소주(苏州) 자수 도안 패션 디자인의 감성 디자인에 관한 연구: 멸종 위기 동물의 적용

This study analyzed the impact of using the image of endangered animals applied to traditional Chinese Suzhou embroidery designs as an emotional design element in fashion design on consumer preference and purchase intention. The results revealed that the emotional design elements of Suzhou embroidery fashion designs incorporating endangered animals positively influenced consumers' empathy, cognition, and emotions. Empathy, cognition, and emotions all had significant impacts on consumer likability and purchase intention, suggesting that emotional design elements play an important role in inducing psychological responses and shaping positive perceptions of the product. The study found that as consumers' empathy, cognitive understanding, and positive emotions toward the product increased, their likability of the product also increased, ultimately boosting purchase intention. This confirmed that emotional design elements go beyond mere aesthetic functions, eliciting psychological responses, forming positive product perceptions, and significantly influencing purchase intentions. Therefore, the development of products and marketing strategies that incorporate designs with social messages, such as endangered animals, is important. Effective communication strategies that convey emotional value to consumers can enhance brand loyalty. Furthermore, expanding product lines that emphasize environmental protection and sustainability, as well as developing fashion items using recycled materials, can stimulate consumer environmental awareness and contribute to strengthening the brand’s sustainable image. This study, which specifically analyzes the influence of emotional design elements on consumer empathy and emotions in fashion design, provides important insights for future design strategies and marketing approaches.