브랜드 공간 경험디자인 특성이 장소성에 미치는 영향 : 체험가치와 몰입의 매개 = The Effects of Brand Space Experience Design Characteristics on Sense of Place :The Mediation of Experiential Value and Immersion

다국어 초록 (Multilingual Abstract)

The Effects of Brand Space Experience Design Characteristice on Sense of Place -The Mediation of Experiential Value and Immersion- Jo Sooyoung Advisor : Prof. Yoon, Gab-geun, Ph.D. Department of Design, Graduate School of Chosun University In the modern consumer market, many things are moving to online platforms and becoming digital. In this background, due to the influence of the pandemic, the existing offline space-centered consumption pattern was rapidly transferred to the online market. In an environment that has recovered to daily life, people have begun to move to offline spaces again, and differentiation from other competitors in the offline brand space has become a brand survival strategy. Many companies and brands have focused on experiences that only space can give, in order to find differences that the online market cannot provide, and as a result, many companies and brands are introducing experience-oriented offline brand spaces armed with a completely different form of novelty than previous traditional sales-oriented stores. Through this trend, today's consumption market has emerged with an experience economy and a new consumer class. Therefore, in order to satisfy diversified consumption needs, it is intended to provide a unique and impressive experience space by promoting distinction from other brands. With the rise of experiential content that can only be done in offline spaces, many brands and companies have recognized the importance of experience, and it is necessary to grasp what kind of space can actually move consumers' minds and provide positive emotions and perceptions, so that it is not just a playful and exhausting experience, but a place to visit and a meaningful place along with maintaining a continuous relationship with the brand. It can be spread in a way to attract attention by providing only a unique or exotic space indiscriminately to differentiate it from other competitors, and it was intended to verify the path through values and experiences people feel as a new approach to experience-oriented offline brand space, not just to create an impressive space. In other words, the purpose of this study was to identify new values and trends given by space in the trend of the times when many things are becoming online digital, and to analyze the process of becoming a meaningful place through the values and immersion felt by people, which sought practical implications for a new approach to the brand space. Therefore, this study derived the spatial experience characteristics of non-routine, association, sensory stimulation, and interactivity through the spatial experience design characteristics of previous studies. In addition, in order to understand the difference in the process of forming a place in many ways, the mechanism of forming a place was attempted to be identified with the following three factors: place attachment, place dependence, and place identity. The purpose of this study was to understand how experiential value and immersion affect the process by which spatial experience becomes a place. The most important finding of this study was that the brand space experience characteristics, such as non-routine and associative characteristics, influence experience value through cognitive experiences, and emotional and embodied experience characteristics, such as sensory stimulation and interactivity, influence immediate immersion. This is an essential characteristic of the experience claimed by John Dewey and Donald Norman, and the experience worked in the same context as the experience was divided into immediate experiences in which primary and secondary experiences existed, immediate experiences that were accepted externally, and cognitive experiences that were accepted internally. In addition, there was an inversion pattern between parameters and dependent variables that led to cognitive placeability, such as place identity and place dependence, and immersion to emotional placeability, such as place attachment. Non-routine, a characteristic of brand space experience, increases the value of experience, and the fact that complete mediation has been established in the path recognized as a meaningful place shows that ＂value evaluation of novelty, not novelty itself,＂ is a key determinant of placeness. The sequential causal flow from the characteristics of space to experience value, immersion, and placeness was verified in all spatial experience characteristics, and it was confirmed that the temporal order of cognition and emotion acts as an integrated mechanism for placeness formation. These findings provide the basis for an integrated theoretical model that connects spatial design, branding, and environmental psychology academically, and in practice, provide specific guidelines to brand space designers and operators on what experience characteristics, in what order, and with what parameters to be designed. In particular, the three-step sequence design of the entry part cognitive framing, the central immersion induction, and the final meaning imprint can be used as a standard framework for brand space planning in the future as a result of directly translating the sequential mediating model of this study into practical space movement lines.

목차 (Table of Contents)

• 제1장 서론 1
• 1.1 연구의 배경 및 목적 2
• 1.2 연구의 범위 및 방법 4
• 1.3 연구 흐름도 8
• 제2장 이론적 고찰 9
• 2.1 브랜드 공간 10
• 2.1.1 브랜드와 브랜드 아이덴티티 10
• 2.1.2 브랜드 공간의 특성 12
• 2.2 공간 경험 디자인 16
• 2.2.1 공간 경험 16
• 2.2.2 브랜드 공간 경험디자인 18
• 2.2.3 브랜드 공간 경험 디자인 특성 도출 21
• 2.3 체험가치와 몰입 28
• 2.3.1 체험가치 28
• 2.3.2 몰입 30
• 2.4 장소성 33
• 2.4.1 장소성의 개념 33
• 2.4.2 장소성의 유형 35
• 2.5 선행연구 37
• 2.5.1 선행연구 고찰 37
• 2.5.2 연구의 차별점 46
• 제3장 연구 방법 48
• 3.1 연구 모형 49
• 3.2 가설의 설정 50
• 3.3 조사의 설계 55
• 제4장 실증 분석 68
• 4.1 표본의 인구통계학적 특성 69
• 4.2 측정도구의 타당도 및 신뢰도 검증 72
• 4.3 공통방법편의 검증 76
• 4.4 기술통계 분석 77
• 4.5 상관관계 분석 79
• 4.6 차이검증 81
• 4.7 가설검증 90
• 4.8 가설검증 결과 요약 99
• 제5장 결론 102
• 5.1 연구결과 요약 103
• 5.2 연구의 시사점 106
• 5.3 연구의 한계점 및 향후 연구방향 110
• 참고문헌 112
• 부록 119