• Korean Institute of Interior Design Journal
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• v.23 no.1
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• pp.143-151
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• 2014

Nowadays, space branding becomes more important since it reflects and synthesizes the diverse experiences of the consumer. The objective of the research is to present the new possibilities that space branding offers by analyzing the brand strategy and the design characteristics of branded hotels, which are being projected as constructed branded environments. By integrating the brand with visible or invisible elements of the hotel, such as unique space planning, service, and consumer experience, a branded hotel can be a good vehicle to reflect fast changing consumer lifestyles and trends; it enables the consumer to experience brands in his or her everyday life, and it conveys the overall image of the brand by considering the consumer's multi-sensual experiences. The study processed with theoretical research which is related to the hotel space and branded environment. Four brands were selected with distinct business area and brand strategy, and studied to analyze the strategy and the characteristics of the branded environment in a branded hotel. In particular, the case study attempted to evaluate the distinctiveness of the branded hotel's spatial design by comparing each brand's representative flagship store with the hotel. As a result, four characteristics of branded environments in branded hotels were identified, namely, strengthen brand image, consistent brand strategy, extend brand perception, spatialize brand experience. Armani emphasizes their consistent brand image by applying similar design methods in both retail stores and hotel spaces. IKEA, in contrast, applies not their design identity but their brand concepts like practicality, efficiency, and low prices. Pantone gives an expanded brand experience by using synesthetic sensual stimulation using their color system. Missoni mixes and composes their patterns and materials in a three-dimensional manner and strengthens design possibilities and spatiality. This study suggests specific design methods to construct a branded environment in a branded hotel and offers new strategic directions for space branding.

• The Journal of the Korea Contents Association
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• v.15 no.10
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• pp.495-503
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• 2015

This study attempts to reveal that the connection between consumers' self enhancement and consumer-brand relationship can be formed from brand experiences not only through a direct use of products or brands but also through companies' marketing activities including advertising or promotion, in that consumers' sensual, affective, cognitive, and behavioral response to brands are included in brand experiences. After experiencing the Samsung Galaxy S brand with manipulated stimulus, 248 respondents' positive emotion and self-enhancement were increased. Also the positive emotion induced by brand experience increase self-enhancement. This study also shows that brand experience and self-enhancement can significantly affect consumer-brand relationship which in turn affects brand loyalty such as satisfaction, recommendation intention, and repurchase intention. Experiencing strong, favorable, and attractive brand personalities may help consumers to increase positive emotions with self-enhancement and help companies to have brand loyalty through consumer-brand relationship.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• Korean Journal of Human Ecology
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• v.23 no.4
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• pp.697-707
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• 2014

The purpose of this research is to examine the images and interest degree and purchase intension of consumer and images according to demographic characteristics for Hanji clothing products. 207 subjects evaluated images for Hanji clothing and attitudes and behaviors of consumer were analysed. For statistical analysis, frequency analysis, factor analysis, mean, pearson correlation coefficients, regression, crosstabs and ANOVA were used. The results were as follows: Image factors of Hanji clothing products were 'luxurious', 'practical', 'wellbeing', and 'traditional'. differences of according to the age and occupation were showed at 'practical', 'wellbeing', and 'traditional' image. Hanji clothing products having highest consumer interest degree and purchase intention were shirts, scarf and handkerchief and Hanji clothing products having highest experience of use was socks. interest degree, experience of use, and purchase intention for Hanji clothing products were increased at high age, office worker. For consideration of Hanji clothing products according to demographics variables, age of 20's-30's and students considered design and functionality and age over 40's and office workers regarded price and quality as important consideration.

• Journal of Digital Convergence
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• v.20 no.1
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• pp.141-153
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• 2022

This study tried to understand the structural relationship of consumer characteristics on consumer emotions and satisfaction in online shopping. First, consumer characteristics derived various tendencies through previous studies. Next, consumer emotion was defined as positive and negative emotions in the six purchasing processes from information search to use, and satisfaction was defined as the overall satisfaction of the purchasing experience. To this end, this study measured consumer satisfaction and positive/negative emotions in the six consumption processes in their 20s and 40s with online clothing shopping experience within the last month. Finally, structural equation modeling(SEM) was conducted. As a result, the model fit was good, and impulse purchase tendency, conspicuous consumption tendency, innovation tendency, and trendy shopping tendency only affected negative emotions. On the other hand, it was confirmed that information search tendency, hedonic shopping tendency, and economic shopping tendency directly affect positive emotions and indirectly affect consumer satisfaction. Through this, implications for improving the consumer experience in online shopping were presented by identifying consumer characteristics and enhancing consumer emotions.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.13-18
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• 2020

Going shopping would be a very reasoned and well-planned activity, however, at the same time, it would not. People may go shopping just for fun and as their leisure. The motivations for going shopping and their experiences cannot be fully explained with the economic utility or the information-processing model. Thus, this study explored the hedonic aspect of the experiences of shopping as an alternative explanation to consumers' motivations of shopping and discussed retail advertising and marketing plans. An in-depth interview was conducted to obtain a better understanding about hedonic value, and it was found that hedonic value affects a consumer's shopping experience and that understanding consumers' motivations for shopping and establishing competitive advertising and marketing plans is important in drawing more consumers. Strategic implications for establishing further retail advertising and marketing plans obtained from the findings were also suggested.

