Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The effect of Smart phone Experiential Marketing on Consumption Value and Purchasing Intention

스마트폰 체험마케팅이 소비가치와 구매의도에 미치는 영향에 관한 연구

  • Nie, Xin-Yu (Dept. of Business Administration, Honam University) ;
  • Im, Chang-Uk (Dept. of Business Administration, Honam University)
  • Received : 2022.02.04
  • Accepted : 2022.04.20
  • Published : 2022.04.28
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Abstract

This study conducted an actual analysis on the effects of smart phone experience marketing by brand on consumption value and purchase intention for Chinese consumers who are interested in smart phone purchase experience or products. In addition, experience marketing was classified into five components such as sense, emotion, cognition, behavior, and relationship. The results, In the effect of the components of experiential marketing on purchase intention, sense, act, fell, and relate had an obviously positive impact on purchase intention, however The result is that think does not affect. The results of this study are more effective when considering the five components of smart phone experience marketing. This The study will contribute to the projecting and establishment of long-term experience marketing of smart phone producers by continuously providing experiences related to the direction of pursuing brand image.

본 연구는 스마트폰 구매경험이나 제품에 관심이 있는 중국 소비자들을 대상으로 브랜드별 스마트폰 체험마케팅이 소비가치, 구매의도 간에 미치는 영향에 대해 실중분석을 진행하였다. 또한, 체험마케팅을 5가지 체험요소로 분류하였고 분석결과, 스마트 폰의 체험마케팅 체험요소가 소비가치에 유의적인 영향을 미치는 것으로 나타났다. 체험마케팅의 체험요소 중 감각, 감성, 행동, 관계는 구매의도에 적극적인 영향을 미치는 것으로 나타났지만, 인지는 영향을 미치지 못하는 것으로 나타나는 결과를 알 수 있었으며, 스마트폰 시용의 체험을 통한 소비가치와 구매의도 간에 긍정적인 영향력을 갖은 것으로 나타났다. 본 연구결과를 보면 체험마케팅의 각 체험요소를 전면적으로 고려하여 소비자들에게 버라이어티한 체험 형식을 제공할 때 더욱 효과적이라는 점을 발견했다. 본 연구는 스마트폰 브랜드의 이미지를 추구하는 방향과 관련성 있는 소비 체험을 지속적으로 제공하는 것이 스마트폰 기업의 체험마케팅을 지속적으로 실시하고자 하는 기획수립에 기여할 것으로 기대한다.

Keywords

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