• Management & Information Systems Review
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• v.30 no.1
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• pp.159-185
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• 2011

We can divide brand experience in the brand community of online blog into the following five types: sensuous experience, emotional experience, cognitive experience, behavioral experience, and relational experience. And this study is aimed at looking into what differences are among the effects those five have on the consumer-brand relationship. Also we wanted to analyse empirically what structural relations this consumer-brand relationship through the whole experience has with brand attachment and brand commitment. The outcome shows that emotional experience, cognitive experience and relational experience affect the consumer-brand relationship but sensuous experience and behavioral experience. And our analysis of what structural relations the consumer-brand relationship through brand experience has with brand attachment and brand commitment revealed that the consumer-brand relationship through brand experience has a direct effect on brand attachment but it doesn't have on brand commitment. Brand commitment was confirmed to be affected only through brand attachment. Finally, this is in agreement with the result of the precedent study that brand commitment is an effect variable of brand attachment.

• Asia Marketing Journal
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• v.8 no.2
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• pp.93-99
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• 2006

최근 국내외로 각광을 많이 받은 마케팅 개념 중 하나가 바로 체험마케팅이다. 특히 업계에서는 체험마케팅에 대한 많은 관심이 있었기에 체험마케팅의 여러 개념과 적용사례가 부각되고 있다. 본 글에서는 체험마케팅에 관련된 주요 오해가 무엇이고 그 실상이 또한 무엇인지 설명하고자 한다. 체험마케팅의 첫째 오해는 체험마케팅이 획기적인 개념이라는 것인데 사실 체험마케팅의 근원이 되는 소비자 반응의 계층, 감성 마케팅, 그리고 통합마케팅 등은 다른 선행 이론에서 잘 정립되었다. 하지만 체험마케팅의 공헌은 이처럼 분할된 여러 개념을 한 틀 속에 응용할 수 있게끔 체계화시켰다는 점이다. 둘째 오해는 체험마케팅의 뜻이 감각마케팅과 통용된다는 것이다. 체험마케팅의 유수 사례 중에는 오감마케팅만을 강조하는 경우가 많은데 성공적인 체험마케팅을 꾀하는 기업은 소비자의 전체적인 체험의 향상을 지향해야 한다. 셋째 오해는 체험마케팅이 감성마케팅만을 강조하고 이성적 마케팅을 간과한다는 생각이다. 체험마케팅은 실제로 소비자의 상황분석에 근거하여 이성과 감성적 마케팅을 둘 다 포괄하는 접근방식이다. 넷째 오해는 체험마케팅의 개념이 너무 추상적이어서 실무에는 큰 도움이 되지 않는다는 주장이다. 하지만 체험마케팅의 실무적인 프로세스를 충실히 따르면 여러 가지의 마케팅 및 조직상의 긍정효과가 나타난다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.13 no.6
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• pp.103-115
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• 2018

Recently, our interests are growing up the local food with global food's internationalization. Our interest about local food is increasing with agricultural crises and food safety. And this research will study how the local food cultural experience effect to local food's customer satisfaction and customer royalty. This study analyze customer who experienced the local food cultural experience. And we follow Pine & Gilmore's theory. They proposed the experience economic theory, which proposed 5 factors to analyze customer. Those are educational experience, emotional experience, entertaining experience, escaping experience, and physical experience. We select two factors, which are entertaining experience and physical experience. And we will study the customer satisfaction and royalty of the perceived customer by the two experienced factors. Especially, we analyze the local food policy, cultural factors related with local food, and customer's perceived value effect, and then, we will figure out the correlations among factors, propose the policy implications related with local food cultural experience and economic value creations of rural economy.

• Proceedings of the Korean Society of Computer Information Conference
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• 2011.06a
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• pp.373-376
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• 2011

본 논문에서는 체험마케팅 중에도 감성 마케팅과 관련한 매장 내 환경이나 소비자 관점에 관한 연구는 그리 많지 않은 편이며, 특히 매장에서 경험하는 감각적 요소들이 소비자들의 소비감정과 어떻게 관련되고 소비자 행동 특성에 어떠한 영향을 미치는지에 관한 조사결과 감각, 감성, 관계/행동, 충성도 등을 분석한 결과 제안모델이 매장에서 체험이 고객충성도에 미치는 영향이 우수함을 제안하였다.