• Journal of the Korean Home Economics Association
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• v.23 no.1
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• pp.59-69
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• 1985

Consumer satisfaction/dissatisfaction is a concept which is receiving increased attention from consumers, public policy makers, and marketers alike. The literature in this field is still meager, has been growing rapidly byt with diversity of direction. The purpose of this study is to review the conceptualization and taxonomy of CS/D in consumer research. Three types of the basic process in a general theory of CS/D are suggested; system CS/D, enterprise CS/D and product-service CS/D. It is also classified into macro marketing system CS/D, micro marketing system CS/D and consuming mix CS/D. The conceptualization of CS/D begins with a basic model of how CS/D results from the individual product purchase experience of individual consumer. Basic CS/D models are classified into process model which contains experience, information search, prepurchase evaluation and comparison process variables and psychological model which is derived from cognitive dissonance theory. Theoretical and empirical foundations about expectation model are asimilatin, contrast, generalized negativity and assimilation contrast theories.

• Korean Journal of Human Ecology
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• v.20 no.6
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• pp.1185-1198
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• 2011

This research explores the consumers' experience in retailing channel(offline channel and online channel) using the critical incident technique. This research aims to clarify the common incidents within retailing channels which implies decisive factors over the channels, and to clarify the contrasts between channels to compare advantages and disadvantages. Therefore, the research is designed to collect the consumers' narrative of those who have used both channels in 3 months. Classifications are conducted with other researchers majoring consumer science. The results address how impressive experiences are constructed on each channel in three dimensions: product, information search, and the purchase-service dimension. These results are able to provide implications for offline and online retailers and directions for future research.

• Korean Journal of Artificial Intelligence
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• v.12 no.2
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• pp.25-33
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• 2024

This study examines the relationship between customer satisfaction and management response in the hotel industry amid the COVID-19 pandemic. By applying regression analysis and topic modeling to consumer reviews on online platforms, we assess how consumer perceptions and management behaviors have shifted since the onset of the pandemic. The findings reveal a significant decline in customer satisfaction linked to COVID-19. Significantly, while the pandemic has reduced overall customer satisfaction levels, high response rates and high review-response content similarity mitigate the impact of the crises. These results highlight the critical need for hotel managers to continuously monitor online reviews and adapt their engagement strategies to maintain and enhance customer satisfaction during ongoing and future crises. This research not only corroborates existing theories on customer satisfaction but also exposes novel dynamics introduced by the pandemic, offering new insights for effective customer relationship management in turbulent times.

• The Journal of Industrial Distribution & Business
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• v.13 no.4
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• pp.35-49
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• 2022

Purpose - According to the recently changing consumer smart environment and consumer decision-making process, this study investigates the structural relationship between electronic(online) WOM information characteristics and brand community experience value types on specific brand reliability and brand transformation. In particular, the characteristics of word of mouth information and the experience value of brand community users were divided into detailed fac tors and approached. Methodology - In order to proceed with this study, we review previous studies and setting hypotheses. The hypothesis was verified through a survey that was conducted for the consumers with online consumption activities in less than six months. With reference to previous studies, operational definition was made for the questionnaire design. In order to verify the hypothesis, 282 people were statistically analyzed through the survey This data were used for AMOS for confirm hypothesis established. Results - eWOM information characteristics were classified into usefulness, timeliness and un-bias, and online community experience values were classified into interaction, playfulness, and virtuality. In addition, it is to investigate the relationship between the brand reliability and user's experience value in brad community. The main results are as follows. The first result was that usefulness and un-bias, which are the eWOM information characteristics had a positive effect on forming brand reliability. However, the factor of timeliness did not affect brand reliability. Second, in terms of user experience value and brand reliability in the brand community. It was fo und that experience values such as interaction, playfulness, and vituality all had a positive influence on brand reliability. Third, it was found that brand reliability has a positive influence on the on-line conversion activity of users. Conclusions - Through this study, the field of online consumer behavior research is expanding, and this study suggested that careful management is necessary according to the type or characteristics of eWOM information. Additionally, it presents the importance of the user's empirical value in the brand community influencing brand attitude and reliability. In practice, the implementation of the marketing communication mix in digital marketing has recently been underway to enhance the conversion behavior of users. At this level, it also reveals the preceding factors that increase user conversion behavior.