• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.6
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• pp.987-1003
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• 2022

This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

• Journal of Distribution Science
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• v.20 no.1
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• pp.67-76
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• 2022

Purpose: The purpose is to verify the impact of the store environment on interpersonal service quality (ISQ), shopping value and patronage intention, as well as the moderating role of the store format: supermarkets vs hypermarkets. This is significant as previous studies on retailing neglected the effect of interpersonal service quality on the experiential shopping value. The comparison of the model between two retailing formats (hypermarkets and supermarkets) provides a significant contribution and responds to a need to provide insights regarding the moderation of the store types on the contribution of interpersonal service quality and experiential value to customer's retention. Research design, data, and methodology: The hypotheses have been tested after analyzing the data of a survey among 405 consumers exiting stores representing various retailing stores in Tunisia. A Structural model have been finally verified by a path analysis after applying a confirmatory factorial analysis. Multigroup analyses on AMOS allowed to verify the moderation of store types. Results: Results mainly show that patronage intention is affected by the experiential perceived value dimensions. The latter is a direct consequence of ISQ and an indirect outcome of perceived shopping environment. The impact of value, environment and ISQ is moderated by the store type.

• Journal of Fashion Business
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• v.27 no.1
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• pp.50-60
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• 2023

The purpose of this study was to understand the factors with consumers' fashion experiential store experiences and investigate the effect on flow and brand attitude. The study also aimed to investigate whether gender moderated the relationship between consumers' fashion experiential store experiences and flow. An online survey of consumers in their 20s and 40s was conducted. The SPSS 27.0 program was used to perform frequency, factor, and reliability analysis. The structural equation model was analyzed using the SMART-PLS program. The structural model analysis confirmed that consumers' rational, physical, and relational experiences in fashion brand experiential stores strongly influenced flow and found that relational experience had the strongest influence on flow. The influence of rational, physical, and relational experiences and flow on brand attitude was confirmed, where flow had the strongest effect on brand attitude. The examination of the moderating effect of gender on the relationship between consumers' fashion experiential store experiences and flow found that the effect in men was significant for flow and brand attitude through rational experience and that the effect in women was significant for flow and brand attitude through relational experience. These results provide academic implications, and by strengthening consumer flow, we intend to propose the establishment of a marketing strategy and opportunity plan that can elicit a positive brand attitude.

• Korean Institute of Interior Design Journal
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• v.20 no.2
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• pp.94-101
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• 2011

As the existing paradigm of consumption has changed, companies have been actively engaged in targeting culture-oriented emotion, creating added values through appealing to customers' emotion and improving the values of culture and art. Each company has created differentiated space and inner space to lead trends, and has provided space for various experiences as an innovative marketing area to attract customers and promote consumption. In this aspect, we should focus on space marketing which considers cultural background or emotion as a main target Therefore, this study selected a cultural program as a strategic means to identify space marketing in terms of experience. The study speculated marketing in terms of space experience and analysed space for cultural programs with differentiated experiences in order to use the results as basic data for identifying the marketing values of the cultural programs and their uses. The results of the study are presented as follows: when space experience is a factor of marketing and the cultural program is a tactic in terms of marketing, their specific relations are speculated through a certain module. The order of using the cultural program for space experience, features of space representation and tactics for experience were different and the strategies evoked very complicated and mixed experiences.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.28 no.1
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• pp.143-165
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• 2017

This study aims to examine the effect of students' library after-school activities on the students and the school library from a marketing perspective and to recommend marketing strategies for school libraries. For the purpose, a questionnaire survey was conducted at nine middle schools in Seoul and Gyeonggi Province, and a series of statistical analyses with the survey data was performed in order for hypothesis testing. The results suggest that the effects of the school library marketing including customer loyalty were influenced by the student assistants' activities such as internal and experiential marketing factors. Furthermore, the activities of student library assistants can be linked to word-of-mouth marketing. Based on the results, ways to use student assistants in school library marketing are suggested.

• Proceedings of the Korea Contents Association Conference
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• 2011.05a
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• pp.399-400
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• 2011

본 연구는 최근 활발하게 연구되어지고 있는 체험마케팅을 중심으로 이론적 내용을 살펴봄과 동시에 지역축제 적용을 위해 요인분석을 통한 축제적용 가능성을 살펴보았다. 연구결과 체험마케팅을 구성하고 있는 요소중 감각마케팅, 감성마케팅, 인지마케팅으로 구분되는 것으로 나타났다.

• Journal of Global Scholars of Marketing Science
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• v.16 no.4
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• pp.75-95
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• 2006

This study attempted to determine the influence of organizational structure on the novelty preference for corporate meeting destination choice. The three dimensions of structure incorporated were formalization, centralization and complexity. A total of 75 corporate meeting planners drawn from public listed services organizations were involved. The main method of data collection was questionnaire survey and multiple regression analysis was employed as the main statistical technique. The results revealed that both formalization and centralization were negatively correlated with novelty preference while complexity was positively correlated. However, only complexity contributed significantly to the prediction of novelty preference for corporate meeting destination choice. The main implication of this study is pertaining to the segmentation and targeting of the corporate meeting market. This study helped in bridging the gap between tourism marketing and organizational research. It also contributed by developing the measurement for novelty preference from the context of experiential marketing.

