• Title/Summary/Keyword: 감각마케팅

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Analysis of art & culture consumption propensity according to art & culture experience after COVID19: analysis of differences by art & culture perception (코로나19 이후 문화예술경험에 따른 문화예술 소비성향 분석 - 문화예술 인식에 따른 차이분석 -)

  • So, Eun Hye
    • Korean Association of Arts Management
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    • no.60
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    • pp.155-191
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    • 2021
  • The purpose of this study is to analyze the effect of art and culture experience according to art and culture perception on art and culture consumption. Accordingly, the perception expressed through the experiences of consumers was defined as the delivery of art and culture marketing strategies, and the behavior of consumers enjoying art and culture was measured. The research data were analyzed through an online survey. As a result of the analysis, sense, relation had a significant effect on the hedonistic factor, and the act, sense, emotion and relation had significant effects on the other's consciousness, and the behavioral and emotional factors had a significant effect on the intentional factors. The implication from the experience of relationships with others was found to have a negative(-) effect on all factors, which means to be the result of consumers' anxiety in enjoying art due to the pandemic. It is necessary to develop an online business model for consumers who naturally avoid it, and to narrow the gap between online and offline art and culture. Second, it is thought that sponsorship from companies is necessary so that artists who provide art and culture can produce high-quality contents. In the future, if it was studied the relationship between not only consumers who enjoy art and culture, but also suppliers and artists who provide art and culture, it will be able to understand the culture in-depth.

A Marketing Theory-Based Approach to Customer's Perceived Shopping Experience (고객의 지각된 쇼핑경험에 대한 마케팅 이론적 접근)

  • Yoon, Sung-Joon;Choi, Dong-Choon
    • Asia Marketing Journal
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    • v.10 no.1
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    • pp.95-131
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    • 2008
  • This study serves the main research purpose of verifying the hypothetical relationship between antecedent and consequence variables of shopping experience based on the classification system by Schmitt (1999) who dimensionalized experience into five components (sense, feel, think, act, relate). Specifically, the study seeks to fulfill the following three research objectives. First, it substantiates dynamic relationships among the five experiential components comprising the strategic experiential modules that serve as the basis of the theoretical framework of the study. Especially, it focuses on interactive relationships among the experiential components by taking a holistic view of the experience. Second, the study seeks to uncover the effects of pre-experiential antecedents such as shopping motivation and shopping involvement, based on taxonomy of motivation as product-centered vs. experience-centered. Third, the study investigates the effects of shopping experience on intention to revisit with regard to department store, discount store, and Internet shops, based on customers' store experiences. The major findings from this study are as follows: first, the five experiential components were found to have a high level of correlations according to hypothesis verification. Second, shopping motivation was learned to have significant effects on preference toward thinking as well as feeling experiences. That is, product-centered (vs. experience-centered) shopping motivation exerted a greater influence on cognitive (vs. affective experience than affective (vs. cognitive) experience.

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Consumer's Product Evaluation on the Experiential Attributes & Functional Attributes (체험적 속성과 기능적 속성에 대한 소비자 제품평가)

  • Min, Byung-Kwon;Jung, Yong-Gil
    • The Journal of the Korea Contents Association
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    • v.9 no.5
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    • pp.230-240
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    • 2009
  • This study proposes a theory of consumer experiences based on a cognitive science framework that serves as an alternative to the mainstream marketing paradigm of information processing and choice. The theory consists of three key theoretical constructs: experiential modules, primary vs. secondary experiences, and the hierarchy of experiential modules. Based on this theory, this study investigates the effect of experiential attributes and functional attributes on consumer's product evaluations, and the moderating role of consumer's knowledge. The main research findings are (1) the subjects react faster to sensory and affective stimuli(ex: experiential attributes) than they do to intellectual stimuli (ex: functional attributes), (2) the interaction modularity of attributes(functional vs. experiential) $\times$ tempo(normal vs. fast) $\times$ product knowledge(novice vs. expert) appear significantly with product evaluation as the dependent measure.

