Experience Insighter: an inspiration tool for providing actual user experiences with design practitioners

Raeseong Kang Graduate School of Creative Design Engineering 2017 국내석사

In the design process, it is important for designers to observe user behavior and experience in the actual context. Indeed, user behavior and opinions provide important clues for reaching the goals of the entire design process (Kaulio, 1998). In spite of this importance, there are some limitations for designers in field in conducting research on users. In fact, Korean design agencies have very few human and financial resources to carry out design research (Korea Institute of Design Promotion, 2015). In addition, it is difficult for design students or inexperienced practitioners to obtain a systematic understanding of or information about users. This project therefore aims to provide designers with a new source of information that can systematically provide information about actual user experience in the context of product use. Prior to the full-fledged project, literature studies were conducted to understand user experience and establish a system for providing information. The user experience attributes (UXA) were defined by reviewing and reclassifying existing user experience frameworks. New classifications of the user experience could be a logical basis for the application. A total of 102 actual user experiences were collected and categorized according to their attributes, and it was confirmed that the defined user experience elements (UXA) could successfully classify user experience without exception. The design concept of the new source was defined as an insight tool in the form of tablet PC or smartphone application that provides user experience cases. The application was defined to have four main functions: “New feeds,” “Search,” “Case hunting,” and “Board.” These functions enable users to collect, share, and manage new user experiences, and ultimately provide richer user experience cases in a systematic way. Six prototyping tools for developing the application were investigated as an implementation method of the application, and MIT AppInventor was chosen as the tool to be used for the project, based on the functional characteristics of the final application and the ease of use of the tool. I have succeeded in implementing the functions of the application by utilizing the components needed, such as sensors of devices and the online database. Three possible scenarios for the application direction were proposed. Eight design practitioners were asked to evaluate the usefulness of the tool and how the content could be improved. Overall, the practitioners said that they were willing to use the tool and expected that the tool would be helpful in designing for user experience. However, they did not believe the tool can help designers come up with ideas. There were also implications for further study: it is necessary to find a way to maintain the quality of cases reported by the user, and factors that may affect user experience should be considered.

EAST ASIANS’EXPERIENCE OF SOJOURNING IN EAST TENNESSEE : A PHENOMENOLOGICAL INVESTIGATION

김윤미 University of Tennessee 2005 해외박사

The purpose of this study was to understand the experience of sojourning in East Tennessee by individuals from East Asia. Understanding the experience of these individuals is achieved through the descriptions of their own experiences in their own words. A qualitative method was used to understand the experiences of individuals who came from East Asian countries: China, Japan, Korea, and Taiwan, and who have lived in East Tennessee. In phenomenological interviews, sixteen participants described their experiences of sojourning in East Tennessee. These interviews were audio-taped, transcribed, and then analyzed by an interpretive research group to identify common themes within and across transcripts. Interpretive analyses revealed five themes of the experience of sojourning in East Tennessee. Themes that emerged in this study were contextualized and grounded by the theme of Changes Over Time. From the ground, five themes emerged: (a) Differences, (b) Difficulties, (c) Coping, (d) Relationships, and (e) Findings in Me. The ground of Changes Over Time represented the context of time and its continuous flow where individuals found differences between the home and host culture, faced difficulties of living in a foreign country, and developed their strategies to cope with these difficulties. The ground is also the context where the participants experienced changes in their perception of self and others and obtained an understanding of the host culture and adjustment to a new environment. The first theme, Differences, encompassed the participants’ observation and understanding of the differences between their home and host culture. The second theme, Difficulties, reflected the participants’ awareness of difficulties when they entered the new environment. These difficulties include weak language skills, lack of cultural background, emotional distress, food and financial problems, getting sick, uncertainty of the future, and limitations of being foreigners. The third theme, Coping, conveyed the participants’ descriptions of how they coped with the difficulties and how they learned coping skills. The fourth theme, Relationships, reflected the participants’ relationships with people including family, friends, and romantic relationships. The fifth theme, Findings in Me, conveyed the participants’ perception of changes in themselves and values, and future plans. The findings of this study illustrate and describe the experience of sojourning in East Tennessee by sixteen individuals from East Asia. These findings provide an understanding of the cross-cultural adaptation process and the meaning of living in a foreign place from the perspectives of sojourners from East Asian countries. The sixteen participants’ rich descriptions of their experiences of sojourning help us to understand that cross-cultural contact is often an opportunity for personal and professional growth.

