Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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The Effect of Design Personality on the Relationship between Design Personality and Consumer Response

디자인 개성과 소비자 반응 간의 관계에 대한 디자인 전형성 효과

  • Received : 2019.07.23
  • Accepted : 2019.08.23
  • Published : 2019.10.31
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Abstract

This research examines the effects of perceived design personality on consumer responses such as attitude toward products and purchase intention. Furthermore, the study analyzes if the design typicality moderates the effects of design personality on consumer responses. The research results found that when consumers are exposed to a typical design, they are more likely to perceive sincerity and ruggedness at a higher level. On the other hand, consumers tend to perceive a higher level of excitement and sophistication, as they are exposed to the atypical design. Besides, competence and ruggedness have positive effects on buying intention in the case of a typical design, while sincerity, excitement, and sophistication have positive impacts on buying intention in the case of an atypical design. Lastly, competence and ruggedness are found to have positive impacts on design attitude more in the typical design than in the atypical design, whereas sophistication showed positive impacts on design attitude more in the atypical design than in the typical design. Additionally, competence has more influence on product buying intention in the typical design and excitement has more effect on it in the atypical design.

본 연구는 소비자가 지각하는 디자인 개성 차원이 제품 디자인의 태도나 구매의도 등 소비자 반응에 미치는 영향을 살펴보고 디자인 전형성이 디자인 개성과 소비자 반응간의 관계를 조절하는지를 검증하였다. 연구결과 전형적 디자인에 노출될 경우 진실성과 강인함이라는 디자인 개성 차원을, 비전형적 디자인에 노출되는 경우에는 열정과 세련됨 디자인 개성차원을 보다 높게 지각하는 것으로 나타났다. 전형적 디자인의 경우 진실성, 유능함, 열정, 강인함 등의 디자인 개성차원이, 비전형적 디자인의 경우에는 진실성, 유능함, 열정, 세련됨 등이 디자인 태도에 긍정적인 영향을 미치는 요인으로 나타났다. 또한 전형적 디자인의 경우에는 유능함과 강인함이, 비전형적 디자인의 경우에는 진실성, 열정, 강인함이 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 유능함과 강인함은 전형적 디자인에서, 세련됨은 비전형적 디자인의 경우 디자인 태도에 더 많은 영향을 미치는 것으로 나타났다. 또한 유능함은 전형적 디자인의 경우에, 열정은 비전형적 디자인에서 제품구매의도에 더 많은 영향을 주는 것으로 나타났다.

Keywords

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