제품 미니멀리즘 디자인이 소비자 태도에 미치는 영향

The Effect of Minimalist Design on Consumer Attitude: The Moderating Role of Product Type as well as Centrality of Visual Product Aesthetics

Purpose - This study explores whether the effect of minimalist design of products with high visual simplicity on aesthetic pleasure can be vary according to product types or consumer traits. The present study investigates the moderating role of utilitarian/ hedonic product as well as centrality of visual product aesthetics (CVPA). Design/Methodology/Approach - Hypothesis 1 used 2 (product design: minimalist/non-minimalist)☓ 2 (product type: functional/hedonic) groups design. Hypothesis 2 was analyzed by regression analysis to confirm the moderation effect of CVPA. Hypothesis3~5 used path analysis. Findings - Respondents perceived more aesthetic pleasure from minimalist design compared to non-minimalist design for utilitarian goods. When it comes to hedonic products, non-minimalist design induced more aesthetic pleasure. In the functional product condition, high CVPA consumers showed even more positive aesthetic response to minimalist design vs. non-minimalist design, compared to those with low CVPA. In the hedonic product condition, high CVPA consumers showed more positive aesthetic response to non-minimalist design vs. minimalist design. Aesthetic pleasure highly increased both product attitude and purchase intention. Research Implications - These results may provide marketers with insights that a fit between minimalist design and product type may increase consumer ratings and thus guide behavior. This research makes several significant contributions to theory development of minimalism design and provides practical implications for marketers of new products.