Dewey의 경험중심교육의 현대적 의의

류효진 경북대학교 교육대학원 2009 국내석사

Studying objective of this paper is to rebuild the statue of experience in education as studying educational meaning about Dewey's Experience Education. Dewey's Experience Education is not only overcoming the separation of knowledge and action as dividing thinking method but also devising new meaning through the relationship of these various educational philosophy topics like studying which is expressed as an expressed action, thinking which is a motivation of experience, and the nature which are the essence of experience and the objective of observation. These meanings are made of the topics of educational philosophy which are organized of methodical process and performance of education, and basement of educational theory. In the end, there are included experiences which are general and various human's real lives. Like this, the experience which Dewey explains is not the mechanical structure which can be divided as accessories, but the integrated thing which is melted into our lives. It can be an important motivation about categorizing the educational philosophy's connotation as an another topic. With this, Dewey's Experience Education can offer an educational index not only in the present but also in the future. First of all, studying is an reorganizing process as a meaningful experience, and experience leads to the growth by sending the future's view, not the nature-rising event. The growth is development of experience and just studying. Second, the base of experience's development is thinking, and this decides on quality and value of experience. Third, Dewey's human value is not the thing which is divided between body and mind, but the thing which is the integrated real existence, so it can offer an educational human connotation which is emphasized that mind and physical activity are integrated activity with objective through experience. Fourth, the experience is the main activity which analyzes the essence of nature and actualizes endless possibility of nature, and the only enterance which can be approached nature. This experience and the relationship of nature offered various understanding of experience and it was the thing which is for recovering of human life which is including on nature. According to this, Dewey's Experience Education has very high status in a field of educational connotation, but it is demanded on continuous examination and introspection. Therefore, it will be an assignment which can be devised new way as balancing educational value, intention and contents, and it will be harmful to concentrate on the theory. 본 논문의 연구목적은 듀이의 경험교육론에 대한 교육적 의의를 고찰함으로 교육이란 영역에서 경험의 위상을 재정립하고자한 것이다. 듀이의 경험교육론은 이분법적 사고방식에 따른 앎과 행위의 분리를 극복할 뿐만 아니라 경험의 행위로 표출되는 학습, 경험의 원동력이 되는 사고, 경험의 본질이요 탐구의 대상이 되는 자연, 경험의 주체가 되는 인간, 이처럼 다양한 교육철학의 주제들과의 관계를 통해 새로운 의미를 창출하게 되었다. 이렇게 탄생한 의미들은 교육의 방법적 절차와 실행, 그리고 교육이론의 토대를 구성하는 교육철학의 주제를 이루고 있었으며, 이것은 결국 보편적이면서 다양한 인간 실제 삶의 경험들을 담고 있었던 것이다. 이처럼 듀이가 밝히고 있는 경험은 낱낱이 분리되는 부속품과 같은 기계적인 구조가 아닌 우리의 삶에 용해되어있는 통합된 존재로 이해할 수 있다. 이로써 경험의 교육철학적 함의를 또 하나의 주제로 범주화할 수 있는 중요한 계기를 마련하게 되었다. 이러한 맥락에서 듀이의 경험교육론은 현재뿐만 아니라 다가올 미래에 교육적인 지표를 제공해줄 것으로 본다. 우선 경험과 학습의 관계에 있어 학습은 경험의 유의미한 재구성의 과정이며, 경험은 자연발생적인 사건이 아닌 앞으로의 전망을 바라보면서 ‘성장’으로 이끌어 간다. 이러한 성장은 경험의 발달이며 바로 학습인 것이다. 두 번째는 경험의 발달의 근원은 ‘사고’이며, 이것은 곧 경험의 질과 가치를 결정하게 된다. 세 번째는 듀이가 바라본 인간관은 몸과 마음이 분리된 존재가 아닌 통합을 이룬 실존자이기에 경험을 통한 정신활동과 신체활동은 목적을 수반한 통합된 활동임을 주장함으로써 교육론적 인간관의 함의를 제공하기도 하였다. 네 번째는 경험은 자연의 본질은 분석하고 자연의 무한한 가능성을 실현해나가는 인간의 주체적 활동이며, 자연에 근접할 수 있는 유일한 통로이다. 이러한 경험과 자연의 관계규명은 경험에 관한 다양한 이해를 제공하며 자연에 귀속된 인간 삶 자체의 회복을 시도하고자 한 것이다. 이미 언급한바 듀이의 경험교육론이 교육적 함의 면에서는 상당한 위상을 확보하였음에도 불구하고 지속적인 검토와 성찰이 요구된다고 볼 수 있다. 따라서 방법론에만 치우쳤던 그의 이론에만 국한되지 않은, 교육의 가치와 목적, 내용 등 이러한 요소들이 적절히 균형을 이루는 새로운 대안을 모색하는 일이 앞으로의 과제인 것이다.

