드럭스토어 체험 요인이 매장 방문 경험 만족도에 미치는 영향

이상은 한국피부과학연구원 2018 아시안뷰티화장품학술지 Vol.16 No.2

Purpose: This study investigated the effects of drugstore experience factors on customers’ satisfaction with shop-visit experience, with regard to the environmental stimuli provided by a Korean drugstore, which reflects the changing state of the beauty market. Methods: Convenience sampling was conducted with women in their 20s who had visited drugstores. Cronbach’s α coefficient determined the reliability of their satisfaction. Furthermore, correlation analysis and multiple regression analysis were conducted to investigate the influence of drugstore experience factors on customers’ satisfaction with shop-visit experience. Results: Regarding the correlation between the drugstore experience factors and customers’ satisfaction with their shop-visit experience, the following factors can be ranked in the order of a high correlation: brand act, think, sense, relate, and feel. It was found that the higher the brand act factor, brand sense factor, brand relate factor, and brand think factor, the higher was the customers’ satisfaction level of shopvisit experience. Conclusion: The results of this study suggest that the drugstore experience factors affect customers’ satisfaction with their visits to drugstores and the overall experience factors are important factors in satisfaction. Particularly, act factors had the greatest influence on customers’ satisfaction with their shop-visit experience, which suggests that direct consumer experience would have a greater influence on their purchasing act. 목적: 본 연구는 변화되고 있는 뷰티시장의 형태를 반영한 한국형 드럭스토어가 제공하는 환경적 자극에 대해 실무적 체험요인이매장 방문 경험 만족도에 미치는 영향관계를 규명하고자 한다. 방법: 드럭스토어 방문 경험이 있는 20대 여성을 대상으로 편의 표집하였다. 만족도의 신뢰도는 Cronbach's α 계수로 판단하였고, 드럭스토어 체험요인이 매장 방문 경험 만족도에 미치는 영향을 알아보기 위하여 상관분석과 다중회귀분석을 실시하였다. 결과: 드럭스토어 체험 요인과 매장 방문 경험 만족도와의 상관관계는 브랜드 행동요인, 인지요인, 감각요인, 관계요인, 느낌요인 순으로 높은 상관관계가 있는 것으로 나타났다. 브랜드 행동요인과 브랜드감각요인, 브랜드 관계요인, 브랜드 인지요인이 높을수록 매장 방문 경험 만족도가 높은 것으로 나타났다. 결론: 체험요인이 드럭스토어 방문 경험 만족도에 영향을 미치는 것을 알 수 있으며 총체적인 체험요인이 만족도에 작용하는 중요한 요소임을 시사한다. 특히 행동 요인은 매장 방문 경험 만족도에 영향력이 가장 크게 나타난 것으로 보아 소비자가 직접 체험한 후 구매행동으로 미치는영향이 더욱 클 것으로 사료된다.

