• 한국의류학회지
• /
• 제38권6호
• /
• pp.823-833
• /
• 2014

This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.

• 한국조리학회지
• /
• 제9권3호
• /
• pp.197-211
• /
• 2003

It is widely agreed that customers' purchase are strongly influenced by their emotions. despite the obvious importance of eliciting positive emotional responses from customers, we find no record that family restaurants have ever measured or used customers' emotions as a management tool. This study aimed to verify the importance of the customers' emotion in the relational performance of family restaurant business. In order to achieve the object of the study, the effect of emotional factors on service satisfaction, revisit, word-of-mouth were analysed. The data were collected from 450 customers who had visited five family restaurants in Seoul more than once during the last three months from September 20 to October 5, 2002. Emotional variables in service experience process were grouped as three factors; in the middle of having food, in entering and leaving restaurant and in the waiting line. It is proved that customers had different emotions in each process of family restaurant service experience. Multiple regression analysis was employed to explore the influence of three emotional factors on relational performances such as satisfaction, revisit and word-of-mouth. It was found that customers were influenced by emotional factors in entering and leaving restaurant, secondly influenced in the waiting line and least influenced in the middle of having food. Finally, the findings indicated that customers' emotional factors in whole service experience process from entering to leaving the restaurant should be successfully cared by service staff. Future research is recommended to find out which specific emotional factors affected on relational performance of family restaurant.

• 사물인터넷융복합논문지
• /
• 제6권3호
• /
• pp.53-58
• /
• 2020

본 연구는 기관이용노인의 관계적 공격성 경험을 깊이 있게 탐색하고, 그 경험이 갖는 의미를 이해하는데 목적이 있다. 기관이용노인의 관계적 공격성 경험과 관련하여 노인은 '무엇'을 경험하였으며, '어떻게' 경험하였는지를 구조적인 기술로 발전시켜 '경험의 본질'을 알아보고자 하는 것이다. 부산시 기관이용노인 중 관계적 공격성 경험이 있는 노인 7명을 대상으로 비구조화된 질문지를 바탕으로 심층 면담을 수행하였다. Colaizzi의 현상학적 접근으로 분석한 결과 최종적으로 구성된 의미는 32개였고, 이를 다시 16개의 주제와 5개의 범주로 나타내었다. 5개의 범주로는 '힘없는 나'., '무인도에 있는 나', '내마음의 회오리', '세상속으로 보내는 나', '꺼져가는 나'로 분석하였다. 이러한 분석결과를 바탕으로 노인의 관계적 공격성 예방을 위한 실천적 제언을 제시하였다.

• 유통과학연구
• /
• 제13권5호
• /
• pp.45-52
• /
• 2015

Purpose - Augmented reality (AR) content used in mobile media today can accommodate a wide variety of contextual information. This indicates that making people experience a sense of presence and flow is a very significant factor in augmented reality content. Flow represents a rich immersion potential as representing the progress of emotion and the means to facilitate the operation of the smart phone. Therefore, users will have friendly relational continuance behavior with products and brands that supply this experience. Based on that, the purpose of this study is to investigate the relationships among smart phone AR application traits, presence, flow experience, and relational continuance behavior. First, AR application traits are defined as three categories sensory immersion, navigation, and manipulation, based on preceding studies. This study then examines the influence of AR application traits on the presence and flow experience and looks into the relation among presence, flow experience, and relational continuance behavior. This analysis suggests more detailed and concentrated strategic implications. Research design, data, and methodology - A research model is designed to examine the relation among AR application traits, presence, flow experience, and relational continued behavior. For data collection, questionnaire surveys were composed of multi-items for each component and the direct interview method was used for the interviews. To collect the data, after running the smart phone AR applications, the consumer behaviors of the respondents were generally determined. The questionnaire surveys were conducted for one month, October 2014. A total of 300 questionnaires were distributed with 278 questionnaires used for analysis, excluding the unanswered and insincere questionnaires. The data were analyzed using SPSS ver. 20.0 and LISREL ver. 8.51. Results - The following results are found: First, AR application traits have a significantly positive effect on presence with sensory immersion, navigation, and manipulation all having a significantly positive effect. Second, sensory immersion and manipulation among the AR application traits have a significantly positive effect on flow. However, navigation did not have a significantly positive effect on flow. Third, presence has a significantly positive effect on flow and has a significantly positive effect on relational continuance behavior. Moreover, flow also has a significantly positive effect on relational continuance behavior. This behavior tends to be formed since brands want to encourage relational continuance behavior and positive emotions with the brands being used. Relational continuance behavior accompanies repeat purchasing, positive word-of-mouth and recommendation activities, and forms of trust with the brand. Conclusions - The research results showed that smart phone AR traits had significantly positive effect on presence, flow, and relational continuance behavior. Based on this, smart phone AR application providers should establish an aggressive marketing strategy to accommodate more realistic problems in order to positively influence user behavior. Additionally, the marketers should make efforts to provide fun or convenience in the AR application operation process of the user.

• 패션비즈니스
• /
• 제27권1호
• /
• pp.50-60
• /
• 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.