A Traveler's Tale : The Experience of Study in a Foreign Language

이근호 University of Alberta 2005 해외박사

It is generally agreed that language is important. And yet, when we stay in our native tongue, the system of language or the particular language we speak is rarely at the centre of day-to-day experience. But this is different for foreign students. The experience of having to use a foreign language as the medium of study may be the cause of a variety of difficulties and agonies. As well, such experience may teach the student more valuable lessons and lead to personal growth beyond what learned in the subject of study. The main question of this study is, "What is it like to study in a foreign language? And what is the pedagogical significance of understanding the lived meanings associated with such experience?" In order to explore some of the possible existential meanings embedded in the experience of studying in a foreign language, this dissertation adopts a hermeneutic phenomenological methodology which is characterized by a resolute commitment to thinking and rethinking about the phenomenon being investigated. This study is also trying to think reflexively and thoughtfully about the experience of studying in a foreign language through the practice of writing and rewriting this text. In this inquiry, foreign graduate students’ lifeworld experiences are brought into the reflective space where the difficulty, uncertainty, and ambiguity of living and studying in a foreign language can be explored. In a way, what the exploration shows is not so promising and is filled with a great deal of frustration and utter confusion on the part offoreign students. However, even those frustrations and pains may help us understand more deeply their lifeworld, and help us gain more pedagogical confidence in dealing with the problems that they might have?although such pedagogical confidence does not always clearly give us a list of what to do and not to do. Although the study makes no claim to empirical generalization, it aims to provide pedagogical insights into the lives and experiences of others. It may be especially worthwhile to foreign students and their advisers, by bringing forth a more sensitive intersubjective understanding of such possible experiences.

Design, operation, and evaluation for enhancing customer experience in technology-based service systems

송보미 서울대학교 대학원 2015 국내박사

Experience economy is the concept that refers to the paradigm in which economic value is created from customers’ experiences. In recent years, the importance of customer experience as a new differentiating factor is gaining ground given the fierce competition in the global market, fast-changing business environment, and commoditized products and services. In particular, the development of information and communication technologies has realized and extended the potential customer experience by integrating physical, real world and virtual, digital world, and thereby promoting the advent of experience economy. In this circumstance, the effective use of technology to create innovative customer experience has become an essential requirement for companies to secure competitive advantages. Todays’ customer-firm interaction arises not from single face-to-face service encounters, but from technology-based service systems into which various technology-based service encounters are also incorporated. Hence, to improve and innovate customer experience, it is critical to analyze customer-firm interaction within the frame of technology-based service systems and use and manage technologies from the perspective of customer experience. In this regard, this study deals with the problem of ‘customer experience innovation using technologies’ in the frame of technology-based service systems. To this end, this study transforms the question as to ‘how we should use technologies to provide better customer experience’ into the question as to ‘how we should manage technology-based service systems to provide better customer experience’. Specifically, this study considers three different aspects of management of service systems including design, operation, and evaluation, and derives customer experience-related issues for each aspect, aiming to suggest analytical methods and processes to address such issues systematically. Theme # 1, from the design perspective of technology-based service systems, aims to contribute to creating new customer experience by designing innovative customer-firm interaction based on technologies. The research of this theme starts from the fact that values that customers perceive in technology-based service systems differ depending on the relationship between enabling technologies and customer activities. Based on this, a conceptual construct is developed to represent a value creation mechanism in technology-based self-services with three components - enabling technologies, customer activities, and values. Based on the conceptual construct, a relational matrix approach is finally proposed, which is able to explore opportunities for technology-enabled customer experience in services. The suggested approach is applied to a case of mobile app-based self-services in supermarket retailing. Theme # 2, being concerned with the operation perspective of technology-based service systems, aims to provide holistic customer experience with integrative operation of various technology-based service channels. Historically, interaction between customers and firms usually arises based on a single service channel independently. However, in these days, such single-channel service environment has been changed into multichannel service environment in which customers and multiple service channels interact with each other in complex and integrative ways. This change increases the importance as well as difficulty of understanding customer behavior. In this situation, this study suggests an agent-based modeling approach to represent and investigate customers’ channel choices across the buying decision process in the multichannel service environment. The suggested approach is illustrated with a fashion retailing case. Theme #3, dealing with the evaluation perspective of technology-based service systems, aims to obtain information that is relevant and useful to diagnose quality problems and improve customer experience by analyzing customer experience feedback. For technology-based service systems, an additional means is essential to obtain customer experience feedback because of lack of face-to-face interaction between customers and service personnel. This study focuses on customer review data, which have shown a dramatic increase in amount with the development of information and communication technologies. With a sentiment analysis-based approach to customer review data, a method to diagnose quality of technology-based service systems from the perspective of customer experience is proposed. The proposed approach is applied to a case of mobile navigation. The major contributions of this study can be summarized from the two aspects: academic aspects and practical aspects. First of all, this study contributes to both customer experience literature and technology management literature. From the perspective of customer experience, the area of discussion in the literature is expanded from the conceptual discussion to the analytic and methodological approaches. The issue of customer experience creation using technologies is transformed into the decision-making problems relating to the design, operation, and evaluation of the technology-based service system. This can be viewed as to make a step forward from the previous studies that had focused on measuring and evaluating the subjective and cognitive dimensions of customer experience without substantial methods to create desired customer experience. From the perspective of technology management, this study brings extension of its topics in the literature. The role of technology management in designing and managing customer experience is accentuated with the suggested methods, which are based on the standpoint of technology management in a narrow sense, and industrial engineering in a broad sense. Also, this study is expected to support realization and systemization of customer experience management by providing the analytical methods to organizations which are seeking to technology-based innovation in customer experience.

