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오감 체험을 기반으로한 플래그십 스토어 아이덴티티 형성에 관한 연구 - 밀크 티(Milk tea) 전문점을 중심으로 -
유자건,김영진,김경숙 한국공간디자인학회 2022 한국공간디자인학회논문집 Vol.17 No.8
(Background and Purpose) In the economic era, brands selling a single product try to differentiate and attract consumers, and the competition between brands is gradually intensified. In addition, brands not only sell their products to consumers through flagship shops, but they can also promote their positive brand image and build a unique brand identity by offering a five-sense experience space. Milk tea store is one of the rapidly rising brands in recent years. With the expansion of the market scale, the importance of the flagship store is becoming increasingly prominent. Therefore, this study aims to reveal the brand identity formation factors of consumer identity through memory and re-cognition based on the five senses experience, and to point out the direction for the future design of milk tea flagship shops. (Method) According to "Leading Brand Ranking of Chinese milk Tea Brands" released by China Brand Data Research Center, representative flagship stores of milk tea brands in China were selected. The survey will be conducted with 150 Chinese consumers aged between 22 and 42 years old and will be based on an analytical framework consisting of pictures of the space composition and sensory experience of a flagship milk tea shop. The questionnaire results were analysed by frequency analysis comparing whether Showcard differences were presented. The investigation mainly verified the correlation between the five sensory experience elements and the space of the flagship milk tea shop through correlation analysis to prove the feasibility of this study. In addition, regression analysis was used to derive the factors that have a positive impact on the brand and the consistency of memorability and reperception as brand identity formation factors. (Results) Frequency analysis results showed that the five senses experience elements of Hytea, Sexytea and Guming had a positive impact on the flagship stores, and Hytea was the most obvious one. Through the comprehensive analysis results of correlation analysis and regression analysis, it is obvious that color, light, touch, and material are important factors in the formation of brand characteristics. (Conclusions) The results of this study show that the five sensory experience elements that form the identity of the milk tea brand are colour, light, touch and material, based on the five sensory experience. Therefore, the flagship shop of a brand that sells its products is a space that offers a variety of experiences to the consumer and conveys a positive brand image together with the brand identity. According to the study, the space design of flagship shops is the most important factor in terms of colour, lighting, tactility and materials.
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체험 마케팅이 소비자 구매의도에 미치는 영향에 관한 연구 - 중국 스포츠 브랜드 플래그십 스토어를 중심으로 -
유자건,김경숙 한국공간디자인학회 2023 한국공간디자인학회논문집 Vol.18 No.7
(Background and Purpose) In recent years, after experiencing the novel coronavirus, the forms of online consumption have increased significantly. However, with the gradual end of the novel coronavirus, the problem of "loss of feeling" of online consumption has been expanding, and consumers' consumption tendency has gradually shifted from online consumption to offline consumption, and consumers' demand for offline experience has been increasing. Under this trend, the existing traditional product sales space can no longer meet the needs of consumers, so customer experience-centered experience marketing is becoming prominent. In the sales space, to attract consumers, brand flagship stores adopt experiential marketing to provide differentiated experiences, convey brand image and characteristics to consumers, stimulate consumer sentiment, and influence purchase intention. Therefore, this study aims to obtain the experiential marketing elements of sports flagship stores that affect consumer emotions and buying intentions through empirical analysis, verify the media effect of consumer emotions, and put forward the design scheme of future sports flagship stores. (Method) According to the sales performance report of China's sports brands 2022, ANTA, Li-Ning, and X-tep, the top sports brands in China, were selected as the research objects, and a questionnaire survey among 20-40-year-old consumers. Results SPSS22.0 and AMOS24.0 were used for reliability analysis, principal component analysis, confirmatory factor analysis, correlation analysis, path analysis, and Bootstrap methods to verify the hypothesis of the relationship between experiential marketing, consumer sentiment and purchase intention. (Results) Sensory experience, cognitive experience, emotional experience, and behavioral experience in experiential marketing affect consumers' pleasure emotions and purchase intention. Sensory experience, emotional experience, and behavioral experience affect consumers' aroused emotions, but cognitive experience and relationship experience can not affect consumers' aroused emotions, nor can they affect consumers' purchase intention. Consumers' happy emotions have a mediating effect in terms of sensory experience, cognitive experience, emotional experience, action experience, and purchase intention. Therefore, the hypothesis of the relationship between experiential marketing, consumer emotions, and purchase intention is verified. (Conclusions) According to the results of the study and analysis, in the flagship stores of sports brands, sensory experience, cognitive experience, emotional experience, and behavioral experience have a positive impact on consumers' pleasure emotions and purchase intention and have a mediating effect on consumers' pleasure emotions. The importance of experiential marketing to consumers' pleasure and purchase intention is in the order of sensory experience > action experience > perceptual experience > cognitive experience. Therefore, this attempt to be enlightening in the future design of sports brand flagship stores and as a primary material. Through empirical analysis, verify the media effect of consumer emotions and put forward the design scheme of future sports flagship stores.
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