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http://dx.doi.org/10.15207/JKCS.2019.10.11.289

Research on the touch points of city brand users based on M-ICT  

Yao, Xiao-Dong (Dept. of Experience Design, Graduate School of Techno Design, Kookmin University)
Pan, Young-Hwan (Dept. of Experience Design, Graduate School of Techno Design, Kookmin University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.11, 2019 , pp. 289-296 More about this Journal
Abstract
In the era of M-ICT (mobile information communication technology), it is becoming more and more important to establish a city brand image that is "user-centered" and creates a new experience of "interaction between people, people and things, and people and space". The experience of city users on the brand image of a city is the key factor to determine the competitiveness of the city, among which the user's research on the touch point of the city brand is particularly important. The purpose of this study is to enhance the user's brand experience and enhance the city's brand competitiveness. The research methods of this paper are literature review and investigation. Firstly, the background and purpose of the study are expounded, then the characteristics and ways of user experience touch points are defined through the document review, and the multi-latitude composition model of city brand touch points is proposed. By means of user investigation, the structural characteristics of high frequency touch points between digital touch points and physical touch points are obtained. According to the problems found in the investigation, the optimal design strategy of touch point is put forward in combination with the case. The innovation of this study is to study the relationship between the city brand and the touch point of user experience from the perspective of user experience, and propose a multi-latitude model of the touch point of city brand.
Keywords
M-ICT; user experience; city brand; touch point; multi-dimensional model;
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