B2C 모델에서 통합 디자인 커뮤니케이션(IDC) 요소가 인지된 전문성과 소비자 태도에 미치는 영향

초록

Under the B2C model, the mechanisms through which integrated design communication (IDC) affects consumer attitudes remain under explored. Focusing on Chinese whey protein powder brands, this study develops an IDC-based model covering brand identity, advertising, packaging, information, multimedia, and spatial design, with perceived professionalism as a mediator. Using PLS-SEM, the results show that all design elements except packaging and spatial design significantly influence perceived professionalism, with information design having the strongest effect. Perceived professionalism positively affects consumer attitudes and mediates these relationships.

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