• Journal of Industrial Convergence
• /
• v.20 no.11
• /
• pp.185-190
• /
• 2022

Since COVID-19, digital transformation has been taking place in the entire industry, and Metaverse is attracting attention as an untect service. Therefore, this study aims to find out about brand experience marketing cases using metaverse targeting beauty brands. This study reviewed previous studies related to metaverse marketing and beauty brand marketing. SK-II, Christian Dior used VR technology to provide users with contents and experience of brand products, and L'Oreal, Sephora, Laneige used AR technology to provide virtual makeup applications. It's believed that this experience marketing will have a positive effect on customers' purchase intention and its importance will increase further to target Z Generation. It's expected that this study can be used as related data in the metaverse and experience marketing of beauty brands, and research on metaverse marketing should be continued in the beauty field.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.13 no.2
• /
• pp.185-193
• /
• 2011

The purpose of this study was to examine the relationships among fashion orientation, shopping motivations, shopping flow experience, and purchases of fashion products. Two types of shopping motivations were employed in the study: goal-directed and experiential. A conceptual research model was developed using research variables and structural equational modeling was used to test hypotheses. Empirical results indicated that fashion orientation had a strong positive direct effect on both types of shopping motives. Experiential and goal-directed motivations both had significant influence on shopping flow experience by consumers. During this process the influence of experiential motivation on flow experience was stronger, which implies the importance of experiential motivation on shopping fashion products. In addition, shopping flow experience played an important role in fashion product purchasing. Results of this study suggest that retailers should take into consideration flow in the context of shopping.

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

• The Korean Journal of Franchise Management
• /
• v.3 no.1
• /
• pp.26-45
• /
• 2012

Market players have realized the importance of brand power and tried to develop effective marketing programs which focus on consumer's brand experience. This study aims to investigate brand experience and brand personality effect on brand attitude which is overall consumer's faith toward brands and repurchase intention in food-franchised by Structural Equation Model. As results, both brand experience and brand personality affect brand attitude although brand experience has more influence than brand personality. As consumers show positive brand experience and attitude, repurchase intention is higher. Brand attitude plays a mediation role in the relation of brand experience and personality, and repurchase intention. Also brand experience shows more influence than others on repurchase intention.

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

• The Journal of the Korea Contents Association
• /
• v.22 no.4
• /
• pp.47-57
• /
• 2022

Newtro is gaining popularity recently as one of the media content genres. Newtro contents are not just a restoration, but are the creations that create new values by adapting to the current situation and appealing to the nostalgia for the past. A total of 254 people participated the online survey. Result showed that users prefer Newtro content that is in the 'moderate incongruity' state with moderate novelty, rather than content that is very new or too familiar. In addition, both 'personal nostalgia' from direct past experiences and 'vicarious nostalgia' from indirect experiences were found to have a positive effect on preference for Newtro content. Finally, it was confirmed that the image of Newtro contents affected the purchase intention of Newtro contents positively. But the attitude toward Newtro contents did not. Based on these results, this study suggested the implications for the differentiation strategy of Newtro contents.

• Korean Journal of Organic Agriculture
• /
• v.22 no.1
• /
• pp.47-65
• /
• 2014

Environment-friendly agricultural products in villages for rural tourism not only are very crucial as a pull factor that attracts tourists but also can serve as a way out for the development of rural areas. Experiences of agricultural products and local dishes can revitalize rural tourism and act as attractors that draw tourists to farm villages for tourism consistently. This study examines factors affecting rural experience tourists' purchase of environment-friendly agricultural products, thereby suggesting marketing strategies for promoting the consumption of environment-friendly agricultural products of villages for rural tourism.

