of traditional cultural products is carried out at a single level. It is necessary to comprehensively analyze the relationship between evaluation and consumer types, consider consumers’ perspectives, and explore the influence of consumer evaluation on purchase intention. This study aims to analyze the influence of traditional cultural product evaluation with different design styles on consumers’ purchase intentions from the perspective of consumer types. Regarding research methods and contents, according to the survey results, consumers of traditional cultural products are divided into three types and set as research groups. The popular traditional cultural products in the world are classified from the design point of view and set as research objects. The evaluation elements of traditional cultural products are obtained. According to the purpose of the study, the research hypothesis is set, the results are analyzed by regression analysis, and the hypothesis is verified. The results of this study show that in the design products of ‘cultural element reuse’, decorative and symbolic elements positively impact the purchase intention of gift consumers. Cultural and symbolic factors positively impact the purchase intention of a memorial/collection. In the design products of ‘cultural element flattening’, decorative elements positively impact the purchase intention of gift consumers. Ease of use and practicality positively impact the purchase intention of commemorative/collectible consumers. However, inheritance has negative effects. In the design of products of ‘re-creation through new interpretation of cultural elements’, interactivity, resonance, and attraction positively impact the purchase intention of gift consumers. Interactivity also positively impacts the purchase intention of memorial/collection consumers. Culture, decoration and practicality have a positive impact on the purchasing intention of users.