홈쇼핑 방송 그래픽 표현이 브랜드 신뢰성에 미치는 영향- 지각된 명품 브랜드 연상의 매개 효과를 중심으로

Recently, home shopping has moved away from the existing image of selling low- and mid-priced products, and the proportion of high-priced luxury goods sales is on the rise. However, even if the luxury goods sold in home shopping sell the same product, the brand trust is insufficient compared to the department store stores. There may be various causes for this, but when approached from a design point of view, home shopping broadcasting graphic design may be the cause of the deterioration of luxury brand reliability by applying the same broadcasting graphic design to the luxury brands on the broadcasting screens of most home shopping companies and the mid-to-low-priced general product groups. The purpose of this study was to determine whether this broadcast screen affects the luxury brand reliability and whether the mediating effect of luxury brand association indirectly affects the luxury brand reliability. To proceed with the study, online survey evaluation of home shopping consumers was conducted by selecting design elements and luxury brand attributes extracted from existing research literature data through an expert group. The influence was set as an independent variable and the perceived luxury brand association attribute as a parameter, and luxury brand reliability was set as a dependent variable and analyzed using a structural equation model using SmartPLS 3.0. As a result of the analysis, it was confirmed that both the direct effect of graphic design of home shopping luxury broadcasting and the mediating effect of perceived luxury brand recognition had a significant effect on luxury brand reliability.