• Management & Information Systems Review
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• v.29 no.4
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• pp.123-142
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• 2010

This study suggest that firms can use online brand communities as an IMC tool to achieve high brand loyalty through marketer-controlled or loyal customer-controlled brand contacts. In this perspective, the online brand community as a marketing communication tool can help the firm in eliciting favorable responses from customers. This study finds that an online brand community, as a critical marketing promotion tool, helps a firm elicit favorable relationship with customers and build strong brand loyalty. In particular, this study suggests several important theoretical and managerial implications. First, this study confirm that "advertising usefulness" is the most powerful and important factor that affects cgerial 's positive emotionomehile "sales promotion usefulness" impacmehin "interactivity" but dies not impacmhin "cgerial iexperience"ltyevent usefulness" impacmehin "cgerial iexperience"but dies not impacmhin "interactivity." In addition, "cgerial iexperience" signifn "itly impacmehin "cgerial -to-cgerial iinteractivity." This indicates that online environment provides participapacmwith a fun and exciting environment. In that sense, enhancing the online brand community experiencemwould be a critical factor for building strong brand. Thi", mword of mouth can play a riclly important role in making many cgerial s to trust brand and to enhance online brand community loyalty. Web users are becoming web authoore owning and creating content limited only by their imaginations.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.296-304
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• 2019

The Amazon Go was the catalyst of O4O era. O4O is an advanced business model from O2O, which is the integration of offline service to online, especially through smart phone network. We also find the O2O strategy of digital contents companies such as Kakao and Line. This study examined the relation between online character experience and offline purchasing intention on related character products. The SEM was designed on the former study that based on the theory of user experience and brand attitude. The result of this study shows that the users' online experience have influence on the purchasing intention of offline related products and there exist the mediating routes of satisfaction of user experience, brand preference and brand reliability. There are no statistical support to the relation between satisfaction of user experience and purchasing intention. These points illustrate what marketers better to focus on transmedia strategies.

• 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.

• Management & Information Systems Review
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• v.29 no.3
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• pp.123-146
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• 2010

This study is to examine what role is played on formation of brand attitude and brand attachment by the 3 types of brand experiences (rational experience, emotional experience and relate experience) undergone through an on-line brand community site. Also, the study aims to have a positive investigation on what influence is given to brand commitment by the brand attitude and the brand attachment formed through brand experience. The study result reveals that rational experience gives influence rather to brand attitude than brand attachment. On the other hand, it shows that emotional experience gives meaningful influence rather to brand attachment than brand attitude. It also shows that relate experience gives stronger influence to brand attachment than brand attitude. Next, a positive analysis is conducted to find out what difference of influence the brand commitment gives to brand attitude and brand attachment formed through brand experience. The analysis result shows that brand attitude does not give affect to brand commitment but brand attachment gives affect to brand commitment.

• Journal of Digital Convergence
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• v.19 no.6
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• pp.343-353
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• 2021

The beauty industry of China POP-UP store service, has entered the peak development period. This paper takes China Estee Lauder POP-UP store as an example, based on the user experience of interactive marketing mode in Beauty POP-UP store under the new retailing model. The paper aims to establish a system interaction design process integrating online and offline to help enterprises complete the sustainable development of marketing services. To achieve this goal, this study uses questionnaires to investigate the key elements of user experience, customer journey map to determine the user pain points, and completes the design of the new system process. This process can provide designers with a new perspective through experimental verification, with high timeliness and practicability. It also promotes the collaborative optimisation and upgrading of physical retail and online retail and provides theoretical support and practical basis for other enterprises.

• Journal of Fashion Business
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• v.27 no.3
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• pp.1-18
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• 2023

The online shopping industry in China has experienced rapid growth, particularly in the infant goods sector, which is considered highly promising in terms of its growth potential. This growth can be attributed to the Chinese market's increasing economic power, the implementation of new policies concerning marriage and childbirth, changes in family structure, and evolving and diverse consumer demands for infant products. While the infant clothing industry has emerged as a significant player in the Chinese market, there is still a lack of sufficient academic research on the online shopping environment specific to China's infant clothing industry. The objective of this study was to explore the influence of online experiential marketing on brand loyalty and purchase intention among Chinese consumers of children's wear. The study findings indicated that the emotional experience, action experience, and relationship experience encountered by consumers during online interactions had a positive and significant impact on brand loyalty. Both perceptual experience and cognitive experience had a positive and significant influence on consumers' willingness to make a purchase. The study also revealed that brand loyalty had a positive and significant effect on consumers' purchase intention. The perception of online experiential marketing, brand loyalty, and purchase intention varied based on individual attributes, and gender was found to moderate the relationship between online experiential marketing and brand loyalty.

