| Abstract |
| This study aimed to do a positive analysis to figure out how character design has an effect on users` attitude targeting the primary school high graders who are called teenager consumers recently. For the statistical handling of collected materials, we used SPSS 20.0 for Windows statistic package program and analyzed it. Here are the results of analysis. Firstly, as the result of analysis on the influences of character design upon the product image, the higher a character factor and a design factor were, the higher the product awareness and the product preference got. In addition, as the result of analysis on the influences of character design upon product reliability, it appeared that the higher a design factor got, the higher the product reliability became. Secondly, as the result of analysis on the influences of character design upon the product royalty, the higher a design factor was, the higher the product royalty got. Thirdly, as the result of analysis on the influences of the product image and royalty upon consumers` attitude, the higher the product preference and the product royalty got, the higher the repurchase intention became, and the higher the product awareness and the product royalty got, the higher recommendation intention became. |
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| Key Words |
| 캐릭터 디자인, 소비자 태도, 제품 이미지, Character design, Consumers` attitude, Product image |
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