브랜드 이미지 및 구매에 영향 미치는 체험 특성에 관한 연구 -국내 화장품 플래그쉽 스토어를 중심으로- = A Study on the Experience Characteristics of Brand Image and Purchase -A Focus on the Korean Cosmetic Flagship Store-

다국어 초록 (Multilingual Abstract)

(Background and Purpose) The experience of a flagship store space changes the positive emotion of the customer’s brand and the result is brand marketing and identity formation through experience. In this respect, experiential characteristics are very important areas in the brand image and product purchase of the flagship store space, and the emotional elements of the buyer are induced to purchase through space experience. Therefore, the purpose of this study is to present the characteristics of experience in a dense manner based on the experience analysis frame for the characteristics and contents of experience that affect the brand image and purchase decision of a cosmetics flagship store space. (method) The study was conducted on the top six brands identified as a result of the statistics of the cosmetics brand recognition presented by the Korea Consumer Agency in 2019. To obtain objective results, a direct survey was conducted on the stores to analyze the contents through interviews, and characteristics of experiential details were classified into each and all stores. (Result) In the process of purchasing through visits to the cosmetics brand flagship store, it was analyzed that the emotional item evaluation factor among the characteristics of the sampling through the store space had a high influence on the brand image and purchase, and the other evaluation factors were analyzed in the order of experientialness, convenience, and intimacy. In the evaluation factors of sensory items among experience characteristics, visual was the most influential factor, followed by tactile sense, smell, and hearing. In addition, story and differentiation have a significant influence on the evaluation factors of cognitive items, and it was analyzed in order of interest and accessibility. Functional and physical properties had the highest influence on evaluation factors among behavioral characteristics, followed by selectivity and necessity. Moreover, in relational characteristics, the influence on identity and branding formation was high, and it was analyzed in order of community and mutuality. (Conclusion) The research questions on how the experience characteristics affect the brand image and product purchase of domestic cosmetics brand flagship stores were analyzed and synthesized through interviews. Through these results, it is recognized that the experience characteristics of cosmetics brands plays a very important role as a direct influence on brand image form and product purchase, and it is important data for future cosmetics flagship store planning, design, and research.

참고문헌 (Reference)

• 1 장동건, "플래그십 스토어에 나타난 체험마케팅 표현 특성에 관한 연구 - 화장품 브랜드를 중심으로 -" 디자인연구소 14 (14): 75-84, 2015
• 2 이연지, "플래그쉽 스토어의 아이덴티티 형성 요인에 관한 연구 -SPA브랜드중심으로-" 한국기초조형학회 16 (16): 479-490, 2015
• 3 김선영, "패션 브랜드 플래그쉽 스토어로 본 실내 전시연출과 브랜드 아이덴티티의 조형성" 한국기초조형학회 6 (6): 161-174, 2005
• 4 김, 우성, "브랜드와 고객체험" 이담북스 2012
• 5 Jeong, Gwisu, "Wolgan hana Industrial information" Wolgan hana financial 9-, 2007
• 6 Paco, Underhill, "Why We Buy? the science of shopping" Simon & Schster 1999
• 7 Park, Hyeonmyeong, "Shinhan investment" Unstoppable growth Able-cnc 2013
• 8 Jung, Hyeok, "NICE special list, The Change of Domestic Cosmetics Market with Growth of One Brand Shop"
• 9 Bernd, Schmitt, "Experientail Marketing" Free 2005
• 10 Christian, Mikunda, "Brand Lands, Hot Spots &Cool Spaces" Kogan Page 2004
• 11 Kang, So Yeun, "A Study on the Characteristics of Brand Image and Design Expression Trend of Flagship Stores" Graduate School of Hongik University 2007
• 12 Lee, Ju hyeong, "A Study on the Characteristic of Consumer Cognition Type of Cosmetic Brand Shop Design Elements" Graduate School of Architecture, Konkuk University 2018
• 13 Lee, Eunkyun, "A Study on VMD Design of Sports Retail Shop by Experiential Marketing" Graduate School of Ewha Womans University 2010
• 14 Han, Hyojung, "A Study on Flagship Store Design Applied Experiential Marketing" Graduate School of Hongik University 2005
• 15 Kim, Subeom, "2017 Cosmetics industry analysis report" Korea Health Industry Development Institute 2018