• Asia Marketing Journal
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• v.21 no.4
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• pp.45-57
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• 2020

With the development of new technologies, virtual reality (VR) is emerging as a new consumer marketing platform. Yet, only a few studies have investigated VR in the consumption context. The current research explores how experiencing a product through VR influences consumer attitude and purchase intention for the product. Although assessing products in real life is believed to be more diagnostic than that through VR, the present research revealed that experiencing a product through VR could lead to a more positive attitude toward and higher purchase intention for the product. We also demonstrated that "enjoyment" has a mediating effect while evaluating the product through VR. To compare product experience through VR to that in real life, we employed the HTC Vive VR system to implement a VR environment. In the VR condition, participants evaluated plastic building blocks using a VR headset and a motion controller; and in the real life (reality) condition, they evaluted plastic building blocks printed using a 3D printer to make them look exactly the same as the blocks used in the VR condition. Finally, implications and suggestions are discussed.

• 한국HCI학회:학술대회논문집
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• 2007.02b
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• pp.33-39
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• 2007

Designing emotion and product experience firstly require companies and individuals involved in NPD (New Product Development) to understand what user really want to receive from owning and using their product. Admitting this necessarily poses the following questions: Can a designer indeed plan for a particular emotion or experience? If yes, what factors must be devoted to designing the user's experience? How can the user's feelings and moods be measured when they use the product? The answer can be found in ethnographical design research.

• Management & Information Systems Review
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• v.38 no.3
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• pp.227-243
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• 2019

The purpose of this study was to examine the influence of experience characteristics of cosmetics brand stores on purchase intention through brand value and product in-store expectations. In addition, by identifying the effects of gender regulation, the study aimed to supplement theoretical studies and to provide practical implications on the experience of cosmetics brand stores. First, we presented educational experiences, aesthetic experiences, and playful experiences as experience characteristics in stores. And we assumed the effect of these experience characteristics on the brand value and the expectation of the product in the store, and the effect of the brand value and the expectation on the purchase intention of the product in the store. 279 data were collected from consumers who had visited cosmetics brand stores, and we analyzed them using structural equation analysis. As a result, both experience characteristics have positive effects on brand value and in-store product expectations, and brand value has positive effects on expectations. In addition, brand value and in-store product expectations have a positive effect on in-store product purchase intention. In moderating effects of gender, the effect of playful experience on brand value is greater in male group, and the impact of educational and aesthetic experience on product expectations is greater in female group. These results contribute to the theoretical expansion of experience research on cosmetic brand stores, and provide strategic implications for experience marketing of cosmetic stores.

• Science of Emotion and Sensibility
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• v.11 no.3
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• pp.375-385
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• 2008

This study intended to grasp image association on human's product and cognition response characteristic, and analyze their correlation with product preference. For this, photos of mobile phones and proposal-type products were selected for experiment stimuli, and an experiment expressing associated word and an experiment evaluating preference of each product's photo were made. With the experiments, two results were derived. First, in linguistic cognition response on product with use experience, application of emotional expression increased as the level of preference increased by mixing expressions of metaphor languages and emotional image. Second, non-use experience of product induces response corresponding to understanding on the object of cognition only perceptually and considering similarities with general experience information.

• Journal of the Korean Home Economics Association
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• v.35 no.3
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• pp.259-274
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• 1997

This research explores the consumer perspective on several questions relating to product liability. The purpose of this study was (1) to assess consumers' attitudes level toward product liability, and (2) to identify respondents' socio-economic and consumer related variables that influence attitudes toward product liability. Data were collected from questionaires with 319 adults who were residents of Seoul. This paper presents the results of general agreement(2.59-3.58 by 4 point likert) concerning important issues related product liability. The attitudes toward product liability were significant partly according to education level, job, monthly family income, consumer education experience, the experience of reading journals, consumer information contact frequency and product safety orientation.

