제품 디자인의 전형성, 조화성, 그리고 소비자 반응에 대한 이해 = The influence of Typicality and Harmony of Product Design on Consumer’s Responses

다국어 초록 (Multilingual Abstract)

This study founded how typicality and harmony, two main aesthetic principles of product design provoke a variety of psychological consumer responses such as emotion reaction, product functional appraisal and product preference. Especially, this study classified four different emotions such as joy, stability, anxiety and boredom according to two dimensions such as emotional valence and arousal, and this study focused on how typicality and harmony influence on each dimension. The results show as follows; firstly, the higher level of typicality of product design, the more experienced in low arousal level emotions (stability and boredom), on the other hand, less experienced in high arousal level emotions (joy and anxiety). Secondly, the higher level of harmony of product design, the more experienced in low arousal level emotions (stability and boredom), on the other hand, less experienced in high arousal level emotions (anxiety). Thirdly, product functional appraisal reasoning out product performance from product design confirmed the static relationship between the design principles and cognitive appraisal; the higher the levels of typicality and harmony, the better the product appears. Lastly, only harmony of product design has a significant static influence on the product preference. This study was performed in the systematic and empirical methodology in handling typicality and harmony principles and can help extend our understanding of consumer emotion responses, product functional appraisal and product preference.

국문 초록 (Abstract)

제품 디자인의 중요성이 증대되는 가운데 본 연구는 제품 디자인의 전형성과 조화성이라는 두 가지 디자인 원리가 소비자들에게 어떤 다양한 심리적 반응(정서 반응, 제품 기능성 평가, 선호도)을 일으키는지를 알아보았다. 특히, 본 연구는 디자인이 유발할 수 있는 정서를 정서가(긍정 vs. 부정)와 각성 수준(높음 vs. 낮음)의 두 차원을 기준으로 네 종류의 정서(즐거움, 안정감, 불안함, 지루함)로 분류하고, 디자인의 전형성과 조화성이 각 차원에 어떤 영향을 미치는지를 중점적으로 살펴보았다. 연구 결과에 의하면, 제품 디자인의 전형성이 높을수록 낮은 각성 수준의 정서인 안정감과 지루함은 높게 경험하는 반면 높은 각성 수준의 정서인 즐거움과 불안감을 낮게 경험하는 것으로 나타났다. 제품 디자인의 조화성이 높을수록 안정감과 지루함을 높게 경험하지만 반대로 불안함은 낮게 경험하는 것이 밝혀졌다. 제품 디자인으로부터 제품 성능을 추론하는 기능성 평가의 경우, 디자인의 전형성과 조화성이 각각 높을 때 제품의 성능을 가장 긍정적으로 평가하였다. 마지막으로 제품의 선호도에서는 디자인의 조화성만이 긍정적인 영향을 미친 것으로 나타났다. 본 연구의 의의는 제품 디자인의 전형성과 조화성이라는 주요한 디자인 원리를 체계적으로 조작하여 그에 대한 소비자의 정서 반응, 제품 기능성 평가 그리고 제품 선호도의 차이를 실증적으로 알아본 점이다.

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