농업디자인의 특성에 따른 소비자 만족도 연구

In the agricultural convergence industry, as the competition to secure consumers intensifies due to changes in consumer preferences, the slowdown in the external growth of agriculture, and the emergence of various agricultural brands, the factors determining purchase tend to include design elements such as emotion and storytelling. As it is being transformed, it is now necessary to upgrade the convergence between agriculture and design. In addition, for design convergence in the agricultural convergence industry, it is important to approach the exploration of convergence characteristics and elements based on their point of view in order to strengthen the linkage between producers and consumers. Therefore, this study was conducted for the purpose of securing basic data for the convergence of agriculture and design by deriving consumer satisfaction with products and brands that appeared in farmland, farms, and crops in agricultural design. The current status of agricultural convergence industry and the characteristics of design convergence by agricultural design type were examined as a theoretical background. Afterwards, in the empirical research design, a survey was conducted and analyzed to find out the design factors that affect consumer satisfaction in each field: research question and hypothesis setting, research model design, and agricultural land/farm/crop design. As a result of the analysis, it was found that only the brand had an effect in the farmland design, the brand and the product in the farm design, and the product and the brand in the crop design. In order to increase consumer satisfaction with the trust, value, and image of agricultural design in the future, the brand should be considered as the top priority.