• Asia Marketing Journal
• /
• 제22권1호
• /
• pp.61-79
• /
• 2020

This research examines how processing type and alignability moderate the effect of product type on satisfaction (i.e., happiness). It is well known that there are two types of processing-deliberative and intuitive processing. Based on the previous literature that the intuitive processing is compatible with experiential purchases and the deliberative processing is fit with material purchase, the current research demonstrates that processing type moderates the effect of product type on happiness. Moreover, we hypothesize that alignability moderates the effect of product type on anticipated satisfaction. As expected, participants in the intuitive processing condition reported greater happiness from their experiential purchases than material purchases. However, in the deliberative processing condition, there was no significant difference between happiness levels from material and experiential purchases. Furthermore, when the attributes of choice options were presented in a non-alignable manner, participants reported greater anticipated satisfaction from experiential purchases than from material purchases. However, this difference disappeared when attributes were presented in an alignable manner. Finally, we propose 'choice process' satisfaction as a potential mediator of the moderating effect of processing type on the relationship between product type and (anticipated) satisfaction.

• 한국콘텐츠학회논문지
• /
• 제9권5호
• /
• pp.230-240
• /
• 2009

본 연구는 정보처리과정과 선택에 대한 주류 마케팅 패러다임에 대한 대안으로써 진화론적 관점의 인지과학에 기초한 소비자 체험이론을 제안하고 있다. 소비자 체험이론은 체험적 모듈, 일차단계체험 및 이차 단계체험, 그리고 체험모듈의 위계구조라는 3개의 이론적 구조로 구성되어 있다. 본 이론에 근거하여 본 연구는 소비자 제품 평가에 대한 체험적 속성과 기능적 속성들의 영향을 조사하고 있다. 주요 연구 결과는 다음과 같다. (1) 조사대상자들은 지적 자극(예: 기능적 속성)보다 감각적이고 감정적인 자극(예: 체험적 속성)에 대해 보다 빠르게 반응하였다. (2) 체험모듈 유형(기능적 vs. 체험적) $\times$ 템포(정상 vs. 빠름) $\times$ 제품지식(초보자 vs. 전문가)의 상호작용이 제품평가에 대해 발생하고 있다.

• 한국의류학회지
• /
• 제38권4호
• /
• pp.495-505
• /
• 2014

This study investigated the type of fashion brand concepts and derived the components of fashion brand concepts. A total of 125 brand concept texts of women's wear brands were collected from "2012/2013 Korea Fashion Brand Annual" (S. M. Kim, 2012). A qualitative research method was employed. To investigate the types of fashion brand concepts, the texts were classified into three types such as functional, symbolic, and experiential concepts, and four complex types such as functional/symbolic, functional/experiential, symbolic/experiential, and functional/symbolic/experiential concepts. Open coding and axial coding provided the components of fashion brand concepts. The results were as follows. First, an investigation of the types of fashion brand concepts indicated differences in the types of fashion brand concepts and the types of general product brand concepts. One content of a fashion brand concept could be interpreted as more than two concept types; consequently, many fashion brand concepts did not fit the notion of the types of general product brand concept. Most fashion brand concepts simultaneously encompassed more than two types of brand concepts at once. Second, the components of fashion brand concepts consisted of 55 subjects, 7 sub-categories (physical/intrinsic product characteristics, symbolic/conceptual product characteristics, target demographics, target consumer behavior, brand capability, brand values, and brand management/marketing) and 3 categories (product, target consumer, and brand).

• 복식
• /
• 제66권2호
• /
• pp.45-60
• /
• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

• Asia pacific journal of information systems
• /
• 제13권4호
• /
• pp.73-96
• /
• 2003

Shopping is a work and fun for a consumer. Retailers satisfy social and physiological needs through various experiences as well as economic and rational. Do offer online shopping malls fun and hedonic experiences that offline retailers do? This study applied the hedonic-experiential value relating to the consumption dimension of fun and excitement to online shopping. Especially, a model of online hedonic-experiential value, consisted of its antecedents and consequences, was developed and identified through a survey(n=436). As the result, graphic & multi-media, site structure & design, customer services, payment, individualization, product assortment & display, interactivity, dynamic pricing factors influence online hedonic-experiential value. Also, online hedonic-experiential value significantly related to revisiting, purchasing, and word-of mouth intention of the shopping site. The implications for online retailer are discussed and further research is suggested.

• 디자인학연구
• /
• 제20권2호
• /
• pp.65-76
• /
• 2007

The primary purpose of this study was to evolve integrated design process for Experiential Design which is based on the former study, 'The Influence of Cognitive Factors on the Creative Abilities in Design'. Experience is a transformation factor to all of the design processes, which has three phase of problem solving; Input, Process, and Output. We regard Experiential Design is a transforming process from concept to experience, and set up a mode) of Holistic Design Process (HDP), which consists of four domains: Four Causes, Thinking Modes, Sensory Modalities, and Creative Abilities. Revolving Sensory Modalities (SM), Creative Abilities (CA), and Thinking Modes (TM) around Product Design Specification (PDS) through a design process, Design Concepts ripen and mature into Externalization. Each component of Experiential Design (TM, SM, and CA) turns around the PDS. Here, experience is first perceived by the five senses. Then, the knowledge is formed, and the CA works for a problem solving. And TM controls all of these procedures. We regard these are a phenomenon of Experiential Design. The HDP can be helpful to develop valuable solutions and create a good experience.

