The moderating effect of involvement in the effect of perceived value of head-up display design on brand attachment

The purpose of this study is to identify the perceived value of head-up display (HUD) design, a technology applied to automobiles, to reveal the influence relationship with brand attachment, and to verify the moderating effect according to the intensity of involvement between the two variables. Through prior study and theoretical review, the perceived value of design was divided into external value and intrinsic value, and the external value for case study was organized into color, layout, logo type, graphic, and icon, and the intrinsic value for empirical study was divided into economic value, functional value, emotional value, and social value. A case analysis was conducted on HUD of domestic automobile brands Hyundai Motors, Kia Motors, and Genesis, and overall, all brands' HUD designs focused on visible information delivery by adopting simple designs rather than colorful and detailed expressions. In the empirical study, path analysis was conducted through a structural equation model, and the moderating effect according to the degree of involvement was analyzed by conducting a χ2 test. The test results of the hypothesis are as follows. First, it was confirmed that the perceived value of HUD design had a positive effect on brand attachment. Second, it was found that the effect of the perceived value of HUD design on brand attachment varies depending on the level of involvement. Third, it was verified that the effect of the perceived value of HUD design on brand attachment was more positive in high-involvement situations. It is expected that this study will serve as the foundation for subsequent studies related to HUD design.