A study on the user experience according to place branding -Focused on the experience store of Samsung and Apple-

장소 브랜딩에 따른 사용자 경험 연구 -삼성, 애플의 체험 매장을 중심으로-

  • Chung, Seung-Jae (Visual Design, HongIk University, General Graduate School) ;
  • Kim, Seung-In (Digital Media Design, HongIk University, International Design School for Advanced Studies)
  • 정승재 (홍익대학교 일반대학원 시각디자인 전공) ;
  • 김승인 (홍익대학교 국제디자인전문대학원 디지털미디어디자인 전공)
  • Received : 2018.05.20
  • Accepted : 2019.07.20
  • Published : 2019.07.28


This study is a user experience study based on location branding at mobile experience stores. As mobile devices have recently become saturated beyond the penetration, the IT industry is encouraging users to buy through experience and can be competitive by increasing brand loyalty through experience stores. The purpose of this study is to analyze the effect of place branding among experience stores through qualitative and quantitative measurements and analyze the user experience factors related to the location branding to present a future direction. A total of eight subjects were given tasks and then experimented with participatory observations and conducted in-depth interviews. The experiment showed that the experience had a significant effect on users, but the difference between each brand was obvious. Since this study has identified the experience-oriented elements, we expect to provide better service and experience for future users.


User Experience;Branding;Samsung;Apple;Experiential Store

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Fig. 1. Samsung Experience Store

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Fig. 2. Apple Experience Store

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Fig. 3. Radial chart Using Honeycomb Model

Table 1. Apple Experience Store Service

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Table 2. Samsung Experience Store Service

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Table 3. Samsung Galaxy Experience Store Experience List

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Table 4. Apple Experience Store Experience List

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Table 5. Pre-Experience Task Content

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Table 6. Apple Experience Store Analysis Results

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Table 7. Samsung Experience Store Analysis Results

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