최소 단어 이상 선택하여야 합니다.
최대 10 단어까지만 선택 가능합니다.
다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.23 no.2 = no.85, 2017년, pp.35 - 44
박경애 (경기대학교 일반대학원 외식조리학과) , 이재동 (경기대학교 일반대학원 외식조리학과) , 김소아 (경기대학교 일반대학원 외식조리학과)
The purpose of the present study was to investigate the impact of experience factors on brand attitude and revisit intention in cakes specialty shop. The result showed that among experience factors in rice cake specialty shop, educational experience factor and aesthetic experience factor had influen...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
체험은 마케팅적으로 어떻게 활용되고 있는가? | 사전적으로 체험(experience)은 신체적, 심리적인 경험으로 정의되고 있으며, 마케팅적으로 직접적 접촉, 경험의 제공, 감각적, 감성적 반응 유발 기제로서 활용되고 있다. Pine& Gilmore(1999)는 마케팅에서 체험은 의도된 기업 활동의 일환이지만, 소비자의 입장에서 보면 체험을 통해 브랜드와 소통하고 공감함으로써 브랜드에 대한 긍정적인 태도를 가지게 되는 중요한 계기가 될 수 있다고 하고 있다. | |
체험의 정의는? | 사전적으로 체험(experience)은 신체적, 심리적인 경험으로 정의되고 있으며, 마케팅적으로 직접적 접촉, 경험의 제공, 감각적, 감성적 반응 유발 기제로서 활용되고 있다. Pine& Gilmore(1999)는 마케팅에서 체험은 의도된 기업 활동의 일환이지만, 소비자의 입장에서 보면 체험을 통해 브랜드와 소통하고 공감함으로써 브랜드에 대한 긍정적인 태도를 가지게 되는 중요한 계기가 될 수 있다고 하고 있다. | |
4Es의 4가지 형태는 무엇인가? | 마케팅에서 제공되는 체험은 감각적 체험을 기반으로 하고 있지만, 제품과 브랜드의 성격에 따라 엔터테인먼트적 체험(entertainment experience), 교육적 체험(educational experience), 일탈형 체험(escapist experience), 미적 체험(esthetic experience)의 4가지 형태로 구성되어 있다. 이러한 4Es를 통해 체험은 직접 표현되던 혹은 암시되던 간에 그들이 접하는 것, 행동하는 것, 지각하는 것, 인지적인 것 혹은 감성적인 모든 것을 포함하고 전달할 수 있다(Ha, 2012). |
An, E. S. (2014). The effects of experiential marketing on customer satisfaction, brand attitude and repurchase intention. (Master thesis). Konkuk University.
An, S. R. (2013). The effects of service quality, customer satisfaction and customer loyalty of rice cake cafe. Journal of Hotel Resort, 12(3), 271-291.
Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business Press.
Chae, H. J., Choi, H. Y., Jang, J. H., & Ko, E. J. (2012). The influence of pop-up store attributions toward brand attitude and revisiting intention - Focus on sports brands. Fashion & Textile Research Journal, 14(3), 400-412.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand effect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Grace, D., & O'cass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of Product& Brand Management, 14(2), 106-116.
Ha, D. H. (2012). Experience on theme park - Pine & Gilmore's experience economy perspective. Journal of Korea Urban & Geography, 19(1), 37-47.
Han, K. S. (2007). Structural analysis to in-store experience characteristics, perceived risks, brand attitude and purchase intention. Journal of Channel and Retailing, 12(2). 1-22
Han, S. Y., & Um, S. H. (2005). The attributes of on-site experience at the heritage sites - The case of Suwon Hwaseong Haenggung-. Korea Academic Society of Tourism Management, 20(2), 55-70.
Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macro Marketing, 21(6), 81-95.
Jo, K. E. (1998). A case of Jean Baudrillard A new perspectives on leisure and consumption in postmodernist discourse. The Tourism Sciences Society of Korea, 22(2), 330-337.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.
Keller, K. L. (2001). Building custoner-based brand equity. Marketing Management, 10(2), 15-19.
Kim, C. H., & Kwon, Y. J. (2011). The impact of exposure to PPL-related information on consumer brand attitude the role of priming of consumer persuasion knowledge in PPL. Journal of Public Relations, 15(1), 5-35.
Kim, C. H., & Lee, J. H. (2007). The study on the consumer' perception and purchasing behavior of rice cake as a meal. Korean Journal of Culinary Research, 13(2), 59-68.
Kim, J. H., Kim, H. J., & Han, J. S. (2010). A study on the relations among experience element, pleasure, satisfaction and behavioral intention of hotel package product. Korean Consumption Culture Association, 13(1), 39-60.
Kim, J. S. (2002). The impact of perceived cultural authenticity on tourism experience. (Doctoral thesis). Hanyang University.
Kim, K. S., Choi, W. I., & Gong, H. S. (2004). The influences of consumer behavior characteristics on imitation brand attitude and purchase intention. Journal of Industrial Economics and Business, 17(1), 177-200.
Kim, M. K., & Kwon, K. J. (2014). The effect of PPL advertisement attitude of restaurant business for brand attitude and purchasing intention: Targeting chain restaurant's customers. Journal of Foodservice Management, 17(1), 353-374.
Kim, M. N. (2009). The effects of flow experience of festival program participants on satisfaction and revisit intention. (Doctoral thesis). Mokpo University.
