The Influence of Design Evaluation Factors in Total Coordination Styling on Perceived Design Value : An Empirical Study on the Mediating Role of Design Attitude

This study empirically analyzed the mediating effect of design attitude on the relationship between design evaluation factors of total coordination styling and consumers’ perception of design value. A structured survey was conducted with 275 female consumers aged 20 and older who had experienced total coordination styling services within the past year. The research model was validated through exploratory factor analysis, multiple regression analysis, and PROCESS Macro (Model 4). The results showed that among the design evaluation factors, creativity, aesthetics, and self-expression had significant positive effects on design attitude, whereas harmony, functionality, and professionalism did not show statistically significant influence. Design attitude had a strong positive effect on perceived design value and served as a key mediating variable. Furthermore, the mediation analysis confirmed that design evaluation factors had significant indirect effects on design value perception via design attitude. This study contributes to the empirical understanding of consumer perception structures by incorporating the integrated design experience of total coordination styling. Based on the findings, future research should consider diverse consumer groups and multiple types of styling stimuli to enhance generalizability and practical application.