| Abstract |
| This study has empirically explored the impact of aesthetic elements of dehumidifier on design preference and brand preference. To accomplish the objective, aesthetic elements were established as follows: simplicity; balance; unity; style; novelty; proportion. A hypothesis was established as the following: "These elements influence design preference and brand preference." A survey was conducted on potential and actual customers, and collected data was analyzed empirically.
The study samples were women in their 20s to 50s, who were considering buying a dehumidifier or have purchased it at a department store, Home plus, or Emart. The data was collected from August 20 to September 10 in 2013. Among 600 questionnaires, 452 of them were collected, and 425 of which were used ultimately in the analysis, excluding 27 copies with insufficient content.
The findings can be summarized as the following two key points.
First, as the impact of aesthetic elements of dehumidifier (simplicity, balance, unity, style, novelty and proportion) becomes greater, it has a greater influence on design preference. As design preference increases, it has a greater influence on brand preference.
Second, among the aesthetic elements, `unity` and `simplicity` have a significant impact on design preference. Likewise, `simplicity` and `unity` have a significant impact on brand preference. Therefore, among the aesthetic elements, when unity is emphasized with the first priority, it increases the design preference of dehumidifier. On the other hand, when simplicity is emphasized, it increases the brand preference of dehumidifier.
These findings are meaningful in that they can serve as a guideline when taking into account the aesthetic elements of dehumidifier. These findings can also serve as useful information when establishing image marketing strategies for dehumidifier. However, one limitation is that these findings are not broad enough to be extended to all types of dehumidifier, due to a limited number of study samples. |
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| Key Words |
| 제품디자인, 심미적 요소, 제습기 제품, Product Design, Aesthetic Elements, Dehumidifier |
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