• Proceedings of the Korean DIstribution Association Conference
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• 2006.05a
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• pp.141-164
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• 2006

오늘날 새로운 마케팅 기법으로서 고객중심적인 체험마케팅의 중요성이 증대되고 있다. 본 연구는 여성화장품 소비자의 체험마케팅이 브랜드 인식에 미치는 영향을 파악하는데 목적을 두고 있다. 연구는 설문조사를 통해 수행하였으며 설문조사는 국내 한 화장품회사의 체험행사에 참여한 여성으로 하였다. 설문은 체험마케팅 참여 전과 후로 나누어 두 차례 동일한 상대를 조사하여 그 결과를 비교하였으며, 연구결과 첫째, 체험마케팅 행사 참여 후 브랜드인지도의 향상은 유의한 것으로 나타났고. 둘째, 체험마케팅 행사 참여 후 브랜드 신뢰도도 유의하게 향상된 것으로 나타났다, 셋째, 체험마케팅 행사 참여 후 브랜드충성도도 유의하게 향상된 것으로 나타났고 넷째, 체험마케팅 행사 참여 후 브랜드이미지도 유의하게 향상된 것으로 나타났다. 따라서 본 연구는 소비자의 브랜드 인식을 향상하는데 있어 체험마케팅의 효과가 입증되었다.

• Management & Information Systems Review
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• v.32 no.2
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• pp.237-257
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• 2013

As there is impulsive buying that is pervasive phenomenon in the clothing consumption area, many academics and practitioners have been interested in it. Although prior studies have provided useful insights for understanding and predicting consumers' impulsive behavior, the findings do not clearly explain why different consumers influence impulsive behavior differently even when presented with the same shopping environment. Regulatory focus theory (Higgins, 1987, 1997, 2001) provides an insight for better understanding of consumers' impulsive responses to the elements of shopping experience. Thus, the purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their shopping experiences and impulsive behavior. A total of 157 data collected from female consumers lived in Ulsan and Pusan was used for this study. The results were as follows: First, sensitive experience and emotional experience have significantly positive effects on impulsive buying, but rational experience does significantly negatively effects on it. Second, to test the moderating effects of consumers' regulatory focus, responses were divided into two groups including promotion-focused group (n = 91) and prevention-focused group (n = 66) based on the relative strength of one type of their regulatory focus, which was introduced by Higgins (2001). Multiple regression analysis (independent variables: shopping experience, dependant variable: impulsive buying) was run within each group. The results showed that for the promotion-focused group, sensitive and emotional experience have significantly positive effects on impulsive buying. For prevention focused group, sensitive experience has significantly positive effects on impulsive buying and rational experience does significantly negatively effects on it. Chow's and Fisher's z-test were confirmed that the relationship between shopping experience and impulsive buying behavior was significantly different depending on consumers' regulatory focus.

• The Journal of the Korea Contents Association
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• v.9 no.5
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• pp.230-240
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• 2009

This study proposes a theory of consumer experiences based on a cognitive science framework that serves as an alternative to the mainstream marketing paradigm of information processing and choice. The theory consists of three key theoretical constructs: experiential modules, primary vs. secondary experiences, and the hierarchy of experiential modules. Based on this theory, this study investigates the effect of experiential attributes and functional attributes on consumer's product evaluations, and the moderating role of consumer's knowledge. The main research findings are (1) the subjects react faster to sensory and affective stimuli(ex: experiential attributes) than they do to intellectual stimuli (ex: functional attributes), (2) the interaction modularity of attributes(functional vs. experiential) $\times$ tempo(normal vs. fast) $\times$ product knowledge(novice vs. expert) appear significantly with product evaluation as the dependent measure.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2008.10a
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• pp.21-24
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• 2008

감성 컨버전스 시대에 있어 상품의 성능이나 기술은 더 이상 소비자의 선택요소는 아니다. 소비자들은 능동적으로 상호작용이 가능한 체험을 원한다. 체험을 줄 수 있는 공간의 역할을 강조되고 총체적인 공간마케팅 전략의 필요성이 부각되고 있다. 본 연구는 사례를 분석하여 소비자 욕구 충족 요소와 체험요소의 관계를 파악하고 공간마케팅 전략의 방향성을 제언하고 있다.

• Journal of Distribution Research
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• v.12 no.2
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• pp.1-22
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• 2007

The primary purpose of this research is to develop and test a model that explains the process of how In-store experiences (physical environmental quality, personal interaction, product experience) through perceived risks and brand attitude influence purchase intention. Perceived risks and brand attitude are proposed as mediators that make a significant impact on purchase intention. Through structural equation modeling using 235 consumers who visited the experience store in IT Industry, we find that In-store experiences influence perceived risks, brand attitude and then enhance purchase intention. Thus, IT companies should make every effort to create In-store value for visited consumers. Based on these results, managerial implications for experience store operation and marketing strategy are discussed. Finally, limitation for this research and further research issues are suggested.

• Product Safety
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• s.261
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• pp.44-47
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• 2015

소셜미디어가 부상하면서 과거의 브랜딩 방식으로는 소비자의 마음을 얻기가 점점 어려워지는 환경이 되고 있는 가운데, 취향을 추구하는 소비자들로부터 인상적인 소비체험을 이끌어내고 있는 '작은 브랜드' 들이 부상하고 있다. 소비자들의 적극적인 호응을 이끌어내고 있는 '전염성 있는 브랜드'들의 속성을 살펴본다.