• The Journal of Fisheries Business Administration
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• v.55 no.1
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• pp.55-76
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• 2024

The purpose of this study is to elucidate the impact of authenticity on experience value and subjective well-being among visitors who have participated in direct experiential activities in experiential fishing villages. The research method used literature research methods and empirical research methods using questionnaires, and this questionnaire was composed by determining three major variables and seven constituent factors for each variable through factor analysis and conducting prior research and preliminary surveys. The survey was conducted from February 5, 2023 to April 5, 2023 among experimental fishing villages with excellent ratings for scenery (environment), service, experience, accommodation, and food, and four villages that can experience tidal flats and manage customers online. The survey was conducted from February 5, 2023 to April 5, 2023, among experimental fishing villages with excellent ratings for scenery (environment), service, experience, accommodation, and food, and four villages that can experience tidal flats and manage customers online. The results of this study are as follows. First, the factors of authenticity in experiential fishing villages include three sub-factors: objective authenticity, constructive authenticity, and existential authenticity. The factors of experience value include two sub-factors: emotional values and functional values. Subjective well-being is derived from positive emotion and life satisfaction. Second, upon examining the importance of authenticity in experiential fishing villages, it was found that existential authenticity and objective authenticity, in that order, have a significant impact on emotional values. However, constructive authenticity did not have a significant impact on emotional values. Third, in terms of functional values, constructive authenticity, existential authenticity, and objective authenticity, in that order, had a significant impact. Fourth, experience value, in the order of emotional values and functional values, had a significant impact on positive emotion and life satisfaction of subjective well-being. Therefore, it was confirmed that the authenticity of experiential fishing villages is important as a strategy to enhance experience value and subjective well-being. Especially, considering that the majority of visitors to experiential fishing villages are family-centered (86.5%), applying marketing management strategies to develop programs that enhance existential authenticity and improve emotional values could elevate the subjective well-being of experiential visitors.

• The Journal of Fisheries Business Administration
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• v.38 no.2
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• pp.103-129
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• 2007

Prior research on the fishery village tourism has mainly focused on the development and activities in the field, but lacking in strategic approaches. To overcome such a limitation, this study intends to measure visitors' authenticity on Gijang Anchovy Festival, test reliability and validity of the measurement items, and to identify the relationships among variables by a regression analysis of visitors' satisfaction. Authenticity means the value of existence. The types of tourism in fishing villages have been classified as fishery tourism, resource tourism and ecotourism and each of them has its own authenticity. Based on previous research, this study classified it into three factors such as objective authenticity, experiential authenticity and inauthenticity. To analyze the current situation of Daebyeon Anchovy Festival, measurement scales were developed and survey was conducted on the visitors for the three days from April 20 to 23, 2007. A total of 211 questionnaires were distributed and 208 were collected, The questionnaire contains 25 items on authenticity and 4 items on satisfaction and all the items were measured on the 7 Likert scale. It also has 8 items on demographic characteristics. On the test of reliability and validity of the authenticity, 24 items were used, Cronbach's was 0.7 and correlation was higher than 0.3. Factors of objective authenticity, experiential authenticity and inauthenticity were drawn from the factor analysis, which means that the 24 items may be used to measure authenticity of fishery festivals. The findings show that the evaluation score was 4.89 for objective authenticity, 4.36 for experiential authenticity, and 4.24 for inauthenticity. On the test of the hypotheses, the path coefficients were estimated 0.087 for objective authenticity, 0.202 for experiential authenticity and 0.503 for inauthenticity on the visitors' satisfaction. This suggests some meaningful marketing strategies for Gijang Anchovy Festival. First of all, the anchovy festival should focus on motivating visitors to revisit the festival by identifying individual traits, making a pleasant festival oriented toward family visitors, and providing more experience programs about anchovy.

• Culinary science and hospitality research
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• v.22 no.2
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• pp.189-205
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• 2016

The purpose of this study is to examine the effect of experiential elements on visitors' satisfactions, brand attitude, and revisit intention and to suggest the marketing strategy for differentiated festival experiences by validating the mediating effect of brand attitude and visitors' satisfaction among constructs. Collected data were analyzed by using SPSS 22.0 and AMOS 22.0. The results from the data analysis are as follows. First, among experiential elements, the effect of three elements (feel, think, and act) on visitors' satisfaction was significant. Second, feel showed significant effect on brand attitude. Third, think and act showed significant effect on revisit intention. Fourth, visitors' satisfaction showed significant effect on brand attitude. Fifth, visitors' satisfaction and brand attitude showed direct effect on revisit intention and also indicated the mediating effect between experiential elements and revisit intention.