Rethinking the Customer Experience an Empirical Comparison of Airbnb and Hotels

Li, Jing University of South Carolina ProQuest Dissertation 2020 해외박사(DDOD)

Experience is at the heart of the tourism and hospitality industry. One of the fundamental objectives of this sector is to create memorable customer experiences. For years, the sharing economy has been merged as an essential phenomenon in the industry. As distinct from the traditional sector, Airbnb, emerging as a disruptive innovation and one of the dominant online sharing economy platforms, has a significant impact on the traditional industry. Despite an increasing interest in customer experience in tourism and hospitality in general, limited research exists to provide insight into what constitutes the customer experience with Airbnb, how it can be conceptualized, and how it should be measured. In addition, Airbnb is a major competitor to hotels and is increasingly taking market share from the hotel industry. The current literature lacks empirical research to develop an in-depth understanding of how such customer experience influences consumer behaviors, especially in a comparable context of Airbnb and hotels. Thus, this study aims to understand the nature and multi-dimensional structure of the customer experience with Airbnb. Further, the study examines the role of customer experience with Airbnb in building brand loyalty (i.e., Airbnb), and destination loyalty for these customers, and the moderating effects of involvement and customer generations on the model relationships. Guided by the research paradigm, the study uses a quantitative research methodology, including two phases: scale development and testing of a research model. Specifically, Phase 1 aims to develop and validate the measurement scale of customer experience with Airbnb. To achieve this objective, the author adopted Netemeyer et al.’s (2003) four-step scale development procedure, which includes 1) defining the construct and content domain, 2) generating and judging measurement items, 3) conducting studies to develop and refine the scale, and 4) finalizing the scale. Subsequently, the scale was utilized in Phase 2 to assess the conceptual research model and test the hypothesized relationships. Two separate studies were conducted concurrently in Phase 2. Study 1 assessed the research model with an Airbnb sample, while Study 2 examined the model with a hotel sample. A comparison between Study 1 and Study 2 was also conducted.The results of scale development provided empirical support for the proposed multi-dimensional factor structure of the customer experience with Airbnb, scale reliability, and validity. Psychometric properties were further established by assessing the scale across multiple samples (i.e., confirmatory sample and validation sample). Followed by the scale development, the hypothesized relationships between customer experience with Airbnb, arousal, hedonic emotions, utilitarian emotions, destination attachment, brand attachment, destination loyalty, and brand loyalty were assessed through structural equation modeling. The results of the Airbnb sample provided evidence of the significant role that customer experience and emotions (i.e., arousal and utilitarian emotions) have in forming customer attachment and loyalty to the brand Airbnb and to the destination. Similar results were also found in the hotel sample. Furthermore, the results of the model comparison demonstrated that both the relationships between customer experience and utilitarian emotions, and utilitarian emotions and destination attachment were significantly stronger for the Airbnb group. In contrast, the relationships between utilitarian emotions and brand attachment, and destination attachment and destination loyalty were significantly stronger for the hotel group.This study makes several contributions to the literature. From a theoretical perspective, this research conceptualizes customer experience with Airbnb, and provides a reliable and valid scale. The scale offers a foundation for the empirical development of a conceptual model of brand loyalty and destination loyalty formation in the lodging context. The results not only provide a comprehensive understanding of the theoretical chain between customers’ lodging experience and emotional responses, but also indicate how these constructs subsequently drive brand loyalty and destination loyalty. From a practical perspective, the findings from the testing of the proposed conceptual model not only provide marketing strategies to Airbnb providers but also shed light on hotel managers’ understanding of customer experience management in the current competitive landscape. Lastly, destination marketing organizations also gain knowledge from this study to manage destination loyalty.

