파인 주얼리에 대한 소비자 감성 연구

A Study on the Consumer’s Emotion for Fine Jewelry - Focused on Diamond, Ruby and Sapphire -

Aims of Jewelry design is to improve its value by making it more splendid and making its color more distinctive and beautiful. However a type, figure and color of the unitary design pattern of rough gemstone which is caused by limited jewelry design skill pursuing only general pattern based on the light, reflection and color has been specialized and diversified mainly driven by the consumer's emotion. Hence, in order to develop the jewelry design which, we think, would considerably affect the consumer's emotion mostly, we tried to analyse the consumer's emotion based on the results of empirical analysis carried out by a survey. According to the basic survey result of study, the image and value of jewelry that consumers primarily concern are still a symbol of wealth and self-expression in a society. When they choose the jewelry they consider the design most. The result of factor analysis showed that 6 categories have taken the 53 percent of a total consumer's emotion. PCA analysis informed us that the curved design that is polished with noble courteousness. Second, consumers choose a delicated and balanced design that is modern and individual . The result of cluster analysis has showed that mainly 6 groups that are divided into the groups of noble characteristics of dignity and courteousness, stable characteristic of curved and individual style and modern style samples of the basic jewelry. According to the relations between the jewelry sample and abjectives that may represent the jewelry sample, unique, individual and refined showed no clear distinction in using them whereas simple and courteous distinguished each other clearly. For the future jewelry design, we expect that it is well advisable that referring to the results of the study that showed consumer's emotion toward jewelry design would help to design more finished and creative jewelry.