지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.3
- 수록면
- 307 - 307 (11page)
- DOI
- 10.17548/ksaf.2014.03.15.307
이용수
초록· 키워드
오류제보하기
A commercial Website has been regarded as a marketing communication channel as well as a retail channel of product/service providers. Firms can offer the Website visitors a great experience of exploring virtual spaces, which aims to eventually increase the firm’s profit. For delivering rich experiences to visitors on a commercial Website, appealing Website characteristics such as vivid interfaces have been suggested in previous studies. From the visitors’ perspective, however, it is not known how the visitors could be engaged in the Web experience; particularly, what aspects of the Web experience could be appreciated by the visitors, and further result in their positive behavioral responses. Therefore, this study uses qualitative methods, which is widely used to find and exploit new market opportunities by product/service providers or business consultants, to clarify the construct of the experience as well as to track the experience engagement process on the whole. The purpose of this study is to explore (1) the process of how visitors could be engaged in an experience on a commercial Website and (2) the dimensions of the Web experience. Two theories, LaSalle and Britton’s experience engagement process and Pine and Gilmore’s four realms of an experience, were reviewed to establish the theoretical domain, entailing the development of research questions and research design. In Study 1, twelve informants participated in individual interviews to report their memorable experience on a commercial Website. In Study 2, eighteen informants participated in focus-group interviews with watching a sample five-minute video of exploring a sophisticated Website. All the interview data were analyzed together by a constant comparative method. The findings of this study are partially consistent with the theoretical frameworks. The categories and properties regarding experience engagement process show that visitors recognize an experience on a commercial Website as an incomplete experience necessary to be verified as authentic in an offline environment. Furthermore, visitors tend to easily remember what they earn during the online experience, rather what they see, hear, or think on a commercial Website, which emphasizing the importance of suggesting obvious benefits on the Website. Implications and suggestions are also discussed.
목차
Abstract
I. Introduction
Ⅱ. Literature Review
Ⅲ. Methods
Ⅳ. Results and Discussion
V. Conclusion
Reference
참고문헌 (12)
참고문헌 신청
1. [단행본] - Blackwell, R. D. / 2006 / Consumer behavior / Thomson South-Western
2. [학술지(정기간행물)] - Holbrook, M. B. / 2007 / The consumption experience-something new, something old, something borrowed, something sold : Part 2 / Journal of Macromarketing 27 : 89 ~ 96
3. [학술지(정기간행물)] - Jifeng, L. / 2012 / The effectiveness of online shopping characteristics and well-designed Websites on satisfaction / MIS Quarterly 36 : 1131 ~ 1144
4. [단행본] - LaSalle, D. / 2002 / Priceless : Turning ordinary products into extraordinary experiences / Harvard Business School Press
5. [학술지(정기간행물)] - Lee, S. -M. / 2011 / What determines an engaging website? : An empirical study of website characteristics and operational performance / The Journal of High Technology Management Research 22 : 67 ~ 79
2. [학술지(정기간행물)] - Holbrook, M. B. / 2007 / The consumption experience-something new, something old, something borrowed, something sold : Part 2 / Journal of Macromarketing 27 : 89 ~ 96
3. [학술지(정기간행물)] - Jifeng, L. / 2012 / The effectiveness of online shopping characteristics and well-designed Websites on satisfaction / MIS Quarterly 36 : 1131 ~ 1144
4. [단행본] - LaSalle, D. / 2002 / Priceless : Turning ordinary products into extraordinary experiences / Harvard Business School Press
5. [학술지(정기간행물)] - Lee, S. -M. / 2011 / What determines an engaging website? : An empirical study of website characteristics and operational performance / The Journal of High Technology Management Research 22 : 67 ~ 79
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