• Proceedings of the Korean Society of Computer Information Conference
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• 2023.07a
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• pp.549-550
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• 2023

본 논문에서는 데이터 마이닝을 활용한 감성적 여행계획 제공 앱으로 각 개인에게 알맞은 맞춤형 여행계획 추천 어플을 연구하고자 한다. 여행 계획에서 여행자들이 더 좋은 경험을 하도록 돕고 앱을 통하여 여행을 최대로 즐길 수 있으며 앱에서 제공하는 데이터들을 바탕으로 숙소, 관광명소, 음식점 등의 자료제공으로 최상, 최적의 숙소 체험, 훌륭한 음식점 예약, 주변의 좋은 여행지를 검색 가능하게 하고자 한다. 아울러, 어떤 여행을 계획하든 제공하는 앱으로 간편하게 감성적으로 여행을 계획하고 그 체험과 정보들을 다른 사람들에게도 여행 가이드로 추천, 공유할 수 있도록 하고자 한다.

• Asia Marketing Journal
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• v.8 no.2
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• pp.93-99
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• 2006

최근 국내외로 각광을 많이 받은 마케팅 개념 중 하나가 바로 체험마케팅이다. 특히 업계에서는 체험마케팅에 대한 많은 관심이 있었기에 체험마케팅의 여러 개념과 적용사례가 부각되고 있다. 본 글에서는 체험마케팅에 관련된 주요 오해가 무엇이고 그 실상이 또한 무엇인지 설명하고자 한다. 체험마케팅의 첫째 오해는 체험마케팅이 획기적인 개념이라는 것인데 사실 체험마케팅의 근원이 되는 소비자 반응의 계층, 감성 마케팅, 그리고 통합마케팅 등은 다른 선행 이론에서 잘 정립되었다. 하지만 체험마케팅의 공헌은 이처럼 분할된 여러 개념을 한 틀 속에 응용할 수 있게끔 체계화시켰다는 점이다. 둘째 오해는 체험마케팅의 뜻이 감각마케팅과 통용된다는 것이다. 체험마케팅의 유수 사례 중에는 오감마케팅만을 강조하는 경우가 많은데 성공적인 체험마케팅을 꾀하는 기업은 소비자의 전체적인 체험의 향상을 지향해야 한다. 셋째 오해는 체험마케팅이 감성마케팅만을 강조하고 이성적 마케팅을 간과한다는 생각이다. 체험마케팅은 실제로 소비자의 상황분석에 근거하여 이성과 감성적 마케팅을 둘 다 포괄하는 접근방식이다. 넷째 오해는 체험마케팅의 개념이 너무 추상적이어서 실무에는 큰 도움이 되지 않는다는 주장이다. 하지만 체험마케팅의 실무적인 프로세스를 충실히 따르면 여러 가지의 마케팅 및 조직상의 긍정효과가 나타난다.

• Asia Marketing Journal
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• v.12 no.2
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• pp.53-81
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• 2010

Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.406-414
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• 2010

This research the impacts of the experiential marketing elements to the festival brand loyalty and the results are as follow. First, the research showed 2 difference parts as the age and income in the experience and cognitive items. Second, it showed all items of sensory experiences of experiential marketing, emotional experience, cognitive experiences positively affect to the festival brand loyalty. Through these results, first, we could suggest a new data for the development of the festival experience marketing for the enhancement of the festival brands in the future. Second, as the new research applying the festival and experiential marketing, we could found the experiential marketing through the intangible goods as like the festival could affect to the reinforcing of the brand loyalty.

• Management & Information Systems Review
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• v.32 no.2
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• pp.237-257
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• 2013

As there is impulsive buying that is pervasive phenomenon in the clothing consumption area, many academics and practitioners have been interested in it. Although prior studies have provided useful insights for understanding and predicting consumers' impulsive behavior, the findings do not clearly explain why different consumers influence impulsive behavior differently even when presented with the same shopping environment. Regulatory focus theory (Higgins, 1987, 1997, 2001) provides an insight for better understanding of consumers' impulsive responses to the elements of shopping experience. Thus, the purpose of our research was to understand the effect of consumers' regulatory focus (i.e., promotion focused vs. prevention focused) on their shopping experiences and impulsive behavior. A total of 157 data collected from female consumers lived in Ulsan and Pusan was used for this study. The results were as follows: First, sensitive experience and emotional experience have significantly positive effects on impulsive buying, but rational experience does significantly negatively effects on it. Second, to test the moderating effects of consumers' regulatory focus, responses were divided into two groups including promotion-focused group (n = 91) and prevention-focused group (n = 66) based on the relative strength of one type of their regulatory focus, which was introduced by Higgins (2001). Multiple regression analysis (independent variables: shopping experience, dependant variable: impulsive buying) was run within each group. The results showed that for the promotion-focused group, sensitive and emotional experience have significantly positive effects on impulsive buying. For prevention focused group, sensitive experience has significantly positive effects on impulsive buying and rational experience does significantly negatively effects on it. Chow's and Fisher's z-test were confirmed that the relationship between shopping experience and impulsive buying behavior was significantly different depending on consumers' regulatory focus.

