• Proceedings of the Korean Society of Computer Information Conference
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• 2011.06a
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• pp.373-376
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• 2011

본 논문에서는 체험마케팅 중에도 감성 마케팅과 관련한 매장 내 환경이나 소비자 관점에 관한 연구는 그리 많지 않은 편이며, 특히 매장에서 경험하는 감각적 요소들이 소비자들의 소비감정과 어떻게 관련되고 소비자 행동 특성에 어떠한 영향을 미치는지에 관한 조사결과 감각, 감성, 관계/행동, 충성도 등을 분석한 결과 제안모델이 매장에서 체험이 고객충성도에 미치는 영향이 우수함을 제안하였다.

• Journal of Intelligence and Information Systems
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• v.29 no.4
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• pp.395-413
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• 2023

This research studied the effect of customer experience characteristics in offline home appliance stores on perceived value and revisit intention. Among the offline distribution of home appliances with more than 100 stores nationwide, two home appliance retailers (HiMart, E-Land), three hypermarkets (E-Mart, Homeplus, Lotte Hi-Mart), and two home appliance stores (LG Best Shop, Samsung Digital Plaza) were selected, and a survey was conducted on men and women in their 20s or older in Seoul, Gyeonggi, and Incheon who had visited and purchased the home appliance store within the last 6 months. As a result of the survey, a statistical analysis was conducted on a total of 330 samples using the PLS (Partial Least Squares) structural equation model and SPSS statistical package. Through this study, the following research results can be obtained. First, educational experience, deviant experience, and aesthetic experience had a positive (+) effect on the functional value. However, entertainment experience did not affect functional value. Second, educational experience, deviant experience, and aesthetic experience all had a positive (+) effect on emotional value. Third, both functional and sensory values had a positive (+) effect on the revisit intention. Fourth, it was confirmed that brand loyalty had no moderating effect between functional value and sensory value revisit intention. The results of this study show the structural relationship between customer experience characteristics, perceived value (functional value, sensory value), and revisit intention. This result provides guidelines on what activities home appliance offline stores should do at a time when online channels threaten the survival of offline channels.

• Culinary science and hospitality research
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• v.21 no.4
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• pp.271-283
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• 2015

The purpose of current study was to find differences of selected attributes and visitors of responses according to their lifestyle as perceived by Pocheon Yidong-BBQ-Galbi Festival participants. Survey method was employed and total 370 data was used for statistical analysis. The results of factor analysis showed that three factors were extracted from lifestyle(Activity, Example, Commonness), and four factors were found from festival selection attribute(Food, Service, Program, Cleanliness). In addition, three clusters(Outgoing personality, Gentle character, Normal character) were extracted from the result of cluster analysis. The result of chi-square shows that selection attributes are significantly different by clusters of festival. Therefore the festival host need to focus on various kinds of BBQ along with diverse foods and activities to make attractive cultual experience festival for visitors who visited with family. Additionally, all selection attributes except clearness have significantly influence on responsive relationship. Thus, the organizer should make an effort to provide high quality of various selection attributes. Current study will be contribute to develop various and fascinating local festival expecially related to food.

• Journal of Korea Entertainment Industry Association
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• v.14 no.3
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• pp.149-162
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• 2020

This paper applied components of experience-based communication in terms of experience theory of Burnd H. Schmitt and context-based communication in the messenger platform environment through the scenario-based survey method, in order to study the influence of individual experiences, shared experiences, ubiquitous connectivity, and contextual usefulness on the perceived value and use intention of chatbot. Through this, the study is to provide companies in various service industries with practical approaches to further promote the use of chatbot. The implications of this study are as follows. First, as most chatbots still do not exceed the human planning level of designing them, it is necessary to consider how to design individual experience elements functionally according to the customer's intention to speak when developing the chatbot. Second, the chatbot should be designed not only from the perspective of completing specific tasks at any real time in anywhere, but also from the overall perspective of enhancing the quality of interaction, including the situation to which the customer belongs. Third, since the chatbot is likely to be anthropomorphized by users, it is important to be cautious about determining the chatbot's 'persona' and 'tone and manner' when developing the chatbot. Customer satisfaction is the most important criterion for the success of chatbot development. In other words, the quality of planning and data rather than the quality of artificial intelligence algorithms determines the utilization of chatbot. This is why companies are trying to make interactions with chatbot as close as possible to human interactions.

• Knowledge Management Research
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• v.23 no.1
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• pp.47-67
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• 2022

Computer and Internet information technologies(ICTs) have changed the modern service industry and people's life style. In particular, the global spread of COVID-19 has attracted more attention to contact service types such as self-service technology. With the increase in labor costs and the enhancement of consumer self-awareness, more and more companies transfer part of their work to customers through their own service technology. This study seeks to answer the following questions. (1) Do technology difficulty and safety perception affect customer value recognition in the self-service technologies? (2) Does customer value recognition influence the intention to use such technologies continuously? This study conducted an empirical analysis with 327 samples to validate the influence of self-service characteristics(technology difficulty and safety perception) on customer value recognition and continuous utilization intentions. Also, it analyzes the moderating effects of age and frequency of use on the relationship between self-service characteristics and customer value recognition. The study results show that the technology difficulty does not affect the customer's perceived value recognition; and the higher the customer's value recognition, the higher the intention of continuous use.