브랜드체험이 브랜드충성도에 미치는 영향 : 브랜드신뢰와 브랜드사랑의 매개효과

김성은 전북대학교 일반대학원 2021 국내박사

In a marketing environment where competition between brands is intensifying recently, companies need to take advantage of their brand experience. In particular, it is necessary to increase brand trust or brand love in experience marketing, where consumers and brands interact, and link it to brand loyalty. However, there is a lack of academic research on brand love, which explains consumers' emotional aspects of the brand. In response, this study confirmed the impact of brand trust and brand love(intimacy, passion and commitment) on brand loyalty based on smart-phone brand experience for smart-phone users. In addition, this study analyzed the role of self-esteem in influencing brand love. The survey was conducted on consumers who own smart-phones. SPSS 26 and Amos 26 were used for analysis. The results of this study are as follows. First, brand experience has been shown to have a positive impact on brand trust. Sensory brand experience, affective brand experience, behavioral brand experience, and intellectual brand experience have all been confirmed to have a positive impact on brand trust. Second, brand experience has been shown to have a positive effect on brand intimacy in part. Sensory brand experience and behavioral brand experience have no significant impact on brand intimacy. In contrast, emotional brand experience and intellectual brand experience have been found to have a significant impact on brand intimacy. Third, brand experience has been shown to have a positive effect on brand passion in part. It has been confirmed that the behavioral brand experience has no significant impact on brand passion, while the sensory brand experience, affective brand experience, and intellectual brand experience have a significant impact on brand passion. Fourth, brand experience has been shown to have a positive impact on brand commitment. Sensory brand experience, affective brand experience, behavioral brand experience, and intellectual brand experience have all been confirmed to affect brand commitment. Fifth, brand trust has been shown to have a positive impact on brand love. It has been confirmed that brand trust affects both brand intimacy, brand passion, and brand commitment. Sixth, brand trust has been shown to have a positive impact on brand loyalty. It has been confirmed that brand trust affects brand loyalty. Seventh, brand love has been shown to have a positive impact on brand loyalty in part. It has been confirmed that brand passion has no significant impact on brand loyalty. In contrast, brand intimacy and brand commitment have a positive impact on brand loyalty. Eighth, it has been confirmed that there are some moderating effect of self-esteem in the relationship between brand experience and brand intimacy. There was a moderating effect of self-esteem between sensory and behavioral brand experience and brand intimacy, but it was confirmed that there was no moderating effects of self-esteem between affective and intellectual brand experience and brand intimacy. Ninth, it has been confirmed that there are some moderating effect of self-esteem in the relationship between brand experience and brand passion. There was a regulating effect of self-esteem between sensory and behavioral brand experience and brand passion, but it was confirmed that there was no regulating effect of self-esteem between affective and intellectual brand experience and brand passion. Tenth, it has been confirmed that there are some moderating effect of self-esteem in the relationship between brand experience and brand commitment. There was a regulating effect of self-esteem between sensory and behavioral brand experience and brand commitment, but it was confirmed that there was no regulating effect of self-esteem between affective and intellectual brand experience and brand commitment. As a result, it can be confirmed that sensory brand experience and behavioral brand experience have a greater impact on brand love as self-esteem increases.

