MZ세대 여성 의류 브랜드의 시각 시스템 디자인 요소 및 그 영향 메커니즘에 관한 연구

초록

This study examines women of the MZ generation and, based on the Stimulus­Organism­ Response Theory (S-O-R), constructs a mechanism model of “visual design elements­cognitive response­emotional transformation­purchase intention” to explore how fashion brand visual systems influence consumer behavior. Based on 438 valid questionnaires, SPSS and SEM were used for reliability and validity testing, model fitting, and path analysis. The results show that the model has a good fit (χ²/df = 1.078, CFI = 0.998, RMSEA = 0.013). Color system, layout structure, and image style significantly affect primary cognitive variables, with image style showing the strongest effect on brand image recognition. Brand image recognition and information comprehension efficiency have stronger effects on brand cognitive clarity than perceived individuality. Cognitive clarity further enhances brand trust, while brand trust promotes purchase intention through emotional appeal. The findings indicate that fashion brand visual systems influence purchase intention through the progressive pathway of “cognitive clarity ­trust formation­emotional transformation,” rather than through a direct effect.

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