AI디자인과 전문가디자인에 대한 디자인 이미지 및 태도 차이에 관한 연구

As the use of AI-generated design continues to expand, growing interest has emerged in understanding how consumers perceive and evaluate designs created by artificial intelligence. In particular, the influence of product design images on the formation of consumer design attitudes has become an important area of research. This study examines whether consumer perceptions of design image and design attitude differ depending on the design origin—AI-generated versus expert-designed—even when the product itself is identical. Based on prior literature, key dimensions of design image were identified, and a research model comparing the two design origins was developed. An experimental survey using Bluetooth speaker images was conducted to collect data on consumers’ perceived design images and design attitudes. The results show that AI-generated designs were evaluated more favorably in terms of design attitude than expert-designed ones. In the comparison of design image dimensions, AI-generated designs received higher evaluations on uniqueness and utility, while expert-generated designs were rated higher on femininity and compactness. Moreover, in the AI-generated design condition, aesthetics, uniqueness, utility, and nobility were identified as the key factors shaping design attitude, whereas in the expert-designed condition, aesthetics, utility, femininity, nobility, and compactness emerged as the major determinants. These findings indicate that consumers apply different interpretive frames depending on the perceived design origin, suggesting that the influence of design image is context-dependent and varies according to the creator of the design.