• Journal of Fashion Business
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• v.8 no.1
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• pp.117-132
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• 2004

The purpose of this study is to analyze consumers attitude toward PPL (Product Placement) of fashion products on TV, with regarding PPL as a new-communication sphere of marketing. This study used a questionnaire method, and the results of the analysis are as follows. First, as for the information availability of PPL related to fashion products on TV, it was shown to be higher in order of trend, brand, color, practicability, price and material. Second, as a result of analyzing, through 11 items, the attitude on PPL experience of fashion products on TV, there were many positive responses as to 5 items (The commodity with PPL is the product of a renowned brand, The commodity with PPL is the expensive product, An image of the product with PPL becomes good, The product with PPL is suitable to the mood in a drama, I try to think whether the product with PPL matches with myself), and there were more negative responses as to 6 items (Because of desiring to know a brand of the product with PPL, I look for it, The product with PPL is practical, The product with PPL is same as the real situation, I will also buy the product with PPL, Because there are too many commodities with PPL, I become angry, In case of facing PPL, I change a channel). Third, it was shown that the purchase experience and purchase intention as to the product with PPL on TV, have a positive correlation with TV viewing time and with whether or not re-approval as to PPL of a specific company. Also, the purchase experience as to the product with PPL on TV was shown much in the group of viewing TV via internet and in the group of using the digital TV broadcasting. The purchase intention as to the product with PPL on TV was shown higher in the group of using much cable TV broadcasting and general TV broadcasting, while the group of viewing TV via internet had purchase experience, but the response of not having intention of repurchasing was the highest.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1066-1077
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• 2006

The purpose of this study was to investigate the effect of store attributes, purchasing experience, clothing product evaluation and store trust on store loyalty of discount store. With convenience sampling, the research was surveyed to women who have bought apparels at the discount store. The 374 responses were analyzed by frequency analysis, factor analysis, reliability test, t-test and hierarchical regression analysis. The results were as follows. First, the clothing product evaluation was significantly affected by the variety of products, reliable advertisement, good display, convenient store location, purchasing cost and buying experience of PB apparel. Second, the trust of discount store was significantly affected by store attributes, purchasing experience and clothing product evaluation. Third, the discount store loyalty was analyzed as fashion store loyalty. The store loyalty was affected by purchasing experience and clothing product evaluation. Fourth, the clothing product evaluation and store loyalty were appeared high by people who had bought PB, PNB and trendy apparels.

• Archives of design research
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• v.17 no.3
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• pp.421-430
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• 2004

The aim of this research is to develop communication model and tools that would help in incorporating user experience into information appliance product development. To do so, this research suggested three major modelling techniques, including user-experience model, design strategy model and experience product model. Using these modelling tools, any members in design teams (investigator and designers) will be able to communicate their own ideas and research results each other at any period of the product development process. Each tools have distinct factors that would help identify elements in the user research stages, idea generation stages and product development stages. To verify the efficiency of these models, the case study was conducted with final year students at their studio class. As a result, the benefit of using these tools were identified as 1) these tools accelerate the communication between user researchers, designers and engineers and 2) evaluation process of the product is much more dearer that before. and 3) various user research techniques can be explored.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.149-161
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• 2008

Internet shopping provides convenience to consumers, however, in recent years the consumer's return rate and return-related disputes continue to increase. This article examines the characteristics of return behavior through return experiences of internet clothing purchases. For an empirical study, questionnaires were handed out to 317 undergraduate male and female students, in which the results had been used for data analysis. Data were analyzed through SPSS 12.0 software, descriptive statistics, factor analysis, t-test, ANDVA analysis, Duncan test, and $x^2-test$. The results are the following: The analysis of consumers' return factor for clothes in Internet shopping showed there are five factors: product and quality, delivery, impulse buying, change of mind, and service. There is a significant difference in product quality of return factors depending on the availability of the return experience. Thus, consumers with return experience showed more return tendency owing to product quality factor than consumers without return experience. The availability of consumer's return experience was significantly related to information search. Consumers with return experience showed more consistent information search than consumers without return experience. There were significant differences in perceived risks depending on the availability and degree of consumer's return experience. In other words, consumers with return experience perceived more account related risk than consumers without return experience. Moreover, the more return experience the consumer has, the more risks consumers perceived in product performance.

• Information Systems Review
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• v.21 no.1
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• pp.61-90
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• 2019

From the digital perspective, customer journey and customer experience management are emerging as important issues for companies. While digital customer experience has become more important due to the recent surge in online sales of the home appliance products, customers' experience in online is not differentiated as offline-focused traditional methods are maintained. This study aims to analyze the characteristics and mutual influences of customer experiences at each stage of online purchase journey, and to explore the effects on the product repurchase intention, focusing on online purchasers of home appliance which are high-involvement products. As a result, both cognitive and affective experiences of the research phase directly affect satisfaction, whereas affective experience at the purchasing stage indicated indirect effects through cognitive experience. The experience of the research phase positively affects the next phase, the purchasing experience, and the experience of the purchasing phase leads to the intention to repurchase the product. However, it is also found that, depending on the choice of online channels, the experience of research phase may affect the product repurchase intention than the purchase experience.