??? ????? ??? ????? ??? ?????? ? ??? ?? (Analysis of Relevance among Emotional Design Elements of Smartphone Website, Brand Preference and Brand Loyaltyn)

? ??? ??? ???? ????? ????? ??? ??? ???? ??? ???? ??? ???? ???? ? ??. ??? ??? ???? ?? ???? ????? ??? ??, ??????, ????, ??????, ?????? 5? ??? ????? ???, ??? ???? ??? ???? ????? ??? ????? ?????.
????? ???? ????? ???, ????? ???? ?????? ???? ???? ????. ??? ??? 320?? ??????, ??? ???? 28?? ??? 292?? ????? ?????. ???? ??? ????, ?????, ????, ??????????, ???? ??? ¡®SPSS Win. 11.5¡¯???. ? ?? ????? ??? ???? ????? ????? ??? ??? ???? ??? ???? ??? ???? ??? ? ???? ?? ??? ????? ??? ? ???, ??? ????? ?? ??? ??? ??? ??? ? ??? ????. ?? ???? ?? ?? ???? ??? ????? ???? ? ??? ??? ???????? ??? ??? ??? ??.

This study is aimed at exploring the impact of emotional design elements of smartphone website on brand preference and brand loyalty. To accomplish the objective, the following 5 elements were established as independent variables: color; graphic image; layout; typography; motion graphic. Brand preference and brand loyalty were established as dependent variables, which were empirically analyzed.
The research target was smartphone website, and a survey was done on design majors of junior colleges. Although 320 questionnaires were collected, 28 of them with insufficient information were excluded, and 292 of them were used as final data. The collected data was analyzed using factor analysis, reliability analysis, correlation analysis, and multiple regression analysis, and the statistics were analyzed using ¡®SPSS Win. 11.5.¡¯
It is thought that the factors with great effect to increase brand preference and loyalty could be analyzed through three empirical analysis outcomes as stated above, considering emotional design factor of smart phone web site together, and further provide useful information for the establishment of emotional marketing strategy. However, because of small sample, it was noted that there were limitations in the objectification of this study's outcomes, applying for all smart phone products.