제품 외관의 심미성과 소비자 미적 반응이 소비자 구매 관심에 미치는 영향에 관한 연구: 스마트 뷰티 디바이스를 중심으로

This study aimed to analyze the impact of the aesthetic appearance of smart beauty device on consumers’ aesthetic responses and purchase interest. Focusing on technologically converged products such as smart mirrors, LED masks, and facial cleansers-where functionality and aesthetics are combined. The study investigated whether novelty, harmony, and balance elicit emotional responses and enhance consumer purchase interest. The findings revealed that both novelty and harmony had significant positive effects on consumers’ aesthetic responses and purchase interest, with aesthetic response partially mediating these relationships. In the case of balance, it had a significant effect on both aesthetic response and purchase interest, with aesthetic response fully mediating the relationship between balance and purchase interest. These results suggest that in a market where performance gaps between technologies are narrowing, the aesthetic qualities of a product’s appearance can serve as a key factor in shaping positive consumer perceptions and influencing purchasing behavior. Accordingly, the study offers practical implications for the development of new products and related strategies in the beauty device industry.