| Abstract |
| This study has established the GUI design elements of mobile phones as color, text, layout, graphic icon, and video, under the purpose of exploring the relevance between such elements and brand preference among senior citizens. To accomplish the objective, a model and hypotheses were established, which were tested through a multiple regression analysis. The findings are as follows. First, when the statistical significance was examined by GUI design element of mobile phones, the following results were obtained: Color, text, layout, graphic icon, and video were statistically significant at the significance level given, indicating that such elements all affect brand preference. Second, the relative influence of GUI design elements of mobile phones on brand preference was revealed in the following order: text, color, video, graphic icon, layout. It indicates that boosting the brand preference of senior citizens for mobile phones requires considering ``text`` and ``color`` first before any other element. In addition, as the influence of ``text`` and ``color`` becomes greater, the brand preference also becomes higher. |
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| Key Words |
| GUI 디자인 구성요소, 모바일 폰, 브랜드 선호도, GUI Design Elements, Mobile Phone, Brand Preference |
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