제품의 디자인이 성능 추론에 미치는 영향: 디자인 전형성과 제품 유형의 차이를 중심으로 = The Effects of Product Design on Functionality Inference: Focusing on Typicality of Design and Different Product Types

다국어 초록 (Multilingual Abstract)

In the face of fierce competition between products, product design can act as an important means of differentiation, while also serving as an important criterion of judgment that allows one to infer the functionality of a product. At present, scholars are undertaking research to investigate how product design affects consumer attitudes. However, few studies have investigated inference on functionality as a dependent variable. In addition, prior studies of the effects of product design have often been conducted without distinction of the product type. Therefore, the present study analyzes the relationship between designs and the consumers’ inferences of functionality, which can vary across specific product categories (i.e., a utilitarian product vs. a hedonic product).
Some of the key findings include the following. First, the aesthetic and symbolism associated with evaluations of good and bad designs have been found to have a positive effect on inference on functionality. In this regard, positive evaluations of product design play an important role with regard to inference on functionality. Second, interaction effects of typicality and product type were identified under good design conditions. For utilitarian products, inferences of functionality for products with high typicality are more favorable, whereas for hedonic products, when the design is far from typical, consumers tend to evaluate the functionality of a product positively. It is certain that the reliability and stability that typical designs of utilitarian products cause have a positive impact on inferences of functionality. However, for hedonic products, an atypical appearance brings about a positive impression because emotional usefulness is very important with regard to hedonic products.

국문 초록 (Abstract)

제품 간의 경쟁이 치열한 상황에서 디자인은 중요한 차별화 수단으로서 작용하는 한편, 제품의 성능을 추론하게 하는중요한판단기준으로작용할수있다. 그러나지금까지제품디자인의효과에대한선행연구는소비자의 감정적 반응에 해당하는 제품 선호도 측면에 집중되어왔다. 이에 본 연구에서는 제품의 디자인이 성능 추론에 미 치는 영향에 대해 살펴보고자 했으며, 디자인의 전형성 차이에 주목하는 한편 제품의 세부 유형(실용재/쾌락재) 에 따라 효과가 달라짐을 확인하고자 하였다.
본 연구의 결과는 다음과 같이 요약된다. 첫째, 디자인의 좋고 나쁨에 대한 평가와 관련된 심미성과 상징성은 성능추론에유의한영향을미치는것으로밝혀졌다. 즉제품의디자인에대한우호적인평가가성능에대한중 요한 단서로 작용할 수 있다는 것이다. 둘째, 우호적인 제품 디자인 조건에서 전형성과 제품 유형의 상호작용 효 과를 확인하였다. 구체적으로 실용재의 경우 디자인 전형성이 높을수록 성능에 대한 추론이 우호적이었으며, 쾌 락재의 경우는 디자인이 전형성에서 벗어날수록 긍정적이었다. 이에 대해 실용재일 경우 제품의 객관적인 사양 등이 중요하기 때문에 전형적인 디자인이 유발하는 신뢰성과 안정성이 성능 추론에 긍정적인 영향을 주게 되는 것이라 추론해 볼 수 있다. 반면 제품으로부터 느껴지는 즐거움, 쾌락 등의 감정적 효용이 중요한 쾌락재의 경우 는 기존의 제품 디자인에서 벗어날수록 성능에 대한 추론이 긍정적으로 이루어짐을 확인하게 되었다. 본 연구는 제품 디자인이 소비자의 제품 태도에 미치는 영향에 대해 주로 살펴봤던 기존의 선행 연구에서 나아가 성능 추론 에영향을미친다는것을확인했다는것에서의의를찾을수있다. 또한소비자의기술불확실성이큰제품군에 대한 마케팅 전략에 있어 유용하고 효과적인 디자인 전략을 제안할 수 있다는 것에서도 본 연구의 중요성을 찾을 수 있을 것이다.

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