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http://dx.doi.org/10.5850/JKSCT.2021.45.1.73

Types and Experiential Value of Fashion Mobile Play -Focusing on Play Theory-  

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)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.45, no.1, 2021 , pp. 73-93 More about this Journal
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
Fashion mobile play; Play theory; Mobile branded application; Experiential value;
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Times Cited By KSCI : 3  (Citation Analysis)
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