오프라인 브랜드 공간에서 몰입경험의 영향 요소 연구 -근거이론 프로세스를 중심으로- = A Study on the Influencing Factors of Flow Experience in Offline Brand Space - Focusing on the grounded theory process -

다국어 초록 (Multilingual Abstract)

(Background and Purpose) In the context of the era centered on the experience economy, people’s demand for experience is increasing, and consumers value the authenticity and sense of experience of offline brand spaces more than the convenience of online consumption platforms. Against this background, offline brand spaces should be able to provide brands and customers with a direct communication platform and an intuitive, real, flow experience. The purpose of this study is to derive the influencing factors and the model for maximizing flow experience through authenticity and experientiality in the offline brand space using grounded theory processes. (Method) A theoretical review of offline brand space and flow experience was conducted, and the concept and research process of grounded theory were derived from previous research. A total of 20 people, involved in spatial design majors, were selected for interviews, and in-depth interviews were conducted to collect data. The data was conceptualized and categorized through three stages of coding – open coding, axial coding, and selective coding – of grounded theory to derive a model of the influencing factors of flow experience in the offline brand space. A theoretical saturation test was conducted, and conclusions and discussions were presented. (Results) Using the three-step coding, the interview data were analyzed and 109 concepts, 26 subcategories, and 8 main categories were derived. A “storyline” was constructed around the influencing factors of flow experience to connect the main categories and create a theoretical structure. According to the theoretical structure, technology application, sensory stimulation, brand storytelling, store layout, exhibition design, brand marketing, interactive experience, and emotional stimulation have a direct effect on the flow experience. Furthermore, technology application and sensory stimulation have an indirect effect on the flow experience through interactive experience. Sensory stimulation and brand storytelling have an indirect effect on the flow experience through emotional stimulation. Customer self-efficacy can have a subjective modulating effect on the relationship between technology application, interactive experience, and the flow experience. (Conclusions) According to the in-depth analysis through the grounded theory process, the influencing factors of flow experience in the offline brand space are complex and diverse. These include environmental factors, such as technology application, interactive experiences, sensory stimulation, store layout and exhibition design, and emotional stimulation, brand factors, such as brand storytelling and brand marketing, and subjective factors, such as customer self-efficacy. Therefore, in the future, it is necessary to focus on the interconnection between different factors and the communication between the customer and the brand to improve customer engagement and deepen the brand’s impression.

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