• Journal of Korea Entertainment Industry Association
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• v.15 no.4
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• pp.1-13
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• 2021

In this study, we tried to present suggestions to the Gyeongsangbuk-do tourism officials to satisfy them with experiential tourism resources and to revitalize their participation in the program. Therefore, the implications of this study are as follows. First, research on the satisfaction of experiential tourism programs and the willingness to participate in them is carried out, suggesting that it is a prerequisite for the transformation of the perception of tourists' participation in the Corona era. Second, it is necessary to make it a small experience tourist space that can provide non-face-to-face service utilizing the characteristics of contact technology, and to provide tourists with unique attractions against product discrimination and customer service. Third, through the introduction of non-face-to-face experience programs and expansion of services, the limited and macroscopic environment and social phenomenon of tourism activities in the Corona era, a new perception can be instilled. Fourth, visitors can expect to revitalize the tourism industry through the development and discovery of various programs. Thirdly, it will be possible to revitalize the local economy by giving meaning to the satisfaction of experiential tourism programs to tourists from all over the region's tourism business.

• The Journal of the Korea Contents Association
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• v.6 no.9
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• pp.174-184
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• 2006

This study purposed to contribute to systematic management of service quality of festival by developing scale of service quality. According to the result of this study, scale of service quality in festival was developed, which are composed of 26 measuring items in 8 factors. this study suggests major factors(program quality, experience, interaction as well as tangibles, agreeability, responsiveness, access, reliability related to SERVQUAL). This study has an academic meaning in that it developed a scale of service quality suitable to festival and a practical meaning that it provided foundation of customer satisfaction management.

• The Journal of the Korea Contents Association
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• v.18 no.8
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• pp.514-524
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• 2018

This study applied Q methodology to consumers who have experience using food trucks to understand subjective perception of food truck customers. The purpose of this study is to characterize the perceptual structure of food truck customers, to describe characteristics of the types and to suggest some implications. The results of the type analysis are as follows. The first type (N = 10): Food truck zone accessibility preferred type, the second type (N = 8): Complex entertainment experience type, the third type (N = 9) = 3): Fast food preference type. Future research on food trucks, restaurants, and tourism will be based on a variety of literature and empirical studies, and will be revised and supplemented with more detailed Q methodological questions and analytical techniques to analyze the various opinions of respondents in a more concrete and objective manner.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.291-298
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• 2015

It is pretty hard to sell the kids' furniture online because of the characteristics of the consumers that they will like to make purchases after looking at the actual objects and then considering purchasing them. In this paper, we made the scheme to boost the on-line malls of the kids' furniture market by collecting the consumers' intention to buy before purchasing with questionnaire survey, comparing it with the real data of purchasing, and analyzing the differences. We analyzed the visit number of shopping mall, the page number of views, page duration time per visit, and customer's shopping path by using log data from the children's furniture online shopping mall server. In addition, we analyzed where the customer's influx route is among online advertising. We found that there are requirements for the designs, prices, brand names, and practicalities by the consumers purchasing the kids' furniture online. To strengthen competitiveness of the online kids' furniture malls, we proposed that reinforcing the on-line experiences of furniture, the differential strategies for the products, ensuring the fixed customers are needed.

• Journal of Intelligence and Information Systems
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• v.18 no.4
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• pp.19-42
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• 2012

Consumer consumption patterns are shifting rapidly as buyers migrate from offline markets to e-commerce routes, such as shopping channels on TV and internet shopping malls. In the offline markets consumers go shopping, see the shopping items, and choose from them. Recently consumers tend towards buying at shopping sites free from time and place. However, as e-commerce markets continue to expand, customers are complaining that it is becoming a bigger hassle to shop online. In the online shopping, shoppers have very limited information on the products. The delivered products can be different from what they have wanted. This case results to purchase cancellation. Because these things happen frequently, they are likely to refer to the consumer reviews and companies should be concerned about consumer's voice. E-commerce is a very important marketing tool for suppliers. It can recommend products to customers and connect them directly with suppliers with just a click of a button. The recommender system is being studied in various ways. Some of the more prominent ones include recommendation based on best-seller and demographics, contents filtering, and collaborative filtering. However, these systems all share two weaknesses : they cannot recommend products to consumers on a personal level, and they cannot recommend products to new consumers with no buying history. To fix these problems, we can use the information which has been collected from the questionnaires about their demographics and preference ratings. But, consumers feel these questionnaires are a burden and are unlikely to provide correct information. This study investigates combining collaborative filtering with the centrality of social network analysis. This centrality measure provides the information to infer the preference of new consumers from the shopping history of existing and previous ones. While the past researches had focused on the existing consumers with similar shopping patterns, this study tried to improve the accuracy of recommendation with all shopping information, which included not only similar shopping patterns but also dissimilar ones. Data used in this study, Movie Lens' data, was made by Group Lens research Project Team at University of Minnesota to recommend movies with a collaborative filtering technique. This data was built from the questionnaires of 943 respondents which gave the information on the preference ratings on 1,684 movies. Total data of 100,000 was organized by time, with initial data of 50,000 being existing customers and the latter 50,000 being new customers. The proposed recommender system consists of three systems : [+] group recommender system, [-] group recommender system, and integrated recommender system. [+] group recommender system looks at customers with similar buying patterns as 'neighbors', whereas [-] group recommender system looks at customers with opposite buying patterns as 'contraries'. Integrated recommender system uses both of the aforementioned recommender systems to recommend movies that both recommender systems pick. The study of three systems allows us to find the most suitable recommender system that will optimize accuracy and customer satisfaction. Our analysis showed that integrated recommender system is the best solution among the three systems studied, followed by [-] group recommended system and [+] group recommender system. This result conforms to the intuition that the accuracy of recommendation can be improved using all the relevant information. We provided contour maps and graphs to easily compare the accuracy of each recommender system. Although we saw improvement on accuracy with the integrated recommender system, we must remember that this research is based on static data with no live customers. In other words, consumers did not see the movies actually recommended from the system. Also, this recommendation system may not work well with products other than movies. Thus, it is important to note that recommendation systems need particular calibration for specific product/customer types.