대표어
한국학술지인용색인(NRF)
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This study explores the perception gap between professional jewelry designers and consumers in evaluating commercial jewelry within the Chinese market, a gap widely noted in design communication research where professional design intentions often fail to align with users’ lived interpretations. Prior studies suggest that consumers interpret jewelry not only through its physical attributes but also through emotional, symbolic, and culturally embedded meanings, while designers tend to focus on formal, technical, and functional considerations. Building upon this theoretical foundation, the present research aims to quantitatively identify differences in evaluation criteria between designers and consumers, and to provide an empirical basis for developing more consumer-centered design strategies.
To achieve this objective, the study developed a comprehensive measurement scale for commercial jewelry evaluation. This scale consists of 39 items derived from three preliminary qualitative studies integrating 482 emotional descriptors and 153 minimal assessment units frequently used in jewelry-related design and marketing contexts. An online survey was conducted with 434 participants in China, comprising 217 professional jewelry designers and 217 consumers. Exploratory factor analysis using maximum variance rotation yielded a stable five-factor structure that explained 73.72% of the total variance, confirming the construct validity of the proposed evaluation system.
Statistical comparisons using independent sample t-tests revealed significant perceptual gaps between the two groups. Designers showed stronger emphasis on formal quality, structural refinement, material rationality, and functional performance, reflecting their professional training and technical orientation. Consumers, in contrast, placed greater weight on emotional and symbolic value, cultural expression, personal identity, and long-term value considerations such as collectability and emotional attachment. These findings resonate with previous research indicating that jewelry often serves as an expressive medium that communicates individuality and cultural identity, particularly in markets characterized by rapid socio-cultural change. The results further highlight how mismatches between design intent and user interpretation can lead to suboptimal product evaluation, reduced user satisfaction, and missed branding opportunities.
Based on these insights, this study provides an empirically grounded framework that visualizes and quantifies the perceptual mismatch between designers and consumers in the context of commercial jewelry evaluation. This framework has practical implications for refining evaluation criteria, informing design education, and supporting user-oriented approaches in product development and brand communication. Additionally, the study offers methodological contributions by integrating emotional vocabulary and minimal assessment units into a scalable evaluation model.
Limitations of the study include its focus on the Chinese market and its reliance on self-reported evaluation data. Future research should expand the model to different consumer segments, such as generational groups or cultural subcommunities, and conduct cross-market comparisons to deepen understanding of how jewelry evaluation criteria evolve across demographic and cultural contexts.권호기사
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