Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

On the Influence of Branded-app Usage and Motivation on Brand Attitudes, Satisfaction and Intention to Repeat Usage

브랜드앱 이용동기가 브랜드 태도와 만족도 및 지속적 사용의도에 미치는 영향에 관한 연구

  • Park, Keun-Young (Dept. of Advertising & Public Relations, The Graduate School, Hongik University) ;
  • Lee, Chull Young (Dept. of Advertising & Public Relations, The Graduate School, Hongik University) ;
  • Kim, Jin-Hee (Dept. of Advertising & Public Relations, The Graduate School, Hongik University)
  • 박근영 (홍익대학교 대학원 광고홍보학과) ;
  • 이철영 (홍익대학교 대학원 광고홍보학과) ;
  • 김진희 (홍익대학교 대학원 광고홍보학과)
  • Received : 2016.03.23
  • Accepted : 2016.05.20
  • Published : 2016.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

With the rapid expansion of smart-phone based brand app and its marketing implementations, the marketers stake much resources in the success of brand apps so that they are able to reinforce the user satisfaction and intention for repeat use. The purpose of this paper is to understand the characteristics underlying the brand applications and to analyze the usage and attitudes of the users. Self-administered survey on the research variables for respondents of 20-49 age group was conducted and the results as follow. The results are as follows the consumers are more satisfied with its usefulness, entertainment, and design attributes of the brand app. They tend to keep using a brand app that contains useful contents and great entertainment elements. Marketers thus need to reflect those elements when developing and distributing a brand app in order to meet the needs of their customers. The study results would help marketing firms find new competitive edges by providing basic insight for new competition strategies for brand app development.

본격적인 스마트폰 대중화 시대가 시작되면서 소비자에게 브랜드 경험을 제공하기 위해 다양한 커뮤니케이션 수단이 등장하였고, 그 중 하나가 애플리케이션 형태로 제공되는 브랜드 앱이다. 이에 본 연구는 브랜드 앱의 특성을 이해하고 소비자들의 브랜드 앱 이용행태를 연구하고자 한다. 이를 위해 20-40대 직장인 250명을 대상으로 브랜드 앱 이용동기와 종속변수들에 대한 설문조사를 실시하였다. 연구 결과, 기업이 브랜드 앱을 제작하고 배포할 때 소비자들은 브랜드 앱의 유용성이나 오락성, 디자인 요소에 좀 더 만족하는 것으로 나타났으며, 콘텐츠 내용이 유용하면서 앱의 오락적 요소가 높을수록 지속적으로 이용하는 것으로 나타났기 때문에 이러한 요소를 잘 분석하고 반영하여야만 다양한 분야의 고객의 니즈를 충족시킬 수 있다. 이러한 연구 결과를 바탕으로 향후 브랜드 앱 개발 시 경쟁 전략 수립 및 브랜드 앱의 개선에 도움이 될 수 있는 기초정보를 제공함으로써 새로운 경쟁력을 가질 수 있을 것으로 기대한다.

