| Abstract |
| To find out characteristics of TV home shopping`s virtual space deepness styling, this study had analysis characteristics of space deepness which is showed on flat TV screen with actually aired 6 dinnerware sales case, at C* home shopping, March.2005~November.2010, and survey consumer`s emotional verbal image according to space styling character to get space deepness, which were shown on flat TV screen with camera angle, and research mutual relation with consumer preference. Also consumer`s typical emotional verbal images for each space styling images for brand dinner ware sales had been extracted with reliability analysis, factor analysis, and multi dimensional scaling MDS using SPSS. Styling characteristics of space deepness were contrast of size, layering, vertical arrangement, and perspective arrangement, and used camera angles were bird`s eye view, hi angle, and eye level. Result from the research is, highly marked consumer preferred styling material had a deep corelation to material`s main factor and perceived emotional verbal images. Therefore this research could bring forward to new consumer preferred styling characteristics according to camera angle. Furthermore, it will be possible to make a study of preferred styling material through evaluation of quantitative spectators of in this area. |
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| Key Words |
| TV홈쇼핑 브랜드 식기 판매 공간, 카메라 앵글의 공간 깊이감, 소비자 선호도, TV home shopping brand dinnerware sales space, space deepness of camera angle, consumer preference |
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