• 경영과정보연구
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• 제34권2호
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• pp.79-95
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• 2015

본 연구는 브랜드 라이센싱이 소비자의 브랜드인지구조에 미치는 영향을 살펴보기 위해 진행되었다. 소비자 입장에서 브랜드는 상품에 관한 제한된 정보를 보충해주는 강력한 정보 원천이다. 브랜드확장전략은 강력한 브랜드를 가진 유명기업이 활용할 수 있는 전략적 대안이지만 브랜드파워가 약한 기업은 활용하기 힘든 전략이다. 이에 본 연구는 다수의 기업이 활용할 수 있는 브랜드 라이센싱에 관심을 갖고 라이센싱 및 상품유형과 브랜드 경험가치의 적합성이 소비자 위험지각에 미치는 영향을 탐구하였다. 이를 위해 상징재인 가방과 경험재인 크루즈상품을 런칭하려는 가상의 기업을 설정하고, 경험적 가치와 상징적 가치를 지닌 유명브랜드를 라이센싱하는 상황을 가정하는 유사실험을 진행하였다. 조사결과 소비자의 위험지각은 브랜드 태도에 음(-)의 영향을 주는 것으로 나타났다. 상품유형과 라이센싱된 브랜드의 적합성은 상징재보다 경험재에서 소비자의 위험지각을 더 많이 줄여주는 것으로 분석되었다. 특히 상징재의 브랜드라이센싱은 경제적위험과 기능적 위험지각을 축소해주지 못하는 것으로 나타났다.

• 한국의류학회지
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• 제47권2호
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• pp.277-294
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• 2023

As more consumers have turned to online shopping since the COVID-19 pandemic, communication through offline channels has also entered a new phase. Young consumers recognize offline channels as a play space for enjoying various experience elements. Applying Pine and Gilmore's (1998) experiential economy theory, this study initially explores the structure of experience factors in the context of experiential fashion stores (RQ1). Next, we investigate the effect of experience factors on consumer loyalty by mediating store attachment (RQ2). In addition, the moderating effect of fashion innovativeness was verified (RQ3). This survey targeted members of the MZ generation who have visited experiential fashion stores. A total of 225 survey responses were analyzed using AMOS 22.0 and SPSS 26.0. First, as a result of factor analysis, the experience factors of experiential fashion stores were classified into education, escapism, and aesthetic entertainment. Secondly, as a result of structural equation modeling (SEM), all three experience factors positively affected store attachment, and increased attachment positively enhanced consumer loyalty. Finally, as a result of multigroup SEM analysis, consumers with low fashion innovativeness considered educational experience as an important factor in inducing store attachment, while consumers with high fashion innovativeness value escapism and aesthetic entertainment experiences.

• 한국산학기술학회논문지
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• 제18권7호
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• pp.121-129
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• 2017

본 연구는 간호대학생의 생활스트레스가 우울과 스마트폰 중독에 미치는 영향을 파악하고, 경험회피의 매개효과를 확인하기 위한 서술적 조사연구이다. 본 연구는 전남지역 소재의 일개 대학교에 1-2학년에 재학 중인 총 283명 간호대학생을 대상으로, 2015년 9월 1일부터 15일까지 자기보고식 설문지로 조사하였다. 자료 분석은 SPSS 21.0을 이용하여, 기술통계, 상관분석, 위계적 회귀분석, Sobel test 방법으로 분석하였다. 본 연구결과, 간호대학생의 생활스트레스는 경험회피, 우울, 스마트폰 중독과 정적 상관관계를 나타내었고, 경험회피는 우울과 스마트폰 중독 사이에서, 우울은 스마트폰 중독과 모두 정적상관을 나타내었다. 또한 간호대학생의 생활스트레스와 우울 사이에 경험회피가 부분 매개효과가 있는 것으로 나타났고, 생활스트레스와 스마트폰 중독 사이에서도 경험회피의 부분 매개효과가 있음을 확인하였다. 이는 경험회피가 간호대학생의 우울이나 스마트폰 중독과 같은 정신건강문제를 발생시키는데 핵심기제임을 의미한다. 본 연구결과에 근거하여, 간호대학생들의 우울과 스마트폰 중독과 같은 정신건강문제를 예방하기 위해서는 대학생활 동안 경험하는 생활스트레스와 경험회피 정도를 우선적으로 확인하고, 경험회피를 감소시킬 수 있는 중재 프로그램을 개발하여 제공하는 것이 필요할 것으로 보인다.

• 복식
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• 제58권3호
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• pp.34-48
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• 2008

Modern fashion market is being developed by emotional values rather than rational idea of customers. Experiential marketing is an effective marketing strategy for fashion marketplace because customers tend to consider fashion shopping as an enjoyable experience. Among the fashion markets, the fashion stores for middle.old aged women that have various points of contacts could be appropriate place where emotional and relational marketing strategies would be applied to. The effects of the procedure "emotional and relational experience$\rightarrow$commitments$\rightarrow$long-term relationship orientation" that fashion customers are experiencing, by forming a path model, two types of experiential effects from emotion and relation were examined. It was found that fashion emotional and relational experiences were important factors because these factors affected a long-term relationship orientation. The findings of the study provide marketing strategy that enables to promote a consistent relationship between fashion stores and customers. Furthermore, this study will contribute to the criteria for segmentation of middle and old aged women's fashion market who have own desire for fashion emotional and relational experience.

