| Abstract |
| Bags have evolved beyond mere containers for personal belongings into spatial sculptural objects that fulfill conspicuous desires. With the rapid expansion of the female consumer base in their 20s, this study aims to quantitatively analyze the contribution of luxury bag design to their emotional responses. Correlations between luxury bag design and emotional responses were measured using Quantification Theory Types III and I using 50 bag images collected from the official websites of Gucci, Dior, Chanel, Louis Vuitton, and Hermes, along with 21 emotional descriptors. The analysis applying Quantification Theory Type III revealed that the emotional response space for currently available luxury bags is structured around two axes: “fancy” and “casual.” Bags preferred by women in their 20s tend to lie primarily ons the negative side of the y-axis, corresponding to a “formal” emotional space. By contrast, bags positioned on the positive side of the y-axis (the “casual” emotional space) showed a lower preference. Furthermore, using Quantification Theory Type I, we found that the independent variable “bag material” exerted a significant influence on achieving a “formal” impression. This study provides objective data on the market for women in their 20s by conducting a quantitative analysis of their emotional responses to luxury bag design. |
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| Key Words |
| 감성정보, 감성반응, 명품 가방, 20대 여성 대학생, 이미지맵, Emotional Informaton, Emotional Response, Luxury Bags, Female College Student in Their 20s, Image Map |
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