The Effect of Hotel Brand Experience on Brand Trust, Brand Attachment and Brand Commitment (호텔브랜드 체험이 브랜드신뢰, 브랜드애착과 브랜드몰입에 미치는 영향)

  • Wu, Shi-Yuan;Lee, Ki-Youk
    • The Journal of the Korea Contents Association
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    • v.16 no.12
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    • pp.410-421
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    • 2016
  • The purposes of this study were to investigate the effect of experience in hotel on brand trust, brand attachment and brand commitment. It aims to contribute hotel brand marketing from analyzing and showing how brand experience factors affect brand equity factors. The findings and implications can be summarized as follows: the factor Sense Experience, Feel Experience, Act Experience and Think Experience of Brand Experience caused the positive impact on brand trust and brand attachment. Second, brand trust has a significant impact on brand attachment. Third, brand trust and brand attachment both caused a positive impact on brand commitment. Thus, the hotel managers need to establish a ongoing brand experiential marketing strategy which can improve brand commitment of hotel and ways to be recognized as motivational factors for offered services and products which customer can perceive and experience.

Mobile Eye Tracker and for Use of the Same for Revitalizing Studies on Eye Tracking (아이트래킹 연구 활성화를 위한 모바일 아이트래커의 활용)

  • Seo, Eun-Sun
    • The Journal of the Korea Contents Association
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    • v.16 no.12
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    • pp.10-18
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    • 2016
  • The cognitive ability of humans depends much on the vision. 'Vision' refers to the sense that receives stimulus of light through eyes. 'Gaze' refers to a function of a straight line that connects the central point of the pupil and a viewpoint in the external world, and, in general, it means a straight line that connects an object that is viewed and the eyes. There are active studies on the gaze in various academic circles including 'psychology' and 'cognitive linguistics.' As a method to objectively analyze the gaze, studies on 'eye tracking' are revitalized. A device for studies on eye tracking is an 'eye tracker.' As the fields of the study expand from development and analysis of Web pages to analysis of stores, methods of traffic signal processing, transport equipment, analysis of user experiences on image contents, and marketing analysis, there occurs a greater demand for a glasses eye-tracking than that for a fixed eye tracker. This study identifies the overview and characteristics of eye tracking and presents a way for spreading studies on eye tracking.

Introduction to 3D game character production skill for 3D on-line game (3D온라인게임을 위한 효율적인 3D게임캐릭터 제작기법)

  • 김미진;김재준
    • Journal of Korea Society of Industrial Information Systems
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    • v.8 no.4
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    • pp.55-63
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    • 2003
  • The game & multimedia industry is a high-valued industry comparing to any industry. Also, it has been shown the possibility as considerably bright future industry due to a development of the Internet, an explosive growth of on-line game market, and a union with virtual reality technology Since an on-line game having a clear profit model is expanding to PC and other platform, it brings to us a large change throughout the whole game industry. In order to develop a game, we need a number of elements. A game character among them delivers to a user the overall characteristics of a game as a visual representation and makes us access to a game directly and sensuously. A game character of on-line game is considerable in an operation in the volume of initial sales from a viewpoint of marketing. In addition, it affects to secure users and be immersed in a game. In this paper, we propose a production skill of an efficient 3D game character for 3D on-line game.

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The Effect of Thirst on Impulsive Purchasing: Focusing on the Mediation of Self-Control (갈증이 충동구매에 미치는 영향: 자기통제의 매개효과를 중심으로)

  • Lee, Sinae;Min, Dongwon
    • Journal of Digital Convergence
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    • v.19 no.2
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    • pp.143-150
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    • 2021
  • Prior research on consumer psychology has primarily focused on when and why consumers exhibit impulsive behavior, such as impulse buying. This study focuses on physical stimulation during an impulse purchase as another meaningful factor. Specifically, this study examines whether thirst depletes cognitive resources. The results of two experiments show that impulse purchase tendency increases when consumers are thirsty (Exp. 1), and that the loss of self-control is based on the relationship between thirst and impulse purchase tendency (Exp. 2). These findings suggest that physical stimulation, such as thirst, may be a useful indicator of impulsive behavior in consumers.

