The purpose of this study is to develop and test a promotion application that provides customers with Social Network Service (SNS). SNS marketing and Smartphone application marketing have been widely used recently. But, most of SNS and application mar...
The purpose of this study is to develop and test a promotion application that provides customers with Social Network Service (SNS). SNS marketing and Smartphone application marketing have been widely used recently. But, most of SNS and application marketing provide one-way information. This application is developed to promote art works in gallery through sharing customers' opinions each other. The aim of this application is to attract customers' interest in art works, induce purchase intention and encourage revisitation. Information about art works in gallery is provided when a customer scan QR-Code located around the works. The QR-codes also are used in order to share customers' opinions. The result of a usability test indicated that customers learned functions of the application easily, even though they have not used smart phone before. Also, the satisfaction was measured through the questionnaire. As a result, the customers showed positive responses in the five areas: the ease of learning and use (LEU), helpfulness and problem solving capabilities (HPSC), affective aspect and multimedia properties (AAMP), commands and minimal memory load (CMML), and control and efficiency (CE).