Kim, M. M., Park, K. W., & Lee, S. B. (2014). The effect of local specialty brand experience on brand attitude and purchase intention: Focused on Icheon rice. International Journal of Tourism and Hospitality Research, 28(2), 109-119.
Kim, S. I., & Park, J. I. (2016). Effects of Tteok, Hangwa image on consumption value and consumer buying intention as dessert. Journal of Foodservice Management, 19(3), 51-74.
Kim, S. W. (2010). The impact of motivations, constraints, negotiation on eevisit intention. (Doctoral thesis). Kyung Ki University.
Kim, Y. K. (2016). Effects of visitors' experience factors on satisfaction and behavioral intention. Journal of Inchon Studies, 22, 220.
Kim, Y. S., & Jeon, M. K. (2013). The influence of cultural content experience of participants on regional brand attitude and behavior intention - With experience of a musical at a Korean traditional house in Andong -. The Journal of cultural policy, 27(2), 221-242.
Kim, Y. S., & Hong, W. S. (2012), The effect of rice cake cafe's physical environment on customers' emotional needs and loyalty. Journal of Foodservice Management, 15(6), 277-300.
Kim, T. H., Lee, B. R., & Son, W. Y. (2009). A study on the effectiveness for the consentaneity of brand image and self-image in the brand attitude and choice intention - Focused on the coffee brand. Journal of Hotel Management, 18(1), 171-185.
Lee, E. J. (2012). The effects of overseas travel experience elements on image for travel destination: Focus on lovemarks in China travel. (Doctoral thesis). Graduate School Of SeJong University.
Lee, H. Y., & Lee, K. H. (2013). Effects of the experience type of hospital's complex cultural space on revisit intention. Bulletin, Brand Design Association of Korea, 11(5), 241-252.
Lee, J. E., Ceon, J. E., & Yoon, J. Y. (2010). Does brand ex perience affect consumer's emotional attachments. Asia Marketing Journal, 12(2), 53-81.
Lee, J. H. (2011). Study on the characteristic of market segmentation in accordance with festival experience factors. (Doctoral thesis). Graduate School of PaiChai University
Lee, S. K., & Yoon, S. N. (2014). A study of tourists motivation, satisfaction and behavioral intention by traditional market visitors. Tourism Research, 39(2), 37-107.
Lim, S. L. (2011). The effects of regional festival experience on festival brand equity and satisfaction, focusing on the cheonan heungtaryeong dance festival. (Master thesis). Daegu University.
Low, G. G., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of product & Brand Management, 9(6), 350-368.
Oh, H., Fiore, A. M. & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46, 119-132.
Park, K. Y., Jeon, H. J., & Han, M. J. (2006). The effects of customers' preference variables on the level of satisfaction with the menu at rice cake cafe. Korean Journal of Culinary Research, 12(3), 1-16.
Park, S. K., Park, J. H., & Cha, T. H. (2007). Effects of experience on enjoyment, satisfaction, and revisit intention: Pine and Gilmore's experience economy perspective. Advertising Research, 76, 55-78.
Saeed, S., Ebrahim, M., & Miche, I. L. (2014). Improving customer website involvement through experintial marketing. The Service Industries Journal, 34(11), 885-900.
Sin, D. J. (2011). A longitudinal study on fishing village visitor's motivation and satisfaction. Korea Academic Society of Tourism Management, 26(3), 541-559
Schmitt, B. H. (2003). Customer experience management. New York: Wiley, c2003, Includes bibliographical references, 231-233.
Shim, H. B., Kim, Y. H., & Lee, E. J. (2016). The effects of bakery brand experience on brand attitude and brand royalty. Tourism Research, 41(1). 155-176.
Shin, H. S., & Lee, H. (2011). The effect of experiential marketing on brand attitude and relationship quality in flagship store. The Journal of Korean Society of Design Culture, 17(2), 294-307.
Shin, K. Y., Rha, Y. A., & Hwang, Y. J. (2015). Effect on experience satisfaction of temple foods, recommendation, and revisit intentions toward temple stay. Korean Journal of Culinary Research, 21(1). 210-224.
Son, E. J., & Jeon, J. K. (2014). He effects of place brand attitude and attitude certainty on revisit intention: Focused on visitors of Busan Yeongdo bridge. Journal of the Korean Data Analysis Society, 16(6), 3221-3230.
Yang, B. S. (2006). Relations of tourist experience, authenticity and tourist satisfaction towards cultural tourism site. (Doctoral thesis). Graduate School, Dong A University.
Yoon, S. J., & Oh, I. S. (2014). Usage status of traditional rice cake as a meal substitute and analysis on the selection attributes affecting purchase. Korean Journal of Culinary Research, 20(2), 38-53.
Yoon, Y. J., & Yoon, E. J. (2015), The impact of exhibition participants' experience-based concentration on satisfaction and intention of their exhibition re-visiting. International Journal of Trade Fairs and Exhibition Studies, 10(1), 83-106.
Won, Y. H. (2002). A study on merchandising of experience tourist's on Korea traditional cultures. Tourism Research, 16, 51-63.
*원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다.
출판사/학술단체 등이 한시적으로 특별한 프로모션 또는 일정기간 경과 후 접근을 허용하여, 출판사/학술단체 등의 사이트에서 이용 가능한 논문
※ AI-Helper는 부적절한 답변을 할 수 있습니다.