A Qualitative Study of Designing Customer Experience for Fashion Concept Stores

Lee, You Jung(이유정) 한국디자인문화학회 2015 한국디자인문화학회지 Vol.21 No.4

본 연구는 패션 컨셉스토어 내에서의 고객 경험을 디자인하기 위해 고려해야 할 점에 대한 포괄적인 시각을 제공하는데 목적을 두고 있다. 이를 위해 패션 브랜딩, 패션 리테일링, 경험디자인, 경험마케팅 등 관련분야 전문가 10명과 함께 참여관찰 실험을 실시하였다. 본 실험에 앞서 관련 전문가들과 함께 포커스그룹 인터뷰를 진행함으로써 본 실험을 진행할 패션 컨셉스토어를 선정하였다. 참여관찰을 통해 얻은 데이터는 정성적 방법인 “Thematic framework analysis”를 사용하여 분석하였다. 경험 디자인에 관련된 기존 문헌연구들과 참여관찰 실험 결과를 통한 데이터 분석을 통해 패션 스토어 내에서의 고객 경험 디자인을 위해 고려해야 할 세 가지 주요 시사점이 도출되었다. 첫째, 브랜드 아이덴티티를 바탕으로 한 터치 포인트들의 통합을 통한 총체적이고 통일된 고객 경험 제공, 둘째, 고객들의 감각을 자극하는 매장 디자인을 통한 감성 브랜딩, 마지막으로 문화적 경험 제공을 통한 의미있는 고객 경험을 제공해야 함을 알 수 있었다. 또한 총체적이고 통일된 매장 경험을 제공하는 것이 매장내 경험 디자인의 기본이라는 첫 번째 시사점에 기반하여 패션 컨셉스토어 내에서의 고객 경험 디자인 현황 분석을 도울 수 있는 개념적 준거틀을 문헌연구를 통해 제안하였다. 본 연구는 컨셉스토어 매장 내 경험을 효과적으로 디자인하기 위한 주요 시사점을 도출하고 현재 제공되고 있는 경험 디자인 요소들을 분석할 수 있는 개념적 준거틀을 제안함으로써 변화하는 고객들의 니즈를 만족시킬 수 있는 매장 경험 디자인의 방향을 제시하였다. This study aimed to provide comprehensive overview regarding the main points to be considered in designing customer experience for fashion concept stores. For this study, participant observation was conducted with ten experts from involved disciplines such as fashion branding, fashion retailing, experience design and experiential marketing. Prior to the main study, focus group interview was carried out with five experts from design and fashion retailing to select the best practice for participant observation. The data from participant observation was analyzed using a qualitative thematic framework analysis method. Reviewing previous literature and drawing on participant observation, it was possible to identify three key considerations for the design of customer experience for fashion concept stores, which were classified into the following categories: 1) orchestration of all the touch points in line with brand identity, 2) engaging customer on an emotional level through designing sensorial experience of customers and 3) evoking meaningful customer experience through providing cultural experience. In addition, a conceptual framework presenting a list of individual stimuli in respect of designing customer experience for fashion concept store was developed based on the findings from literature review as an audit tool. It would be expected to enable fashion concept stores to evaluate current use of experience design in their stores from a holistic point of view. Considering that customer experience is not driven by a single point but from all the points around customers, it is essential to have a holistic perspective regarding the environmental dimensions of retail atmospheric. In this respect, the information from this study may be potentially useful for fashion concept stores in terms of providing comprehensive overview regarding the main points to be considered when they design quality customer experience.

Recognising the Importance of Visual Elements in Experience Design for Motivation

Amic G. Ho 한국HCI학회 2016 한국HCI학회 학술대회 Vol.2016 No.1

The concept of experience design which focuses on providing an unforgettable experience for the end-user was started to be discussed in the symposium in the recent years. In order to face the increasing competitions in the market, most designers explored methods to satisfy users’ wants and desires through the experience of design consumption. Designers sought for solutions to increase the interaction and motivation by collecting users’ feedback, user experiences management, and continuous innovation. To manage users’ experience, some scholars suggested the perception of user on the design is one of the important aspects they have to consider. To generate the perception of users, various aspects of the experience design were involved, e.g. usability, mood and feel, etc. Many studies have already investigated the directions under the usability and the research result contributed the generation of some creative designs. It is possible to further investigate the other directions, for example, creating the mood and feel by visual elements (included points, lines, curves, etc.) in experience design. There were some studies explored that visual elements took main role on the creating perception. This paper aimed to investigate how the visual elements creating perception in design experience and how it enhanced the users’ interactions and motivations. In this paper, a qualitative research was conducted to examine how the visual elements in experience design influence the users’ emotional changes and perceptions of the experience design. And then, the way of the visual elements in experience design encouraged the users’ motivations were also investigated. Participants were invited to describe their experience, mapped out their emotional changes those caused by the experience and identify their motivated action after the design experience. It was found that visual elements created users’ perceptions to affect interaction behavior, relationships between visual elements and motivation is strongly mediated by eliciting certain types of emotional behavior. This connection provided understandings on how designers’ efforts work in visual elements actually influence users’ experience in the design consumption. The importance and role of visual element in experience design were explored. The influences on the emotion of the users among the different categories of visual elements were compared.

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.

체험경제 이론에 따른 기억, 만족, 충성도에 관한 연구: 동해안지역 스쿠버다이빙리조트 방문객을 중심으로

서민정,임은순 한국호텔관광학회 2011 호텔관광연구 Vol.13 No.3

Based on the Pine & Gilmore’s experience economy concept, this study aims to identify the underlying dimensions of scuba divers’ experience and to investigate the influence of relationships among scuba divers’ experience, memory, satisfaction and loyalty. According to the results of analysis,scuba divers’ experience can be represented in terms of four factors; education experience, escape experience, esthetic experience, and entertainment experience. Multiple regression analysis indicated that scuba diving’s memory was influenced by 4 factors of experience. This estimated that scuba diving fits the Pine & Gilmore’s ‘sweet spot’ concept. Especially, esthetic experience accounts for most of the variance in estimating memory. Memory had a significant effect on experience satisfaction and what is more, memory, satisfaction affected scuba diver's loyalty. Overall, this study enhance the theoretical process on the experience economy concept in scuba diving and offer implications for marine tourism policy.

