시각적 일관성이 고급 소비재의 가치 인식에 미치는 영향

Abstract

The fields of marketing and consumer behavior study often focus on the formation of value and status of high-end consumer products. This study examines the impact of visual consistency on the perceived value of luxury products and correlates with the purchase motivation of Generation MZ. The purpose of this study is to explore the impact of visual consistency on the value perception of luxury consumer products. It revealed how visual consistency strategies can influence the perceived value and emotional value of high-end products and how they can improve the purchase decision-making of consumers. Through a research model and hypotheses, this study researched the interaction between visual consistency, perceived value of luxury brands, and purchase motivation of Generation MZ. The study used a mixed methodology combining qualitative and quantitative techniques, and hypotheses were developed to test the relationships between variables. Data was collected through a survey and analyzed. The results of the analysis confirmed a relationship between visual consistency, perceived value of luxury goods, and purchase motivation, and confirmed the mediating effect of purchase motivation. This study provided insights into visual consistency and its impact on the value perception of luxury consumer goods brands. The findings indicate that brands should carefully consider the visual elements and have implications for marketers, designers, and companies seeking to understand and leverage these dynamics of luxury branding and consumer behavior.