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http://dx.doi.org/10.6109/jkiice.2021.25.3.412

The Influence of Emotional Engineering Factors in Product Design on Brand Preference and Loyalty -Focusing on Smartphones-  

Lee, Junsang (Department of Product Design Engineering, Dong-Eui University)
Park, Junhong (Department of Business Administration, Honam University)
Publication Information
Journal of the Korea Institute of Information and Communication Engineering / v.25, no.3, 2021 , pp. 412-418 More about this Journal
Abstract
This study aims to investigate the influence of emotional engineering factors on brand preference and loyalty in smartphone product design. The emotional engineering factor was divided into color, performance, usability, value, and reliability, and the relationship between brand preference and loyalty was empirically analyzed. As a result of the analysis, the emotional engineering factor in the smartphone product design has a positive effect on the brand preference, and the factors having the greatest influence are the performance and color factors. In smartphone product design, the emotional engineering factor has a static effect on loyalty, and the factors that have the greatest influence are reliability and performance factors. The higher the brand preference in product design, the greater the affect on loyalty. It is necessary to approach product design that fits the characteristics of consumers by identifying the influential factors among the product design emotional engineering factors.
Keywords
Emotional engineering; Performance; Color; Product design; Element;
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