• 융합정보논문지
• /
• 제9권4호
• /
• pp.152-159
• /
• 2019

본 연구는 거래비용이론을 경험재 선택에 적용하여 경험재의 거래특성과 거래비용에 대해 살펴보는 것을 목적으로 하였다. 경험재의 특성을 반영하여 경험특유성, 거래불확실성, 개인불확실성을 제안하고 이 변수들이 거래비용에 주는 영향, 거래비용이 선택의도에 주는 영향을 가정하였다. 경험재 선택에 관한 207부의 데이터를 분석한 결과는 다음과 같다. 첫째, 경험특유성(장소특유성, 물리적장비특유성, 지식기술특유성, 시간특유성), 거래불확실성(제품불확실성, 과정불확실성), 개인불확실성(선호불확실성, 상황불확실성)은 거래비용에 모두 긍정적 영향을 주는 것으로 나타났다. 둘째, 거래비용(탐색비용, 비교비용, 검사비용, 협상비용, 주문과지불비용, 전달비용)은 해당 경험재의 선택의도에 부정적 영향을 주는 것으로 나타났다. 본 연구의 결과는 거래비용의 증가가 경험재의 선택 가능성을 줄일 수 있고, 거래비용을 감소시키기 위해 경험특유성과 거래불확실성, 개인불확실성의 전략적 고려가 필요함을 보여주고 있다. 또한 거래와 비용적 관점에서의 접근이 부족했던 경험재 연구를 보완함으로써 이론적인 기여를 하고 있다.

• 한국정밀공학회지
• /
• 제16권5호통권98호
• /
• pp.132-144
• /
• 1999

In this study, the complexity of the product was evaluated quantitatively considering the product structure, assembly process and disassembly process. To evaluate the complexity of the product, subassemblies of automobile were analyzed and then characteristics of part and subassembly were determined according to product structure, assembly process and disassembly process. Evaluation criteria of complexity were determined considering each characteristics of part and subassembly. Experiential evaluation was accomplished by classified evaluation criteria and time-motion evaluation was accomplished by the relational motion factor with characteristics of part and subassembly in MTM(Methods Time Measurement) and WF(Work Factor). The total complexity of product was determined by experiential evaluation and time-motion evaluation.

• 한국콘텐츠학회논문지
• /
• 제19권9호
• /
• pp.658-665
• /
• 2019

현재 수많은 새로운 기술과 재품을 급속히 발전하는 시대에서 제품과 사용자의 감성 커뮤니케이션이 중요한 연구 과제가 되었다. 하지만 제품 디자인 분야에서 사용자 감성 측정 방법의 활용도가 낮다고 볼 수 있다. 또한, 해변공간은 사람들이 도시 레저문화생활에서 감성적 즐거움을 높여주는 매우 중요한 공간으로 인간, 경관, 환경시설 간의 감각적 정보의 소통이 빈번히 이루어진다. 본 논문은 경험적 감성 측정 방법이 제품 디자인에 적용성 및 장단점을 도출하기 위해 해운대 해변 벤치 이용자를 대상으로 경험적 감성 측정법인 자기-보고법(self-report)을 실행하였다. 해변 벤치 이용자 감성을 측정하여 영향을 미치는 요인 및 영향력을 알아보기 위해 자기-보고법 실험은 사전 조사와 본조사 2단계로 구성하며 가설을 설정하여 SPSS를 통하여 단순, 다중회귀분석 분석을 진행하였다. 자기-보고법 실험을 통해 경험적 감성 측정 방법이 제품 디자인에서의 적용성 및 "경제적이며 특별한 장비가 없어도 광범위한 감성 측정이 가능하다", "자신의 감성을 제대로 인식하지 못하거나 의도적으로 감성을 숨길 가능성이 높다" 등 장단점을 도출하였다. 향후 본 연구에서 도출된 경험적 감성 측정 방법이 제품 디자인에 적용성 및 장단점을 기반으로 제품 디자인에 적용하는 감성 측정 방법 개발의 기초자료로 기대된다.

• 복식
• /
• 제60권8호
• /
• pp.100-117
• /
• 2010

The cosmetics industry is executing the experiential marketing strategy, which focuses the brand experiential experience for the connection with consumers and differentiated strategy for the company's brand image, according to the expansion of quality service, which increasingly consume a diverse experience. Among these, the low-priced cosmetics market is trying a variety of experiential marketing to provide positive experience of their product and their brand through a unique service or event to stimulate the motions of young woman, who are changing rapidly, and is actively utilizing the means of marketing to form brand equity for these experiential marketing. Therefore, this study is to find out the effect of customer experiential on the brand equity through a variety of experiential marketing of low-priced cosmetics brand and based on the result, we were able to find out that the experiential marketing is also used as important means of marketing for low-priced cosmetics market to secure the brand equity and to maintain long-term relationship with the customer. This is expected to provide strategic and practical implications to the cosmetic marketing managers for customer management and this will recognize the importance of customer experiential in cosmetic marketing and suggest proper marketing strategy plan. In this study, the multiple regression analysis was mainly uses to find out the influence between the variables for low-cost cosmetic brand but we're hoping to execute a study, which directly and indirectly covers the complete path by using the various parameters, which can be effected on the brand equity.