• 한국융합학회논문지
• /
• 제9권9호
• /
• pp.371-378
• /
• 2018

본 연구는 입원경험이 있는 고객을 대상으로 관계혜택 특성에 따라 고객을 세분화하고 세분고객집단별 의료서비스 성과를 비교하기 위함이다. 연구결과, 관계혜택에 따른 세분집단은 3개의 군집으로 유형화되었으며 각각의 집단은 집단특성을 고려하여 감성적 관계 집단, 연속적 관계 집단, 단속적 관계 집단으로 명명하였다. 먼저 감성적 관계집단은 의료서비스의 관계혜택 중 서비스제공자와 고객 간의 공감, 확신을 중요시하는 집단이며, 연속적 관계 집단은 사회적, 확신적, 경제적 혜택 인식이 가장 높은 집단이며, 단속적 관계 집단은 단순히 거래중심적인 집단으로 나타났다. 다음으로, 세분집단별로 고객만족, 신뢰, 재방문의도 간의 차이를 분석한 결과, 집단별 성과요인들에는 모두 유의한 차이가 있음을 확인하였다. 이는 고객경험에 근거한 관계혜택 집단별로 차별적인 고객 관리전략이 필요함을 시사한다.

• 한국의상디자인학회지
• /
• 제15권1호
• /
• pp.175-189
• /
• 2013

This study was aimed at finding the effects of consumer experience related to experience providers of apparel companies on brand loyalty. The participants of this study included experienced SPA fashion brand shopping female consumers who are between the ages of 20 to 50 residing in Seoul. A total of 285 questionnaires were used for the survey of this study. Methods of data analysis included. The result of this study revealed the 9 factors of experience providers in apparel companies: co-branding, advertising, visual/verbal identity & signage, design & quality, physical environment, people, emotional environment, websites, and sales promotion. The 5 factors of consumer experiences were behavioral experience, relational experience, affective experience, intellectual experience, and sensory experience. The experience providers of the apparel company had a significant impact on consumer experience of SPA, such as behavioral experience, sensory experience, affective experience, intellectual experience and relational experience. Of all, consumer experience of SPA as well as behavioral, sensory and affective experiences had a positive impact on brand loyalty. In conclusion, experience providers, at the disposal of the apparel company, are tactical implementation components for creating consumer experience. Therefore, the marketing strategy of apparel companies should be focused on eliciting affirmative responses from consumers.

• 유통과학연구
• /
• 제21권10호
• /
• pp.109-121
• /
• 2023

Purpose: This study aims to verify whether avatars that embody different brand concepts offer different experiences to users. Furthermore, this study explores the relationship between user identification with avatars and their actual brand purchase intentions. Research design, data and methodology: The research design employed a between-subjects approach, with two independent variables: brand concept and avatar. The measured dependent variables were brand experience in extended reality (XR) and purchase intention. Additionally, brand attitude served as a control variable. Results: First, in virtual brand spaces with symbolic benefits, ideal avatars were found to elicit higher levels of brand experience than actual avatars. Specifically, participants reported elevated levels of entertainment and relational assembly experiences in symbolic brand spaces. Second, this research reveals that the relationship between users' identification with avatars and their intention to make actual brand purchases is mediated by brand experience in XR. Conclusions: The findings suggest that ideal avatars evoke higher levels of brand experience within symbolic brand spaces, particularly in entertainment, relational connection, and a sense of community. Furthermore, this study establishes the role of brand experience in XR as a mediator between avatar identification and purchase intentions.

• 가정과삶의질연구
• /
• 제20권2호
• /
• pp.9-20
• /
• 2002

This study examined different individual and environmental factors that affect children's experience of harassment from their peers. For the individual variables, gender, behavioral problems, and self-esteem were included in the anal)'sis. For the family variables, mother's parenting style and the socio-economic status of parents were examined, and for the school variables, the supervision of the teacher and the attitudes of the classmates toward bullying were used. Two forms of peer harassment, the overt form and the relational form were examined in this study. The sample consisted of 520 fifth grade children. Statistics and methods used for the data analysis were Cronbach's alpha, factor analysis, frequency, percentage, means, standard deviation, Pearson's correlation, and multiple regression. Several major relationships were found from the analyses. First, the more the children tend to internalize behavioral problems and have lower self-esteem, the more likely they are to get victimized by overt and relational forms of harassment. Boys experience more overt harassment than girls. Second, the more the mother's parenting style is permissive-nonintervening, or rejecting-restricting, and the higher the father's social status is, the more likely the child is subjected to overt and relational forms of harassment. Third, the more the children feel that the teacher is paying attention to bullying, the less the children are subjected to the overt form of peer harassment. Fourth, children's internalizing behavioral problems, mother's permissiveness-nonintervention, children's self-esteem, children's gender, and the supervision of the teacher regarding bullying significantly affected the experience of overt forms of harassment. A twenty two percent variance in the victimization of an overt form was explained by those variables. Children's internalizing behavioral problems, mother's permissiveness-nonintervention, children's self-esteem, and mother's rejection-restriction significantly affected the experience of relational form of peers harassment. Twenty six percent of the variance in the relational form of victimization was explained by those variables.

• 복식
• /
• 제58권3호
• /
• pp.34-48
• /
• 2008

Modern fashion market is being developed by emotional values rather than rational idea of customers. Experiential marketing is an effective marketing strategy for fashion marketplace because customers tend to consider fashion shopping as an enjoyable experience. Among the fashion markets, the fashion stores for middle.old aged women that have various points of contacts could be appropriate place where emotional and relational marketing strategies would be applied to. The effects of the procedure "emotional and relational experience$\rightarrow$commitments$\rightarrow$long-term relationship orientation" that fashion customers are experiencing, by forming a path model, two types of experiential effects from emotion and relation were examined. It was found that fashion emotional and relational experiences were important factors because these factors affected a long-term relationship orientation. The findings of the study provide marketing strategy that enables to promote a consistent relationship between fashion stores and customers. Furthermore, this study will contribute to the criteria for segmentation of middle and old aged women's fashion market who have own desire for fashion emotional and relational experience.