DTV 홈쇼핑채널에서 제품특성에 따른 화면구성의 영상비례 선호도 연구

초록

Recently, consumers are more and more concerned about the video media, particularly the digital TV, in accordance with development of the digital technology, broadcasting and communication being merged, diversifying media and concentrations of video industries. The current analogue-mode (NTSC) broadcasting is expected to stop by 2010 to be replaced with the digital HD broadcasting. The most conspicuous change in the digital TV may be expansion of the screen aspect ratio from the conventional 4:3 to 16:9. Thus, it is judged that the TV home shopping channels would change their screen composition, particularly in terms of AV and text (graphic) information designs, departing far from their current composition. Especially, the AV area ratios are very diverse depending on types of the graphic areas. In this vein, this study aimed to analyze the relationship between AV area ratios and product characteristics (reason- or emotion-appealing) and then, determine the AV area ratios preferred by consumers according to product characteristics. In order to design consumer-preferred screens centering around the aspect ratio of 16:9 and focusing on the aesthetic elements, the researcher analyzed their mutual relationships, and as a result, found that the more emotional a product was, a wider aspect ratio for AV area would be preferred by consumers, and that the more functional a product was, a narrower aspect ratio would be preferred.

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