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The Effect of Brand Experience on Pleasure and Duration Time: Focused on Department Stores
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브랜드 경험이 즐거움과 체류의도에 미치는 영향 : 백화점을 대상으로

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Type
Academic journal
Author
Journal
The Korean Data Analysis Society Journal of The Korean Data Analysis Society Journal of The Korean Data Analysis Society 제19권 제4호 KCI Accredited Journals
Published
2017.1
Pages
2,049 - 2,059 (11page)

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The Effect of Brand Experience on Pleasure and Duration Time: Focused on Department Stores
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Abstract· Keywords

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As the proportion of e-commerce increases, offline stores are becoming more and more competitive with online stores. Therefore, offline stores need new strategies that can attract customers to stores rather than marketing that provide simple economic discounts. One of the strategies that is emerging as an alternative is to provide customer experiences. Providing a variety of experiences to customers who visit a store will make consumers feel pleasure and will keep them in the store longer. If consumers are more likely to stay in the store longer, they are like to buy more. So, finding factors that affect their duration time in the store is very important to companies. This study examines whether the five experiential factors in the store affect the duration time while providing the pleasure to consumers by using convenience sampling. It was found that feel experience had more influence on emotional pleasure than sense experience, and think experience had more influence on cognitive pleasure than behavior or relation experience. Also, emotional pleasure and cognitive pleasure had a positive effect on duration time. These results indicate that creating a positive atmosphere in the store and having salespeople's expertise are important factors in attracting customers to offline stores.
#브랜드 체험 #정서적 즐거움 #인지적 즐거움 #체류의도. #brand experience #emotional pleasure #cognitive pleasure #duration time.

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Anderson, J. C. / 1988 / Structural equation models in practice : a review and recommended two step approach / Psychological Bulletin 103 : 411 ~ 423 google schola Bagozzi, R. P. / 1988 / On the evaluation of structural equation models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94 google schola Brakus, J. J. / 2009 / Brand experience: What is it? How is it measured? Does it affect loyalty? / Journal of Marketing 73 : 52 ~ 68 google schola Dawson, S. P / 1990 / Shopping Motives, Emotional States, and Retail Outcomes / Journal of Retailing 66 : 408 ~ 427 google schola Donovan, R. J. / 1982 / Store atmosphere : an environmental psychology approach / Journal of Retailing 58 (1) : 34 ~ 59 google schola

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