해양레저스포츠 참여자들의 체험요인과 만족과의 관계연구

서민정(Min Jung Seo),임은순(Eun Soon Yim),이소진(So Jin Lee) 한국관광연구학회 2013 관광연구저널 Vol.27 No.1

Based on the theory of experience economy(Pine & Gilmore, 1988), this study aims to identify the underlying dimensions of scuba diving experience and to investigate the relationships among scuba diving experience, demographics characteristics and satisfaction using stepwise regression analysis. According to the analysis, the experience of scuba diving can be represented in terms of 4 main factors; education experience, escape experience, esthetic experience, and entertainment experience. It was found that Scuba diving`s satisfaction was influenced by 4 factors of experience. But scuba diving participants` demographic variable had partly a significant effect on participant`s satisfaction. When scuba participants ware grouped according to the qualification level and participation period, the regression analysis presented the differences in the participants` importance of experiences and demographic characteristics between the groups. That means the four factors differed in terms of each participants` importance in explaining the outcome variable of satisfaction. The participants whom experience level is high and participation period is long recognized for their high escape experience value. The participants whom experience level is low and participation frequency is short, on the other hand were esthetic experience.

테마파크에서의 체험요소에 관한 연구 : Pine과 Gilmore의 체험경제이론(Experience Economy)을 중심으로

하동현 ( Dong Hyun Ha ) 한국사진지리학회 2009 한국사진지리학회지 Vol.19 No.1

본 연구는 Pine & Gilmore의 체험 이론을 기반으로 테마파크 이용객의 체험을 엔터테인먼트 체험, 교육 체험, 미적 체험 및 현실도피적 체험이라는 4가지 척도를 개발하였다. 이러한 척도들을 독립변수로, 테마파크 이용객의 만족을 종속변수로 하여 다중회귀분석한 결과 교육 체험, 엔터테인먼트 체험, 미적 체험 순으로 이용객 만족에 영향을 미치는 것으로 나타났다. 자료 수집은 신라밀레니엄파크를 방문하고 있던 300명의 이용객을 대상으로 하였다. 이러한 분석 결과 테마파크 마케터들은 다음과 같은 조치를 취할 필요가 있다. 첫째, 테마파크 경영자들은 교육 체험을 중시하여야 한다. 최근 주5일근무제로 인하여 관광패턴이 개인여행으로부터 가족여행으로 바뀜에 따라 자녀를 위한 소프트웨어와 하드웨어를 준비하여야 한다. 둘째, 엔터테인먼트 체험과 미적 체험은 필수적으로 제공하여야 한다. 셋째, 현실도피적 체험도 기능한 한 제공하도록 하여야 한다. 본 연구는 테마파크에서의 이용객 체험 척도를 개발하였고, 이용객 체험이 테마파크 경영에 중요하다는 점을 고려할 대 의의를 가진다고 할 수 있다. 추후의 연구에서는 연구 변수를 더 많이 도입하고, 연구대상 산업도 확대하여 결과의 일반화를 꾀하는 것이 필요하다. The purpose of this study was to examine the relationship between experiences and satisfaction. In this study entertainment experience, education experience, esthetic experience and escapist experience were independent variables and satisfaction was dependent variable. The samples were visitors who visited Shilla Millenium Park. Statistical results told us that visitors` satisfaction was consequence of education experience, entertainment experience and esthetic experience. Therefore, it can be said that, to attract more returns of tourists, marketer of theme park was advised to try to make education experience, entertainment experience and esthetic experience by providing contents of good software and hardware. Consequently, the better evaluation of visitors on those experiences means the more intention of them to revisit a theme park. It is concluded that if theme park marketer takes practical actions based on the results of this study to enhance visitors` experiences, they could expect various positive outcomes on their marketings.

