형태 전형성 및 컬러 전형성이 제품평가에 미치는 영향

Abstract

Product color as well as product form and quality is considered as an important design factor to be evaluated by consumers as purchase behavior is getting complex and variety. The objectives of this research are to examine the existence of perceived color typicality together with form typicality and their effects on consumers' product evaluations. In addition, these effects are investigated with the moderating roles of design sensitiveness, feeling pursuant trait, and preferred information processing style. Two stages of experiments were preformed with selected subjects. In the first stage, specific forms and colors of experimental products of automobile, cellular phone, and refrigerators were extracted through a expert group, In the second stage, an experiment by the survey were conducted with the responses on method of the degree of form and color typicality and the degree of design sensitiveness, design sensitiveness, preferred information processing style, and feeling pursuant trait. 210 subjects of mostly collage students were employed to the experiment. Series of ANOVA analyses were performed to test the main effects and interaction effects of the major variables. Validity and reliability of the construct were secured with relevant factor analyses and Cronbach alpha reliability analyses respectively. The study result show as follows. First, Consumers were found to evaluate highly the product of high form typicality and color typicality than that of low form typicality and color typicality. Second, regarding preferred information processing style in the product evaluations in accordance with the form typicality, there was no difference it the evaluation between visual information processing and semantic information processing. Third, an interaction effect of product form typicality and design sensitiveness were found. that is, consumers evaluated the product sensitively with the focus of design aspect when the products had high form typicality while insensitive with design aspect in the low form typicality condition. Fourth, an interaction effect of form typicality and feeling pursuant trait was found such that when the product form typicality and the subjects' feeling pursuant trait were low in the same time. The product evaluation were critically getting lower. Fifth, the interaction effect of color typicality and feeling pursuant trait was not found. In conclusion, the results of this research appear to explain consumer's evaluations of products with different degree of form and color typicality. this research offers several implications for marketing practice and academics.