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Effect of Experiential Marketing on the Smart Car: Application of Human-Car Interaction Design to a Marketing Paradigm  

Kim, Taeksoo (연세대학교 정보대학원 UX전공)
You, Gaon (연세대학교 정보대학원 UX전공)
Choi, Junho (연세대학교 정보대학원 UX전공)
Publication Information
Journal of the HCI Society of Korea / v.12, no.4, 2017 , pp. 17-25 More about this Journal
Abstract
From the vehicle-human interaction perspective, this study investigated the effect of experiential marketing paradigm which considers user experience as main value. We conducted an experiment to compare traditional marketing and experience marketing messages with the smart cruise control and the smart trunk in the context of driving and non-driving context. As a result of the analysis, experience marketing message had higher overall satisfaction than traditional message exposure. Usefulness, usability, and emotion were partially influenced by experience marketing message. The contribution of this study is that the experiential marketing paradigm was applied to automobile UX and practically demonstrated the value of experience design of smart automobile system.
Keywords
Human-Vehicle Interaction; AutonomousVehicle; Experiential Marketing; UX;
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