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The effects of UI(user interface) experience on product attitude and purchase intention for smartphones

스마트폰의 UI(User Interface) 경험이 제품태도와 구매의도에 미치는 영향

  • 염동섭 (남서울대학교 광고홍보학과) ;
  • 유승엽 (남서울대학교 광고홍보학과)
  • Received : 2013.03.10
  • Accepted : 2013.04.20
  • Published : 2013.04.28

Abstract

Increasingly important UI(user interface) on the digital media era, and increasing awareness about the user experience. In this study, by considering these realities, what impact smartphone UI experience, this product attitudes and purchase intentions you want to check. First, the findings of the smartphone UI experience influence on product attitudes of the smartphone was confirmed. Second, the smartphone's UI experience was confirmed also in the purchase of smartphones that partially affects. Finally, attitudes were identified as affecting the purchase of products for smartphones. The results of this study, the strategies suggest the need for consideration of future marketing strategy for smart phones smartphone's UI experience. Especially valuable experience for the smartphone-focused marketing strategy, such as the administration of post-A/S system, ie, around experience than are necessary. Finally, in order to improve the consumer's purchase decision more than anything that can enhance the positive attitude of consumers for its products marketing strategies are necessary.

Keywords

smartphone;UI(user interface);UI experience;product attitudes;purchase intentions