Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Types and Experiential Value of Fashion Mobile Play -Focusing on Play Theory-

패션 모바일 놀이의 유형과 경험적 가치 -놀이 이론을 중심으로-

  • Park, Shin Young (Graduate School of Human Environmental Sciences, Communications in Fashion Industry, Yonsei University) ;
  • Lee, Yoon Kyung (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Mi Ah (Research Institute of Human Ecology, Seoul National University)
  • 박신영 (연세대학교 생활환경대학원 패션산업정보전공) ;
  • 이윤경 (서울대학교 생활과학연구소) ;
  • 이미아 (서울대학교 생활과학연구소)
  • Received : 2020.08.07
  • Accepted : 2020.11.24
  • Published : 2021.02.28
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Abstract

This study typifies fashion mobile plays in a digital environment and explores the experiential value created by them through a case study of a fashion brand mobile app. For the case analysis, mobile plays were divided into four types: intrinsic motivation/active participation, intrinsic motivation/passive participation, external motivation/active participation, and external motivation/passive participation, depending on the mobile players motivation and level of participation. Among the global fashion brand mobile apps released from 2009 to 2019, 16 cases suitable for the analytical framework were used for final analyses. The main results are as follows. First, mobile play value include characteristics such as networkability, immersion, hyper-spatiality, and super-temporality in addition to the attributes of a traditional play such as spontaneity, uncertainty, regularity, and playfulness. Second, the four types of mobile play provide participants with an experiential value such as creative value, emotional value, social value, and exploitative value. This study has academic implications in terms of introducing a new framework that can typify mobile plays and suggest practical implications for what experiential value fashion companies can give consumers through mobile app marketing.

Keywords

References

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