Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Centrality of Visual Product Aesthetics: The Relationships with Innovativeness and Consumer Independent Judgment Making

시각제품에 대한 심미적 성향: 혁신성과 독립적 의사결정과의 관계

  • 박혜정 (한국산업기술대학교 교양학과) ;
  • 전경숙 (한성대학교 예술대학 의류패션산업)
  • Received : 2010.09.02
  • Accepted : 2011.08.10
  • Published : 2011.10.31
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Abstract

This study tested the validity of a three-factor model of the centrality of visual product aesthetics developed by Bloch, Brunel, and Arnold (2003) and explored the relationships between the centrality of visual product aesthetics and the relevant constructs. It was hypothesized that the path relationships including innovativeness and consumer independent judgment making are relevant constructs of the centrality of visual product aesthetics. Data were gathered by surveying university students in the Seoul metropolitan area (using convenience sampling) and 322 questionnaires were used in the statistical analysis. Correlation analysis, factor analysis, and regression analysis were conducted to analyze the data. The findings show the validity of the three factors (value, acumen, and response intensity) of the centrality of visual product aesthetics. Tests of the hypothesized path show that innovativeness influences the centrality of visual product aesthetics both directly and indirectly through consumer independent judgment making. Innovativeness positively influenced consumer independent judgment making and the three factors of the centrality of visual product aesthetics, whereas consumer independent judgment negatively influences the response intensity factor of the centrality of visual product aesthetics. The implications of these findings and suggestions for future study are also discussed.

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