O4O플랫폼의 체험요소가 감정반응, 만족도 및 구매의도에 미치는 영향

이지민 건국대학교 일반대학원 2022 국내석사

The O4O platform, which is the most notable in the online era for offline beyond online and offline combinations, meets consumers' needs by providing a different level of customer experience and attractions that were difficult to experience in existing offline stores. Therefore, in order to recognize the need for an O4O platform and prepare an online and offline symbiosis plan, this study will examine the impact of the experience elements of the O4O platform on emotional response and satisfaction and purchasing intentions. This study conducted an online survey of MZ generation men and women aged 20 to 40 who have three days of experience using the O4O platform from April 18, 2022 to April 20, 2022. A total of 300 copies were distributed and all were collected and used for final analysis. For empirical analysis, frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis were performed using the SPSS 28.0 statistical package program, and multiple regression and simple regression analysis were performed to identify causal relationships between derived variables. Looking at the subconcepts of each variable derived from this, the experience elements of the O4O platform were derived from four factors: entertainment experience, educational experience, escape from reality, and aesthetic experience. Emotional responses were derived in three dimensions: fun, arousal, and domination, while satisfaction and purchasing intent were derived in one factor each. The results of this study can be summarized as follows. First, the influence of the experience elements of the O4O platform on emotional response was found to have a significant effect on the fun factors among the subvariables that make up the experience elements, but not on the arousal and control factors. Educational experience has been found to have a significant effect on controlling factors, but not on fun and arousal factors. Furthermore, it has been revealed that the experience of escaping from reality has a significant effect on both fun, arousal, and controlling factors. While aesthetic experiences have been found to have a significant effect on fun and controlling factors, they have been found to have no significant effect on arousal factors. Second, examining the effect of emotional responses on satisfaction, we found that among the subvariables that make up emotional responses, fun and dominance have a significant effect on satisfaction, but arousal has no significant effect on satisfaction. Third, examining the effect of emotional responses on purchasing intentions revealed that among the sub-variables that make up emotional responses, fun and control have a significant effect on purchasing intentions, but arousal has no significant effect on purchasing intentions. Fourth, when examining the impact of satisfaction on purchasing intentions, it has been revealed that satisfaction has a significant effect on online/mobile purchasing intentions. Fifth, when examining the mediating effects of emotional responses between experience elements and satisfaction and purchasing intentions, we found that the relationship between experience elements and satisfaction has all partial mediating effects. In addition, the relationship between the escape experience and satisfaction of reality among the experience factors was found to be a failure to act as a mediator, but entertainment, educational and aesthetic experiences were found to have partial