• TTA Journal
• /
• s.133
• /
• pp.44-49
• /
• 2011

인간은 누구나 지구상의 수십억 인구 중 하나의 구성원으로 살아가고 있으며, 그 현실은 자신의 마음대로 움직여주지 않을 뿐만 아니라, 그 활동반경 역시 제한적일 수 밖에 없다. 시간과 공간, 그리고 환경이라는 현실적 제약으로부터 탈피하기 위해 우리는 가상이라는 기술을 이용한다. 가상을 통해 우리는 원하는 대로 현실과 동떨어진 세계를 체험하는 흥미나 오락위주의 기술을 발전시켜 왔지만, 현실과 괴리, 게임 중독, 사회 부적응 등의 부작용을 가져왔다. 그러나, 최근 가상기술이 인간의 생활, 경제, 훈련, 교육, 의료, 국방 등에 다양하게 적용되면서 더 이상 가상기술이 현실과 독립적으로 떨어진 것이 아닌 현실과 혼합된 형태의 서비스로 변화해 왔다. 다시 말해 현실의 시공간적 제약을 가상으로만 해결하는 것이 아니라, 현실환경을 배경으로하는 서비스로 진화한 것이다. 가상쇼핑을 통해 실제물건을 구매하고, 가상드레스를 입어보고 맞춤형 의복을 만들어 내거나, 루부르박물관을 가상으로 투어하고, GPS를 이용하여 자신의 위치에서 가장 가까운 커피숍을 찾는 등 점차 가상기술이 현실로 침투해 오고 있다. 이제 보여야 믿는다 (seeing is believing)는 말은 구시대적 발상이 되었다. 보인다고 실제로 있는 것이 아니고, 안보인다고 진짜 없는 것도 아니다. 사람조차도 가상으로 만들어 실제의 사람들과 공존하는 세계를 보여준 "써로게이트"라는 영화가 아직은 먼 미래의 기술처럼 생각되겠지만, 이러한 혼합세계에 다가가기 위한 기술적 접근이 초보단계에서 이루어지고 있으며, 본 고에서는 이를 위한 가상현실 기반기술의 개발현황과 국가 정책방향에 대하여 살펴보고자 한다.

• Journal of Communication Design
• /
• v.68
• /
• pp.278-288
• /
• 2019

The purpose of this study is to analyze the effects of risk and convenience on purchase intention in the IOT market, and I want to analyze the moderating effect of emotional consumption value. In this study, two products were selected from three product groups. There are three major methods of research. First, theoretical considerations. Second, survey analysis. Reliability analysis and factor analysis were performed using descriptive statistics using SPSS. Third, we measured changes of EEG according to in - depth interview and indirect experience. As a result of the hypothesis of this study, it was confirmed that convenience of use of IoT product influences purchase intention. Risk was predicted to have a negative effect on purchase intentions, but not significant in this study. This implies that IoT products tend to be neglected in terms of monetary loss such as cost of purchase, cost of use, and disposal cost when purchasing. In-depth interviews and EEG analysis revealed that there is a desire to purchase and try out the IoT product due to the nature of the product, the novelty of new technology, and the vague idea that it will benefit my life. The aesthetic, symbolic, and pleasure factors, which are sub - elements of emotional consumption value, were found to have a great influence. This is consistent with previous research showing that emotional consumption value has a positive effect on purchase intention. In-depth interviews and EEG analyzes also yielded the same results. This study has revealed that emotional consumption value affects the intention to purchase IoT products. It seems that companies producing IoT products need to concentrate on marketing with more emotional consumption value.

• Journal of Korean Society of Forest Science
• /
• v.104 no.4
• /
• pp.668-676
• /
• 2015

The objective of this paper is to elicit some policy implications to promote agroforestry in South Korea from the consumers' perspective. We conducted internet survey to 640 urban households about the recognition of forest farming products. Consumers purchased forest farming products for their nutrition, medical function, and safety and regarded them as higher quality than crops cultivated from agricultural land. Consumers preferred forest farming products but revealed no difference in recognition of naturally-grown products. Consumers buying forest products prioritize the quality and medical function among attributes. Among consumers as their income increases, they regard naturally grown products more important than price and freshness. Therefore, to promote agroforestry in South Korea, certification for naturally-grown products to win the consumers' trust and the $6^{th}$ industrialization by combining experience and green tourism program must be considered.