신제품의 디자인 단순성이 소비자 반응에 미치는 영향 = The Impact of New Product Design Simplicity on Consumer Response

다국어 초록 (Multilingual Abstract)

This study presents and empirically analyzes the process of visual simplicity of new products affecting consumers' intention to purchase new products through mediating design aesthetics and perceived quality. For the empirical analysis, consumer response was investigated by selecting high and low design simplicity from among the fan and robot cleaner designs applied for domestic design patents. As a result of the study, as suggested in the studies on the paradox of simplicity, design simplicity does not directly determine consumer purchase intention, but indirectly affects purchase intention by increasing design aesthetics and perceived quality. There was no direct effect of design simplicity on purchase intention, but only indirect effect through mediation of design aesthetics and perceived quality. Design simplicity primarily influenced design aesthetics. The relationship between design simplicity and perceived quality was not significant when considering design aesthetics together. In other words, design simplicity indirectly affects perceived quality through design aesthetics. It has also been found that design aesthetics affects perceived quality greater than it is affected by perceived quality. The influence of the brand reputation in moderating the relationship between design simplicity and design aesthetics, design simplicity and perceived quality was not significant. In other words, the impact of design simplicity on consumer response has nothing to do with brand reputation. The results of this study will provide companies with useful implications for how to use design simplicity in new product development.

국문 초록 (Abstract)

본 연구는 신제품의 시각적 단순성이 디자인 심미성과 지각된 품질의 매개를 거쳐 소비자의 신제품 구매의도에 영향을 미치는 과정에 대한 모형을 제시하고 실증 분석하였다. 실증분석을 위해 국내 디자인특허 출원된 선풍기와 로봇청소기 디자인 중에서 디자인 단순성이 높은 것과 낮은 것을 각각 선정하여 소비자 반응을 조사하였다. 연구 결과, 단순성의 역설(the paradox of simplicity) 관련 연구에서 제기된 것처럼 디자인 단순성이 직접적으로 소비자 구매의도를 결정하는 것이 아니라, 디자인 심미성과 지각된 품질을 높임으로써 간접적으로 구매의도에 영향을 미친다는 점을 발견하였다. 디자인 단순성이 구매의도에 미치는 직접 효과는 없고, 디자인 심미성과 지각된 품질의 매개를 거치는 간접 효과만 있었다. 디자인 단순성은 일차적으로 디자인 심미성에 영향을 주었다. 디자인 단순성과 지각된 품질의 관계는 디자인 심미성을 함께 고려할 경우 나타나지 않았다. 즉, 디자인 단순성은 디자인 심미성을 거쳐 지각된 품질에 간접적 영향을 주었다. 또한, 디자인 심미성과 지각된 품질의 관계는 디자인 심미성이 지각된 품질을 설명하는 정도가 더 크다는 것도 밝혀졌다. 브랜드 명성이 디자인 단순성과 디자인 심미성, 그리고 디자인 단순성과 지각된 품질의 관계를 조절하는지 분석하였으나 유의하지 않았다. 즉, 디자인 단순성이 소비자 반응에 미치는 영향은 브랜드 명성과 무관하였다. 본 연구결과는 신제품 개발에서 디자인 단순성을 어떻게 활용하여야 할지에 대한 유용한 시사점을 제공할 것이다.

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