Hospital Selection Factors of Patients with Mild Cognitive Impairment (경도 인지장애 환자의 병원선택 요인)

  • Park, Jin-Ju;Oh, Myung-Hwa;Kim, Seung-Il;Kim, Hye-Mi
    • Journal of Korea Entertainment Industry Association
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    • v.13 no.7
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    • pp.441-448
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    • 2019
  • The purpose of this is to investigate the factors of hospital selection in patients with mild cognitive impairment and to provide information to clinicians and medical institutions in preparation for the ongoing admission of patients with mild cognitive impairment. This study was carried out on 36 participants who agreed to participate in the study from May 1st, 2018 to September 30th, 2018. Data collection was performed using K-MMSE and hospital selection factor tool was modified and supplemented according to the study. The results of this study suggest that the distance from the residence or work place shall be closer to that of the hospital, with the easy of transportation, easy administrative procedure, hospital reputation, new services, service or physical therapy and occupation therapy(p <.05). The conclusion of this study is to inform the clinician about the selection factors of patients with mild cognitive impairment and change the marketing strategy of medical institutions prepare to mild cognitive impairment

Differential Effects of Humor Advertising by Expression Type and Receivers' Temperament (유머광고 표현유형과 수신자의 기질에 따른 유머광고의 차별적 효과)

  • Ha, Tae-Gil;Park, Myung-Ho;Yi, Huiuk
    • Asia Marketing Journal
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    • v.9 no.1
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    • pp.23-41
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    • 2007
  • The current study analyzed the relationship between expression type of humor ads and their advertising effects and the differences in advertising effects by expression type according to temperament as categorized by the Myers-Briggs Type Indicator (MBTI). Expression type of humor was classified into arousal-, incongruity-, and superiority-type humor ads. Advertising effects were measured by consumers' cognitive, affective, and conative responses. Three ads were created based on expression type of humor. A personality type, as measured by the MBTI, was categorized into four types of temperament, namely SP, SJ, NF, NT and used as moderating variables. As a result, the advertising effects varied according to the expression type of humor advertising. Interaction effects between ad expression type and temperament on ad feeling and ad preference were also found.

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The Research on Online Game Hedonic Experience - Focusing on Moderate Effect of Perceived Complexity - (온라인 게임에서의 쾌락적 경험에 관한 연구 - 지각된 복잡성의 조절효과를 중심으로 -)