로컬 커뮤니티 호텔의 체험 마케팅 유형 및 공간 특성 분석 연구

이규홍 ( Kyuhong Lee ) 한국공간디자인학회 2019 한국공간디자인학회논문집 Vol.14 No.3

(연구배경 및 목적) 자신만의 독특한 개성 추구와 새로운 경험 추구를 중시하는 Z 세대가 소비의 주축으로 떠오르면서 독립호텔의 개념인 로컬 커뮤니티 호텔이 전 세계적으로 급부상하고 있다. 그 지역에서만 느낄 수 있는 이색적인 경험, 예술, 맛 등지역 문화 추구에 가치를 두는 로컬 커뮤니티 호텔은 고객에게 지금까지 경험해보지 못한 로컬의 새로운 경험을 선사하여 일상에서 벗어나 새롭고 신선한 체험 공간을 제공한다. 이는 과거 전통적 마케팅에서 벗어나, 소비자의 경험을 중시하는 체험 마케팅이 부상하고 있음을 의미한다. 본 연구는 로컬 커뮤니티 호텔이 타 호텔들과 차별화되어 치열한 호텔 업계 속에 살아남기 위해서는 무엇보다 체험 요소 활용이 중요하다 본다. 그중 파인(Pine)& 길모어(Gilmore)의 체험 이론이 로컬 커뮤니티 호텔에 있어더 구체적인 방향성을 제시 할 수 있다. 따라서 본 연구는 향후 국제적으로 경쟁력을 갖춘 다양한 컨셉의 호텔 개발을 위한 좀 더 차별화된 콘텐츠 개발과 디자인의 미래지향적 접근 방향을 제시하고자 하는 목적이 있다. (연구방법) 본 연구의 방법으로 첫째, 선행 연구 및 문헌적 자료를 토대로 로컬 커뮤니티 호텔의 개념 및 특징을 고찰한다. 둘째, 선행 연구에서 도출한 로컬 커뮤니티 호텔의 공간 특징과 체험 마케팅의 선두주자인 파인(Pine)& 길모어(Gilmore)의 체험 이론을 바탕으로 4가지 체험 요소를 정리하여 분석틀로 한정한다. 셋째, 분석 틀을 기반으로 로컬 커뮤니티 호텔의 대표 사례를 찾아 연구하여 특징을 고찰 정리한다. 넷째, 향후 결과를 종합하여 전체 논문의 내용 결론과 후속 연구의 방향성 및 호텔 공간 계획 시 활용할 수 있는 기초 자료를 구축한다. (결과) 본 연구는 현대 새로운 소비 계층, 숙박 트랜드 분석과 로컬 커뮤니티 호텔의 개념 및 체험 마케팅에 대한 이론적 고찰을 통해, 문화 예술적 체험, 상호 교류적 체험, 지역 활성화적 체험에 의한 로컬 커뮤니티 호텔을 분석 하였다. 분석 결과인 로컬 커뮤니티 호텔의 체험 마케팅 특성은 다음과 같다. 첫째, 로컬 커뮤니티 호텔의 문화 예술적 관점의 체험 마케팅 특성으로 감각성, 오락성, 연계성, 상호작용성, 창작성, 이벤트성, 참여성이 두드러지게 나타났다. 둘째, 로컬 커뮤니티 호텔의 상호 교류적체험은 심미성, 상호작용성, 참여성, 이벤트성, 몰입성, 창작성 등의 특징이 보였다. 셋째, 지역 활성화적 체험은 감각성, 오락성, 상호작용성, 연계성, 참여성, 이벤트성, 몰입성의 특징을 가진다. (결론) 로컬 커뮤니티 호텔의 사례 분석한 결과를 보면 체험 마케팅의 특성이 로컬 커뮤니티 호텔 공간에 전반적으로 연관을 가지고 있음을 확인할 수 있다. 그 중, 상호작용성, 참여성, 이벤트성이 사례 공간에 공통 특성으로 분석 되었다. 본 연구는 전 세계적으로 호텔 시장의 변화되는 추이를 살펴보고 로컬 커뮤니티 호텔의 체험 마케팅 측면과 공간적 특성을 분석할 수 있는 척도가 되었으며 추후, 로컬 커뮤니티 호텔에 관해 더 많은 연구와 향후, 국제적으로 경쟁력을 갖춘 다양한 콘텐츠가 반영된 한국적인 로컬 커뮤니티 호텔 개발을 위한 기초 자료로 활용되기를 기대한다. (Background and Purpose) Local community hotels are emerging all over the world as Z-generation are increasingly enjoying their leisure activities to pursue their own unique personality and new experiences. The local community hotel, which values the pursuit of local culture such as exotic experiences, arts, and tastes that can be felt only in the area, offers a new and fresh experience to the customers by giving a new local experience. Overall, this is a transition from traditional marketing to experiential marketing for consumer experience. Therefore, It's important to utilize the experience factor in order to survive in the hotel industry by differentiating the local community hotel from other hotels in this study. Among them, the experience theory of Pine & Gilmore can present a more concrete direction in the local community hotel. Therefore, I would like to suggest a direction for future development of a more differentiated contents and design for various concept hotels. (Method) First, the concept and characteristics of the local community hotel will be examined based on previous research and literature data. Second, It design the analytical framework by using spatial factors and experiential marketing factors of the local community hotels derived from the previous research. Especially, it is limited to experience theory of Pine & Gilmore who are the leaders of experiential marketing. Based on this, the four experiential elements are summarized and limited to analysis framework. Third, based on the analysis framework, the representative cases of local community hotels are analyzed. Fourth, we will construct basic data that can be used in the conclusions of the thesis and the direction of hotel space planning. (Results) I analyze the local community hotel based on cultural and artistic experience, interactive experience. and local activation experience. The results of the analysis are as follows, First, Experience marketing characteristic of a culture-artistic viewpoint of a local community hotel that is sensibility, entertainment, connectivity, interactivity, creativity, eventfulness, participation. Second, the interactive experience of the local community hotel has a character of esthetics, interactivity, participation, eventfulness, immersion, creativity. Third, local activation experience has a characteristic of Sensibility, enjoyment, interactivity, connection, participation, eventfulness, immersion. (Conclusions) The result of case analysis of local community hotel uses that the characteristics of experiential marketing are generally related to the local community hotel space, Among them, interactivity, participation, and eventfulness were analyzed as common characteristics in case space. This study to analyze the experiential marketing aspect and spatial characteristics of local community hotels. In the future, I hope that it will be used as a base material for the development of a local community hotel in Korea that reflects more research on the local community hotel and various contents with international competitiveness in the future.