• 웰빙융합연구
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• 제4권4호
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• pp.26-30
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• 2021

Purpose: The study tried to make a comparison between local and global brand hotels with respect to the relationships among customer experiences, service quality, customer satisfaction and consumer-brand relationship. This study provided strategic implications according to its results. Research design, data and methodology: To this end, this study collected data from 300 participants who have stayed at local and global brand hotels in Seoul. SAS 9.4 was used for data analysis. Results: The results showed that experiential modules ('sense' module and 'feel-think-act') affected service quality (human service, physical service) in local brand hotels. But 'feel-think-act', one of experiential modules, only affected service quality in global brand hotels. Also, physical service only had strong effects on customer satisfaction with both local and global brand hotels. Finally, customer satisfaction was influenced by consumer-brand relationships for two hotel groups. But there were no statistically significant differences in all estimations between local and global brand hotels. Conclusions: In conclusion, the study provided some strategic implications that experiential marketing in hotel industry needs be practiced maintain the competitive advantage and sustain branding power and will result in stronger consumer-brand relationships in local and global brand hotels.

• 한국의류학회지
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• 제46권6호
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• pp.987-1003
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• 2022

This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

• 유통과학연구
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• 제20권1호
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• pp.67-76
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• 2022

Purpose: The purpose is to verify the impact of the store environment on interpersonal service quality (ISQ), shopping value and patronage intention, as well as the moderating role of the store format: supermarkets vs hypermarkets. This is significant as previous studies on retailing neglected the effect of interpersonal service quality on the experiential shopping value. The comparison of the model between two retailing formats (hypermarkets and supermarkets) provides a significant contribution and responds to a need to provide insights regarding the moderation of the store types on the contribution of interpersonal service quality and experiential value to customer's retention. Research design, data, and methodology: The hypotheses have been tested after analyzing the data of a survey among 405 consumers exiting stores representing various retailing stores in Tunisia. A Structural model have been finally verified by a path analysis after applying a confirmatory factorial analysis. Multigroup analyses on AMOS allowed to verify the moderation of store types. Results: Results mainly show that patronage intention is affected by the experiential perceived value dimensions. The latter is a direct consequence of ISQ and an indirect outcome of perceived shopping environment. The impact of value, environment and ISQ is moderated by the store type.

• 한국실내디자인학회논문집
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• 제21권2호
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• pp.133-140
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• 2012

Our government finally understood the true meaning of this wisdom and is attempting to revive the rural area by establishing local produce exhibition hall. This is to allow different regions to promote their specialties and provide diverse experience to the public. However, the reality is that unstructured marketing and PR is not achieving much. Marketing in the past was a paradigm of function and benefit. As we passed 20th century, this was challenged, leading to experiential marketing. Customers' cultural urge and interest in experience and participation are getting stronger. With the facilitation of Promotion Center for local special products, local special products and relevant local communities will be promoted, and the distribution business will grow further. This research was performed to establish basic research materials for planning information center in order to invigorate regional products. This study brought about the following results: first, the Promotion Center for local special products can acquire emotional elements by associating the elements with local special products; secondly, the Promotion Center for local special products can acquire cognitive elements by harmonizing local communities' unique identities with their own other special products; thirdly, the Promotion Center for local special products can acquire behavioral elements by enjoying various experiences and events; fourthly, the Promotion Center for local special products can acquire relational elements by integrating other new spaces.

• 한국실내디자인학회논문집
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• 제19권3호
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• pp.67-76
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• 2010

Recently the trend that human emotions become central is strongly on the rise beyond functions in the area of space. In the present situation, the current study is to examine the characteristics of experiential space of emotions through an approach to space appearing in kinetic art paying attention to the fact that the new spatial expressions and forms of Kineticism lie in introduction of 'movement' as a phenomenon that humans who are main agents of experiences can perceive. For research methods, spatial expressions were proposed according to each characteristic extracting characteristics to create space through 'movement' of Kineticism, and the features of experiential space of emotion were elicited by analyzing sensible elements and perceptual characteristics which stimulate human sensitivity through expressive aspects of 'movement' appearing in the case. As a result, it was found that characteristics appeared including immersion through non-daily stimulation, empathy through visual·perceptual stimulation, syn-aesthetic experiences through stimulation of thinking senses, and perceptual activation through physical movement etc. Namely, the present study has its meanings in seeking another directions and possibilities as emotional space to activate experiencers' diverse perceptions and senses by analyzing the characteristics of experiential emotional space through 'movement' of Kineticism which is one of modern plastic arts.

• International Journal of Advanced Culture Technology
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• 제10권2호
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• pp.62-68
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• 2022

Evaluation as learning is important for the learner competency test, and the applicable method is studied. Assessment is the role of diagnosing the current learner's status and facilitating learning through appropriate feedback. The system is insufficient to enable process-oriented evaluation in small educational institute. Focusing on becoming familiar with the AI through experience can end up simply learning how to use the tools or just playing with them rather than achieving ultimate goals of AI education. In a previous study, the experience way of AI education with PLAY model was proposed, but the assessment stage is insufficient. In this paper, we propose ELAS (Experiential K-12 AI education Learning Assessment System) for small educational institute. In order to apply the Assessment factor in in this system, the AI-factor is selected by researching the goals of the current SW education and AI education. The proposed system consists of 4 modules as Assessment-factor agent, Self-assessment agent, Question-bank agent and Assessment -analysis agent. Self-assessment learning is a powerful mechanism for improving learning for students. ELAS is extended with the experiential way of AI education model of previous study, and the teacher designs the assessment through the ELAS system. ELAS enables teachers of small institutes to automate analysis and manage data accumulation following their learning purpose. With this, it is possible to adjust the learning difficulty in curriculum design to make better for your purpose.