• Journal of the Korea Society of Computer and Information
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• v.29 no.5
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• pp.55-66
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• 2024

The purpose of this study was to identify the experience factors (4Es) of live commerce that provide differentiated value for consumers based on Pine & Gilmore's experience economy and analyze the relationships between experience factors, flow, attitude, and purchase intention. This study conducted an online survey to collect live commerce user responses and employed a path analysis to test the research hypotheses, using Smart PLS 4.0. The results of the study were as follows: 1) all experience factors had significant effects on flow, 2) both entertainment experience and educational experience had significant effects on attitude, while esthetic experience and escapist experience did not have significant effects on attitude, 3) flow had a significant effect on attitude and purchase intention respectively, and 4) attitude had a significant effect on purchase intention. The findings of the study are expected to provide the implications for further research and marketing strategies grounded on the understanding of the experience factors in live commerce.

• Venture DIGEST
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• s.103
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• pp.16-19
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• 2007

2001년 11월부터 중국 서비스를 시작해 누적회원 2억명이라는 경이로운 기록을 세운 <미르의 전설>. 그리고 이를 이은 새로운 시리즈 <미르의 전설3>도 2003년 최고 동시접속자수 60만 명으로 중국에서 한국 온라인게임의 신화를 만들었다. 이에 이어 <창천 2> 출시를 앞둔 (주)위메이드엔터테인먼트(대표이사 박관호). 마케팅팀 김범주 사원의 여자친구인 김지영씨의 MMORPG <위메이드>편을 테스팅해보자.

• Journal of Korea Port Economic Association
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• v.39 no.2
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• pp.111-128
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• 2023

Due to the coronavirus pandemic, interest in outdoor leisure activities is growing. Among outdoor leisure activities, marine sports can be seen as having good conditions to enjoy in Korea. In the case of yachting among marine sports, a number of yacht experience programs have recently been operated centered on Gwanganli and Suyeong Bay in Busan. This yacht experience is an attractive tourism product that can be enjoyed casually, and can bring stress relief to many users. This study tried to verify the effect of the attractiveness of the yacht experience on the stress recovery based on the tourists' experiences using the yacht experience tour. In addition, we tried to verify the intention of revisiting the yacht experience or sharing it with others through SNS through this stress recovery. In addition, as a moderator variable, the difference between the MZ generation and other generations, which use SNS more actively than other generations, was presented and its significance was verified. The survey of this study was conducted online for tourists who experienced yacht experience in Busan. As a result of the analysis, among the attractive factors of the yacht experience, the program, landscape, facilities and service was found to have a significant influence on the users' stress recovery, and satisfaction through stress recovery had a significant effect on the intention to revisit and to share the SNS. In the verification of the moderating effect according to age, a generational difference in revisit intention between the MZ generation and other generations was confirmed. Through this study, it was suggested that various programs of yacht experience should be developed to induce users to revisit, and various marketing using SNS should be carried out.

• Journal of the Daesoon Academy of Sciences
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• v.49
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• pp.187-227
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• 2024

The purpose of this article is to examine the prospects of the religious cultural experience program of Daesoon Jinrihoe by referring to the current status of Korea's Buddhist temple stays, which began with the 2002 World Cup and have become a regular program for the general public with the establishment of the Cultural Corps of Korean Buddhism in 2004. The motivation for Korean participation is mainly rest, while foreigners tend to be more interested in Korean traditional culture. During the experience, the perceived value felt by the participants led to satisfaction and an intention to revisit. Temple stays have contributed to the globalization of Korean Buddhism. The temple stay of Daesoon Jinrihoe is a religious cultural experience program for the public. If it became a regular program, the target could be expanded to include foreigners who wish to experience Korean culture. The activities such as wearing Hanbok, taking a Dojang Tour, praying, and dialogue over tea can be allocated to the program. As a result, the perceived value by participants could be taken as a cognitive value. For instance, they could learn about Sangje's Reordering of the Universe that transformed the order of Sanggeuk (Mutual Contention) into the order of Sangsaeng (Mutual Beneficence). They way that they live their lives could change as a result of these new understandings. The emotional value of the experience would come from experiencing traditional Korean religious culture. The prospect of implementing such a program is twofold: firstly, there are the tasks of proper preparation, and secondly, there are the positive effects. The tasks would first involve creating a systematic and organized center point. Next there would be the matter of preparing spaces for the temple stay, and lastly, an online platform for advertisement, recruitment, and application would also be greatly beneficial. This is a vision that could contribute to the improving public image of the order, its globalization, and to the overall improvement of the facilities and management that would produce a more socially friendly environment.