실내식물의 시각적 이미지가 주는 심리적 효과와 중요성 인식이 재 구입의사에 미치는 영향

Influences of Psychological Effect and Importance Perception from the Visual Image of the Indoor Plants upon the Repurchasing Intention

The purpose of this study is to define the relations between the psychological effect given by visual image of the indoor plants and the interest level in plants, and the effect of interest level and importance on fidelity. Three major factors are extracted from 14 pairs of emotional adjectives to express 9 kinds of indoor plants evaluative, active and emotional. It has been revealed that those three emotional factors, the evaluative factor more the active factor, and the emotional factor more the evaluative factor have higher influences upon interest level of the indoor plants(p<.05.) The study also shows that the interest level of subjects in indoor plants have positive effects on fidelity(p<.05), but behavioral factors such as numbers of purchase a year, cost, and ways to keep indoor plants, have showed no significant differences. In terms of importance perception in indoor plants, six major factors have been extracted from the survey with 22 items about indoor plants. Of those extracted factors, items concerning “emotional relaxation” and “esthetics” have higher positive effects on fidelity than the other factors(p<.05). But the item “Intend to spend more money in purchasing indoor plants”, of five items of fidelity, showed lower fidelity than the other items. The result of this study shows that psychological effect given by visual image of indoor plants, interest level in indoor plants, and importance perception are expected to enhance emotional health of inhabitants, and cause more consumption of indoor plants, thus promoting fidelity on indoor plants.