mediator effects. Next, among the experience factors, fun factors were found to have a full intermediary effect in the relationship between the escape experience and the intention to buy, but entertainment, educational, and aesthetic experiences were found to have a partial intermediary effect. The relationship between the experience element and the purchasing intention has been confirmed that the arousal factor cannot act as a medium. In addition, while the relationship between the escape experience and the purchasing intention among the experience factors has been found to have a complete intermediary effect, entertainment, educational and aesthetic experiences have a partial intermediary effect. The results of this study suggest that the experience elements in the O4O platform store can affect the emotional response of consumers and increase satisfaction and purchasing intentions. In addition, this study was conducted in the early stages of the domestic O4O platform market, and it is meaningful to analyze the relationship between experience elements and emotional responses, emotional responses and satisfaction, and purchasing intentions. Therefore, it will be useful in practical terms by providing the basis for establishing an experience strategy for online companies that want to create more positive experiences for consumers through offline stores in the future. 온·오프라인 결합을 넘어 오프라인을 위한 온라인 시대에 가장 주목 받고 있는 O4O플랫폼은 기존 오프라인 매장에서 경험하기 힘들었던 다른 차원의 고객경험과 볼거리를 제공하며, 소비자들의 요구를 충족시켜주고 있다. 따라서 본 연구에서는 O4O플랫폼의 필요성을 인식하고 온라인과 오프라인 상생방안을 마련하고자 O4O플랫폼의 체험요소가 감정반응과 만족도 및 구매의도에 미치는 영향을 알아보고자 한다. 본 연구는 2022년 4월 18일부터 2022년 4월 20일까지 3일간에 걸쳐 O4O플랫폼 이용경험이 있는 MZ세대(만 20~40세) 남녀를 대상으로 온라인 설문조사를 실시하였다. 총 300부를 배부하여 전부 회수되었으며, 최종분석에 활용하였다. 실증분석을 위해 SPSS 28.0 통계패키지 프로그램을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도 분석, 상관관계분석을 실시하였으며, 도출된 각 변수 간 인과관계를 파악과 변수의 매개역할을 규명하기 위해 다중회귀, 단순회귀 분석을 실시하였다. 이에 도출된 각 변수의 하위 개념을 살펴보면, O4O플랫폼의 체험요소는 엔터테인먼트 체험, 교육적 체험, 현실도피 체험, 심미적 체험 총 4가지 요인으로 도출되었다. 감정반응은 즐거움, 각성, 지배 3가지 차원으로 도출되었으며, 만족도, 구매의도는 각 1개의 요인으로 도출되었다. 본 연구의 결과는 다음과 같이 정리할 수 있다. 첫째, O4O플랫폼의 체험요소가 감정반응에 미치는 영향을 살펴보면, 체험 요소를 구성하는 하위변수 중 엔터테인먼트 체험은 즐거움 요인에 유의한 영향을 미치는 것으로 나타났으나, 각성, 지배 요인에는 유의한 영향을 미치지 않는 것으로 밝혀졌다. 교육적 체험은 지배 요인에 유의한 영향을 미치는 것으로 나타났으나, 즐거움, 각성 요인에는 유의한 영향을 미치지 않는 것으로 밝혀졌다. 또한 현실도피 체험은 즐거움, 각성, 지배요인 모두 유의한 영향을 미치는 것으로 밝혀졌다. 심미적 체험은 즐거움, 지배 요인에 유의한 영향을 미치는 것으로 나타났으나, 각성 요인에는 유의한 영향을 미치지 않는 것으로 밝혀졌다. 둘째, 감정반응이 만족도에 미치는 영향을 살펴보면, 감정반응을 구성하는 하위변수 중 즐거움, 지배는 만족도에 유의한 영향을 미치는 것으로 나타났으나, 각성은 만족도에 유의한 영향을 미치지 않는 것으로 밝혀졌다. 셋째, 감정반응이 구매의도에 미치는 영향을 살펴보면, 감정반응을 구성하는 하위변수 중 즐거움, 지배는 구매의도에 유의한 영향을 미치는 것으로 나타났으나, 각성은 구매의도에 유의한 영향을 미치지 않는 것으로 밝혀졌다. 넷째, 만족도가 구매의도에 미치는 영향을 살펴보면, 만족도는 온라인/모바일 구매의도에 유의한 영향을 미치는 것으로 밝혀졌다. 다섯째, 체험요소와 만족도 및 구매의도 간에 있어 감정반응의 매개효과를 살펴보면, 체험요소와 만족도 간의 관계에서 즐거움, 지배 요인은 모두 부분 매개효과를 갖는 것으로 나타났다. 또한 체험요소 중 현실도피 체험과 만족도 간의 관계에서 각성 요인은 매개역할을 하지 못하는 것으로 나타났으나 엔터테인먼트, 교육적, 심미적 체험은 부분 매개효과를 갖는 것으로 나타났다. 다음으로 체험요소 중 현실도피 체험과 구매의도 간의 관계에서 즐거움 요인이 완전 매개효과를 갖는 것으로 나타났으나 엔터테인먼트, 교육적, 심미적 체험은 부분 매개효과를 갖는 것으로 나타났다. 체험요소와 구매의도 간의 관계에서 각성 요인은 매개역할을 하지 못하는 것으로 확인되었다. 또한 체험 요소 중 현실도피 체험과 구매의도간의 관계에서 지배 요인이 완전매개 효과를 갖는 것으로 나타났으나 엔터테인먼트, 교육적, 심미적 체험은 부분 매개효과를 갖는 것으로 밝혀졌다. 본 연구결과는 O4O플랫폼 매장 내 체험요소는 소비자의 감정반응에 영향을 주며 만족도 및 구매의도를 높일 수 있다는 것을 시사한다. 또한 본 연구는 국내 O4O플랫폼 시장이 자리를 잡아가는 초기 단계에서 진행되었으며, O4O플랫폼의 체험요소와 감정반응, 감정반응과 만족도 및 구매의도, 만족도와 구매의도의 관계를 분석하였다는 것에 의의가 있다. 따라서 향후 오프라인 매장을 통하여 소비자에게 보다 긍정적 체험을 창출하고자 하는 온라인 기업들에게 체험 전략 수립을 위한 기틀을 제공함으로써 실무적인 차원에서 도움이 될 것 이라고 생각된다.