Keywords

References

  1. DMC Report, "Understanding the Current Issues and the Prospect of Mobile Application Environment". DMC Media, p.7, 2015.
  2. Ha-na Lee, "A Study on the preference for visual factors brand awareness of Branded applications". Korea Science & Art Forum, vol. 11, pp.104-446, 2012.
  3. Hye-uk Chung, "The Characteristics Inherent in Successful Branded Mobile Apps as A New Communication Method for Consumer Brand Engagement". Journal of Korean Society of Media & Arts, vol. 13, no. 1, pp.35-54, 2015.
  4. Young-Eun Sah, "Application, Getting to know the New Way of Communication at the tip of fingers". 2011.
  5. Byung-hwa Yang, "The Effect of Branded- App's on Brand Performance: Comparison of Mobile Ad Types and Utilitarian Benefits". Advertising Research, vol. 97, pp.282-308, 2013.
  6. Jin-Kyoung Cho, "A Study of App Mar- keting on the Mobile Media-'4R' Branded Application Using Case Study". A Journal of Brand Design Association of Korea, vol. 9, no. 2, pp.317-326, 2011. https://doi.org/10.18852/bdak.2011.9.2.317
  7. Young-Hwan Kim & Ji-een Kim, "App MArketing: New Ideas that Rule the Smart Market". Seoul: The Nan. 2010.
  8. Hai-yong Liu, "The Effects of Brand Application's Attribute on Customer Satisfaction and Product Purchasing Intention". A Doctoral Dissertation, Jeju National University. 2013.
  9. Byung-hwa Yang, "The Effect of Branded- App's on Brand Performance: Comparison of Mobile Ad Types and Utilitarian Benefits". Advertising Research, vol. 97, pp.282-308, 2013.
  10. Bellman Steven, Robert F. Potter, Shiree Treleaven-Hassard, Jennifer A. Robinson & Duane Varan. "The Effectiveness of Branded Mobile Pone Apps". Journal of Interactive Marketing, vol 25, pp.191-200, 2011. https://doi.org/10.1016/j.intmar.2011.06.001
  11. Ye-Seul Choi, Mi-Young. "An Analysis of the Fashion Brand Application". Journal of Fashion Business, vol 15, no.5, pp.129-143, 2011.
  12. Seung-Hee Jang. "A Study on the Process of Advertising Acceptance and the Advertising Strategies of Fashion Brand Applications according to the Characteristics of Smartphone Users". The Graduate School Sookmyung Women's University.
  13. Davis, F. D. "Perceived usefulness, perceived ease of use, and user acceptance of information technology". MIS Quaretly, vol. 13, no. 3, pp.319-339, 1989. https://doi.org/10.2307/249008
  14. D. H. Shin, "Toward an understanding of the consumer acceptance of mobile wallet". Computer in Human Behavior, vol. 25, no. 6, pp.1343-1354, 2009. https://doi.org/10.1016/j.chb.2009.06.001
  15. Seoung-Su Kim, "An Empirical Study on Users' Intention to Use Mobile Applications. A Doctoral Dissertation", The Graduate School Soongsil University. 2011.
  16. Young-Kyun Choi, Ju-Ran Kim & Gi-Hoon Lee, "Profitability Analysis of Smart Phone Application Advertising by Acceptability Forecast", KOBACO, pp.109-111, 2010.
  17. Moon-kyu Lee, Hyun-kyung Kim & Tae-young Kim, "The Effects of Brand Community on Consumer Attitude". Korea Marketing Review, vol. 19, no. 3, pp.197-224, 2004.
  18. Byung-uk Park, Hyun-suk Suh & Youn-kue Na, "A Study on the Effects of Blog Characteristics on the Brand Attitude". Journal of Marketing Studies, vol. 16, no.3, pp.1-40, 2008. https://doi.org/10.1080/09652540801945749
  19. Zeithamel, V. A., Berry & A. Parasuraman. "The Behavioral consequence of service quality". Journal of Marketing, vol. 60, no. 2, pp.31-46, 1996. https://doi.org/10.2307/1251929
  20. Yong-ki Lee, Yong-gin Pei, Nam-soo Yoon & Jong-hyun Park, "A Comparative Study on Purchase Motives and Satisfaction between Korea and China in Internet Shopping Malls". Journal of Marketing Studies, vol. 16, no. 3, pp.103-130, 2008.
  21. Nam-soo Yoon, Yong-gin Pei, Jong-hyun Park, & Yong-ki Lee, "A Comparative Study on e-Satisfaction's Determinants and Consequences in Korean and Chinese Internet Shopping Mall". Academy of customer satisfaction management, vol. 13, no. 1, pp.189-209, 2011.
  22. Bhattacherjee, A. "Understanding information systems continuance: An expectation-confirmation model". MIS Quarterly, vol. 25, no. 3, pp.351-370, 1998.
  23. Soo-hyun Kim, "Effects of Perceived Attributes on the Purchase Intention of Smart-Phone". Journal of the Korea Contents Association, vol. 10, no. 9, pp.318-326, 2010.