패브릭 소파에 대한 소비자 인식 영향 연구

Abstract

This study was conducted with a focus on the changes in living spaces due to COVID-19, specifically targeting fabric sofas and aimed to investigate the perceptions and experiences of Generation Z (MZ) consumers, The impact of these factors on consumer purchasing intentions in the context of fabric sofas in the living environment. The research findings confirm that recognition, experience, and fashion orientation have a positive impact on textile design expression. This implies that when textile design includes unique and distinctive elements, it can satisfy the design sensibilities of the MZ generation and leave a positive impression. Furthermore, by verifying the mediating effect of textile design expression, the research emphasizes the importance of providing a variety of pattern types to allow consumers to choose based on their individual personality and interior style preferences. The study also underscores the significant influence of consumer values, particularly those pursued by younger generations, on purchase intentions. These values shape attitudes toward brands and affect purchase intentions, emphasizing the need for companies to consider these consumer values when developing products and devising marketing strategies.