  • Lee, Jong-Ho;Jung, Yun-Hee
    • Journal of Global Scholars of Marketing Science
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    • v.18 no.2
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    • pp.147-187
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    • 2008
  • Online game researchers focus on the flow and factors influencing flow. Flow is conceptualized as an optimal experience state and useful explaining game experience in online. Many game studies focused on the customer loyalty and flow in playing online game, In showing specific game experience, however, it doesn't examine multidimensional experience process. Flow is not construct which show absorbing process, but construct which show absorbing result. Hence, Flow is not adequate to examine multidimensional experience of games. Online game is included in hedonic consumption. Hedonic consumption is a relatively new field of study in consumer research and it explores the consumption experience as a experiential view(Hirschman and Holbrook 1982). Hedonic consumption explores the consumption experience not as an information processing event but from a phenomenological of experiential view, which is a primarily subjective state. It includes various playful leisure activities, sensory pleasures, daydreams, esthetic enjoyment, and emotional responses. In online game experience, therefore, it is right to access through a experiential view of hedonic consumption. The objective of this paper was to make up for lacks in our understanding of online game experience by developing a framework for better insight into the hedonic experience of online game. We developed this framework by integrating and extending existing research in marketing, online game and hedonic responses. We then discussed several expectations for this framework. We concluded by discussing the results of this study, providing general recommendation and directions for future research. In hedonic response research, Lacher's research(1994)and Jongho lee and Yunhee Jung' research (2005;2006) has served as a fundamental starting point of our research. A common element in this extended research is the repeated identification of the four hedonic responses: sensory response, imaginal response, emotional response, analytic response. The validity of these four constructs finds in research of music(Lacher 1994) and movie(Jongho lee and Yunhee Jung' research 2005;2006). But, previous research on hedonic response didn't show that constructs of hedonic response have cause-effect relation. Also, although hedonic response enable to different by stimulus properties. effects of stimulus properties is not showed. To fill this gap, while largely based on Lacher(1994)' research and Jongho Lee and Yunhee Jung(2005, 2006)' research, we made several important adaptation with the primary goal of bringing the model into online game and compensating lacks of previous research. We maintained the same construct proposed by Lacher et al.(1994), with four constructs of hedonic response:sensory response, imaginal response, emotional response, analytical response. In this study, the sensory response is typified by some physical movement(Yingling 1962), the imaginal response is typified by images, memories, or situations that game evokes(Myers 1914), and the emotional response represents the feelings one experiences when playing game, such as pleasure, arousal, dominance, finally, the analytical response is that game player engaged in cognition seeking while playing game(Myers 1912). However, this paper has several important differences. We attempted to suggest multi-dimensional experience process in online game and cause-effect relation among hedonic responses. Also, We investigated moderate effects of perceived complexity. Previous studies about hedonic responses didn't show influences of stimulus properties. According to Berlyne's theory(1960, 1974) of aesthetic response, perceived complexity is a important construct because it effects pleasure. Pleasure in response to an object will increase with increased complexity, to an optimal level. After that, with increased complexity, pleasure begins with a linearly increasing line for complexity. Therefore, We expected this perceived complexity will influence hedonic response in game experience. We discussed the rationale for these suggested changes, the assumptions of the resulting framework, and developed some expectations based on its application in Online game context. In the first stage of methodology, questions were developed to measure the constructs. We constructed a survey measuring our theoretical constructs based on a combination of sources, including Yingling(1962), Hargreaves(1962), Lacher (1994), Jongho Lee and Yunhee Jung(2005, 2006), Mehrabian and Russell(1974), Pucely et al(1987). Based on comments received in the pretest, we made several revisions to arrive at our final survey. We investigated the proposed framework through a convenience sample, where participation in a self-report survey was solicited from various respondents having different knowledges. All respondents participated to different degrees, in these habitually practiced activities and received no compensation for their participation. Questionnaires were distributed to graduates and we used 381 completed questionnaires to analysis. The sample consisted of more men(n=225) than women(n=156). In measure, the study used multi-item scales based previous study. We analyze the data using structural equation modeling(LISREL-VIII; Joreskog and Sorbom 1993). First, we used the entire sample(n=381) to refine the measures and test their convergent and discriminant validity. The evidence from both the factor analysis and the analysis of reliability provides support that the scales exhibit internal consistency and construct validity. Second, we test the hypothesized structural model. And, we divided the sample into two different complexity group and analyze the hypothesized structural model of each group. The analysis suggest that hedonic response plays different roles from hypothesized in our study. The results indicate that hedonic response-sensory response, imaginal response, emotional response, analytical response- are related positively to respondents' level of game satisfaction. And game satisfaction is related to higher levels of game loyalty. Additionally, we found that perceived complexity is important to online game experience. Our results suggest that importance of each hedonic response different by perceived game complexity. Understanding the role of perceived complexity in hedonic response enables to have a better understanding of underlying mechanisms at game experience. If game has high complexity, analytical response become important response. So game producers or marketers have to consider more cognitive stimulus. Controversy, if game has low complexity, sensorial response respectively become important. Finally, we discussed several limitations of our study and suggested directions for future research. we concluded with a discussion of managerial implications. Our study provides managers with a basis for game strategies.

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