• The Journal of the Korea Contents Association
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• v.17 no.1
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• pp.157-165
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• 2017

Even though the importance of emotional aspects in design has been discussed and researched actively, researches mainly focusing on the emotional aspects expressed through architectural materials have been rare. Thus, Previous researches were investigated to draw typical categories to express emotional characteristics through architectural materiality. Case study shows Zumthor's practical methodologies in these state: tectonic expression with creative tectonic methods and local residents' voluntary-participation in construction; enhancement of intimate emotional ties with the local heritage through the usage of local materials and traditional construction techniques; coexistence of past and present materials, and showing the change of materiality via weathering; activation of synesthesia by touching multiple senses; sustainability by using environment friendly materials and construction methods. The results can be hopefully helpful to future researches related to emotional aspects on spatial design.

• Journal of the Korea Society of Computer and Information
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• v.20 no.3
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• pp.169-176
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• 2015

The purpose of this paper is to study renovation plan of value chain from a user's viewpoint by making practical application of digital technology. And it is surely meaningful to investigate the important motivation factors of continuous using smart-phone, and to analyze the improving effect toward to the quality of life in continuous using smart-phone. By this study we can expect the value improving effect of user experience. The results of hypothesis testing can be summarized as follows: First, the hypothesis that positive affect has a plus effect on pragmatic value is accepted. Secondly, the hypothesis that positive affect has a plus effect on hedonic value is accepted. Thirdly, the hypothesis that negative affect has a minus effect on pragmatic value is accepted. Fourthly, the hypothesis that negative affect has a minus effect on pragmatic value is rejected. Fifthly, the hypothesis that pragmatic value has a plus effect on life satisfaction is accepted. Sixthly, the hypothesis that hedonic value has a plus effect on life satisfaction is rejected. In the competition among enterprises, user experience instead of goods themselves became influential as a differential factor. And many advanced enterprises began taking a serious view of customer's happiness and user experience improvement.

• Proceedings of the Korea Society of Design Studies Conference
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• 2005.05a
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• pp.184-185
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• 2005

• The Journal of the Korea Contents Association
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• v.12 no.11
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• pp.313-337
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• 2012

Recently, according to the being activated exhibition, it has been focused on the participants in order to enhance its interest and satisfaction. Consequently it is set up the model of research and the hypotheses based on the leading study of the physical environment of the exhibition and experience This study would like to analyze how the physical environments of the exhibition are effected on the factor of the experience and the participants' satisfaction. It also would like to check the factor of the experience to promote the participants' call and provide the useful information for the exhibitors to raise the participants' satisfaction. Being set the physical environment of the exhibition(layout accessibility, Facility aesthetics, facility cleanliness, convenience, comfort, human services) as a independent variable and fix the factor of experience (sense, feel, think, act and relate) as a parameter, the participants' satisfaction is identified. As a result of the research, the factor of experience is affected by the physical environment of the exhibition and the participants' satisfaction is affected by the factor of the experience. Therefore, the exhibitors have to consider the physical environments of the exhibition and the factor of experience for making the participants' satisfaction high when they hold the exhibitions.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.184-200
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• 2013

In post-industrial society, the ability to feel and express emotion is becoming ever more important. In diverse areas of our lives such as economic, social, political and cultural activities, we are witnessing an increased application of the emotional dimension. This paper deals with the human experiences in emotional designs. Literature reviews and case analyses have been used as the main research methods. I first examine the aspects of emotional experience in designs, and then go on to analyze the components of each aspect. Emotional experience in designs has three basic aspects : (a) initially there exist user's emotional needs (b) then these emotions are delivered through design, (c) finally, emotions expressed in designs are experienced by the user. Followings are the related components for each aspect : (a) Physiological, psychological, social and cultural factors cause one to feel emotional needs. (b) Emotion is delivered either through visual symbols, experience, interaction and participation. (c) Emotion is experienced by sensing, feeling, thinking, acting and relating.