미로 체험의 재미, 플로우, 즐거움의 관계에 관한 연구

Kim, Young-Nam 제주대학교 대학원 2012 국내박사

The value of experience is increasing in our rapidly changing modern society. As we shift from a service economy to an experience economy, it becomes important for tourist attractions to provide a rich experience for tourists. Despite this, there are few studies that focus on tourists’ on-site experience. Pine and Gilmore examine the experience economy from the point of view of marketing research, and discuss four realms of experience - entertainment, education, aesthetics and escapism. This study examines these four realms of experiences in terms of the experience of visitors to a maze. First constructed as tourist attractions in the 17th century, mazes are one of the earliest examples of recreational areas and are popular in many countries. Nonetheless, there are few studies on mazes which focus on tourism, so there is a need to examine the experiences of maze visitors. To assess the quality of visitor experience at a tourist attraction, this study examines fun, flow and enjoyment as relevant positive emotions. Flow is an optimal peak experience which occurs when an individual engages in an activity with total involvement and concentration. This study distinguishes between enjoyment and fun, which are both essential factors of positive emotions. Fun is an evaluation of an experience whereas enjoyment is the state of satisfaction which results from leisure experience. The purposes of this study are to examine the structural relationships between fun, flow and enjoyment experienced by visitors to a maze park and to explore the academic implications of these relationships. A systematic research method was used which included a literature review, empirical research, statistical analysis and cross-sectional approaches as well as an examination of interdisciplinary studies based on the multidisciplinary nature of tourism research. Various theories related to fun, flow and enjoyment in the context of tourist experience are examined in the literature review, and several studies relating to the differences between fun and enjoyment are given special attention. A survey of maze visitors was conducted at Kimnyoung Maze Park, which is the most popular maze in South Korea, and the first to be established in the country. 500 questionnaires were randomly distributed to visitors over the course of three days, of which 459 were analyzed. SPSS 19.0 and AMOS 18.0 were employed to analyze the results of the questionnaires through an exploratory factor analysis and confirmatory factor analysis; a covariance structural equation model was used for statistical analysis. The results of the test of hypothesis showed that there were structural relationships between fun, flow and enjoyment in the experience of visitors to the maze. All four realms of experience had an influence on the amount of fun experienced by visitors. The amount of fun experienced at the maze had an influence on flow, and flow had an influence on the level of enjoyment. This study found that the four realms of visitor experience at the maze are all related to fun, and that aesthetics and escapism, which are immersion dimension experiences, have a direct influence on the flow state of visitors. Furthermore, fun was found to influence the flow state, while flow had an influence on enjoyment. It can therefore be concluded that flow is a mediating factor between fun and enjoyment. The academic implications of the results are as follows. First, since there are not many studies on Pine and Gilmore’s four realms of experience in terms of tourism, this study extended the concept to the experience of tourists. This study also uses the concept of fun, which is not used in relation to tourism as often as it is for sports and internet games. In addition, this study reveals the difference between the concepts of fun and enjoyment. The analysis of the relationships between fun, flow and enjoyment led to the conclusion that flow operates as a mediator between fun and enjoyment. People who evaluated an experience as ‘fun’ had been in a flow state, which they later recalled as being an enjoyable experience. One of the managerial implications is that maze parks should provide escapist experiences to their guests, since escapist experience is the type of experience which has the greatest influence on having fun. The height of a maze’s walls and the width of its paths are very important factors in providing such experiences to visitors. Another managerial implication is that, since flow has an influence on the enjoyment of visitors, it is very important to increase the experience of flow in a maze. Maze managers need to cultivate the various skills required to increase the flow experience of visitors. This study has the following limitations. First, it does not consider the difference in concepts and emotions associated with ‘fun’ and ‘enjoyment’ in different languages. It can therefore be said that there is a need for further linguistic research in order to apply the measurement tools to other languages and cultures. Second, since this study does not include a review of previous literature concerning the relationship between the psychological aspects of fun and enjoyment, the validity of the design of the research project may be called into question. Further research should be conducted in order to establish the validity of the relationship between fun and enjoyment claimed in this study. It is expected that future research which overcomes these limitations and examines the quality of experience of visitors at tourist attractions as well as the conceptual relationships between fun, flow and enjoyment will make positive contributions to the development of tourist attractions.

Examining the tourist experience factors : a mixed-methods

풍효문 Graduate School, Yonsei University 2023 국내석사

Tourist experience as a popular research issue has been valued since it can help with promoting a thriving tourism industry. Chinese tourists as a leading player in the tourism industry accounted for almost one-fifth of global tourism spending before COVID-19. With the gradual end of COVID-19, tourism markets in worldwide are recovering. Destinations need to start preparing in advance to attract more tourists by improving the tourist experience. Thus, this study aims to focus on new Chinese tourists, and uses a mixed-methods approach, including a text-mining approach and an interview approach, to explore general key tourist experience factors (including the positive TE factors and negative TE factors) of Chinese tourists during their travel to Korea and Japan. This study applied the tourist experience conceptual model to in-depth understand the results of the experiments and summarized the general key tourist experience factors, the positive TE factors, and the negative TE factors of Seoul and Tokyo respectively. Based on the findings of this study, recommendations are tailor-made specifically for Seoul to help local tourism providers improve services and offer a better experience to tourists. 관광 경험은 관광산업을 촉진하는 데 영향을 미칠 수 있기 때문에 많은 관심을 받아왔다. 코로나 19 이전까지 관광산업의 선두주자로서 중국 관광객은 전 세계 관광 지출의 약 5분의 1을 차지했다. 코로나 19가 점차 종식되면서 전 세계 관광 시장이 회복세를 보이고 있기 때문에, 여행지의 관광 경험을 개선함으로써 더 많은 관광객을 유치하기 위해 사전 준비를 할 필요가 있다. 따라서 본 연구의 목적은 중국인 관광객의 관광 경험요인을 탐색하는데 있다. 본 연구에서는 이를 위해 중국인 관광객을 중심으로 텍스트마이닝과 인터뷰를 포함한 혼합적 접근법을 사용하여 한국과 일본 여행 중 중국인 관광객의 일반적인 주요 관광 경험 요인(긍정적 TE 요인 및 부정적 TE 요인 포함)을 탐색한다. 추가적으로 실험 결과를 심층적으로 이해하기 위해 관광 경험 모형(Tourist experience conceptual model)을 적용하여 서울과 도쿄의 일반적인 주요 관광 경험 요인, 긍정적 TE요인, 부정적 TE요인을 각각 요약하였다. 또한 본 연구는 위의 결과를 바탕으로 서울의 지역 관광 사업자를 위한 실무적 전략을 제안한다.