Journal of the Architectural Institute of Korea (대한건축학회논문집)

Architectural Institute of Korea (대한건축학회)
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Positioning Map of Aesthetic Emotion according to the Level of Architectural Aesthetic and Monetary Value

건축미 수준과 금전적 가치에 따른 미적 감성 포지셔닝 맵

  • Lee, Dong-Joo (Institute of Symbiotic Life-Tec, Yonsei University) ;
  • Ko, Eun-Hyung (Dept. of Architecture and Interior Design, Keimyung College University)
  • 이동주 (연세대학교 심바이오틱라이프텍연구원) ;
  • 고은형 (계명문화대학교 건축인테리어과 )
  • Received : 2023.05.31
  • Accepted : 2024.01.18
  • Published : 2024.04.30
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Abstract

This study was conducted with the purpose of positioning architectural aesthetic sensibility on a coordinate system for the level of architectural aesthetic and monetary value. Data were collected from 800 local citizens targeting public buildings in five metropolitan cities across the country. Through an interactive survey, we collected architectural aesthetic scores, emotional words, and payment amount data using the contingent valuation method. Using R Studio, a big data analysis tool, word cloud analysis and weighted log odds analysis were used to create an emotional vocabulary positioning map based on the level of architectural aesthetic and monetary value. The main results of the study are as follows; First, in word cloud analysis, the architectural aesthetic sensibility is clearly differentiated between architectural aesthetic scores of less than 70 points and over 70 points, whereas in the case of monetary value, sensibility is mixed. Second, as a result of the cluster positioning, positive emotions include those that simply have high architectural aesthetic scores, while there are other emotions that increase both architectural aesthetic scores and monetary value. Third, through word cloud analysis and weighted log-odds analysis, the architectural aesthetic sensibility was finally positioned according to the level of architectural aesthetic and monetary value (Figure 8). Fourth, the emotions that improve both the level of architectural aesthetic and monetary value are 'emotive', 'soft', and 'flamboyant', and these emotions can be design strategies for place marketing and emotional marketing. Fifth, if emotions such as 'ecofriendly' and 'emotive' are highlighted, monetary value equivalent to about 30~40% of the total project cost can be generated. Sixth, sensibilities that undermine both the level of architectural aesthetic and monetary value are 'wasteful' and 'anharmonic,' and these sensibilities can cause financial losses equivalent to approximately 18~27% of the total project cost. The architectural aesthetic emotional positioning map explored in this study can be used as a design strategy, including place marketing and emotional marketing, and is also significant in that it expands the scope of approach and research on architectural aesthetic at a practical level.

Keywords

Acknowledgement

이 논문은 2020년도 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 기초연구사업임(NRF-2020R111A1A01068903)

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