Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Contemporary Consumers' Product Consumption Experiences: A Comparison between the Two Leading Brands of Smart Phone

현대 소비자의 제품소비경험: 스마트폰 상표 간 비교를 중심으로

  • Oh, Ji-Eun (Department of Consumer & Family Sciences, Sungkyunkwan University) ;
  • Ki, Kee-Ok (Department of Consumer & Family Sciences, Sungkyunkwan University)
  • 오지은 (성균관대학교 소비자가족학과) ;
  • 김기옥 (성균관대학교 소비자가족학과)
  • Received : 2011.10.26
  • Accepted : 2012.01.04
  • Published : 2012.01.30
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Abstract

The purpose of this study was to examine consumers' product experiences from the time when the consumer purchases a smart phone, through to the period of use, and to evaluate the product after a period of usage by comparing two groups of smart phone users of the two leading brands, Galaxy S and iPhone 4G. Product experiences were considered through the process of a consumer purchasing and using a product throughout the whole cycle of product consumption. Product experiences were compared between the two brand users according to their demographic backgrounds. The results indicated that iPhone 4G users were more likely to experience functional superiorities and emotional varieties than Galaxy S users. Especially, iPhone 4G users were more likely to experience enjoyment, aesthetics, enhanced self-images and good relationships with others through the smart phone than the Galaxy S users. Galaxy S users were more likely to identify a corporate's image as a superior feature, while iPhone 4G users were more likely to identify multi-functions and endless applications. This study implies that not only the product's functional superiorities but also the consumers' entire cycle of product experiences should be carefully examined and reflected in the development of successful new products in this competitive market.

Keywords

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