체화인지 이론에 기반한 항저우 문화 IP 디자인 연구 ‑샤오산 국제공항 IP 디자인을 중심으로‑

초록

Background As city culture IP spreads as a means to mediate regional identity and urban image, many cases remain limited to juxtaposing cultural symbols, leading to criticism that theoretical foundations and evaluation frameworks at the user experience level remain fragmented. This study aims to structure Hangzhou's cultural experience into three dimensions—perception, behavior, and emotion—based on embodied cognition theory, and to connect this to a design and evaluation procedure for urban cultural IP applicable at public touchpoints. Methods Through literature review, this study organized the embodied cognition experience structure into three layers: perception, behavior, and emotion. Hangzhou cultural assets were clustered through KJ affinity diagrams, and then mapped to the perception, behavior, and emotion experience structure to derive a design factor system. Based on the derived factor system, a single character-centered IP prototype was developed, and a scenario for its application at Hangzhou Xiaoshan International Airport was constructed. User evaluation measured the three dimensions of perception-action-emotion through a 5-point Likert questionnaire immediately after presenting the rendering image for adult airport users. Results Results from analyzing 286 valid responses showed the measurement tool demonstrated acceptable internal consistency (Cronbach's α=0.843). Responses across the three-tier indicators generally exhibited a positive tendency relative to the neutral point. Single-sample tests revealed statistically significant positive responses relative to the neutral point across all three dimensions, validating the empirical consistency of the proposed design logic. Conclusion By consistently linking the embodied cognition-based perception-behavior-emotion structure through the derivation of urban cultural factors, prototype implementation, and user evaluation, this study presented design logic applicable to public spaces like airports and provided minimal empirical evidence. However, considering the limitations of single-rendering-based evaluation, future research should broaden generalizability through verification including comparative conditions and field-based stimulations.

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