논문 : 존 듀이 이론에 기초한 경험디자인의 성립 원리와 인터랙션에 관한 연구

윤세균 ( Se Kyun Yoon ),김태균 ( Tae Kyun Kim ) 디자인융복합학회 2003 디자인융복합연구 Vol.2 No.2

디지털 지식정보화 패러다임과 소비자의 경험소비의 경향은 디자인 개발에 있어 제품의 경제적인 생산성, 성능, 사용의 용이성, 매력적인 겉모양 중심의 전통적인 방법 이외에 새로운 관점에서 디자인을 달리 이해할 필요성을 점차 확대시키고 있다. 이러한 시대적 요구는 경험(experience)을 전략적으로 활용하고자 하는 경험디자인을 탄생시켰고, 그 속성과 원리를 이용하는 인터랙션 등에 대한 기초 연구가 점차 증가하고 있다. 그러나 경험디자인의 본질이라고 할 수 있는 경험개념과 그 성립에 대한 구체적 논의가 부족해 그 방향성과 방법론에 한계를 가지고 있다. 따라서 본 연구에서는 경험개념과 그 성립을 인식론적 관점에서 고찰하여 경험디자인의 기초 이론으로 제시하고, 나아가 인터랙선 등 응용 운야와의 활용적 가능성을 제안하고자 한다. 경험개념은 프래그머티즘 철학자 존 듀이의 경험이론을 중심으로 의미적 차원에서 경험대상과 방법, 과정과 결과, 행위와 사고로 구분하였고, 유형적 차원에서 1차적 경험과 2차적 경험, 직접경험과 간접경험, 긍정적 경험과 부정적 경험으로 구분하여 고찰하였다. 또한 경험의 의미와 유형을 통해 경험의 성립은 궁극적으로 변화성의 원리, 연속성의 원리, 상황성의 원리에 기초하고 있음을 도출하였으며, 이는 인터랙션의 기본 원리와 그 관계적 기반을 같이 하고 있음을 알 수 있다. The 21st century could be called the age of Experience Economy. Until now the use of products were based on the style and usability, but future design needs to focus on the extended needs of consumers. By focusing on Empiricism and John Dewey`s theory on the experience, life style and its meaning are explored and reinterpreted into the experience design perspective. The newly reinterpreted concepts and arising elements are applied again to the field of design. The theoretical base of experience design is explored and systematized through reviewing natural and social environments, its consisted elements and situations. It was found that the method of experience embraces not only the interaction between humans and their environment but also the processes and methods of experiencing. These has been created through experience activity as an extra benefit. The result of such experience has created a few concepts. One is external aspects that create action such as human`s activity. The other is internal aspects that occur while thinking such as mental activity. Experience is formed into the six categories, depending how the five senses are used. The first differentiation is primary experience and secondary experience. The second is direct and indirect experience, according to the intervention and non intervention of the intermediary. Lastly, the perspective value of quality determines if an experience is positive or negative.

쇼핑 웹사이트 탐색 경험의 몰입 과정에 대한 연구

심수인 ( Soo In Shim ) 서울과학기술대학교 과학문화전시디자인연구소 2014 한국과학예술융합학회 Vol.15 No.-

A commercial Website has been regarded as a marketing communication channel as well as a retail channel of product/service providers. Firms can offer the Website visitors a great experience of exploring virtual spaces, which aims to eventually increase the firm`s profit. For delivering rich experiences to visitors on a commercial Website, appealing Website characteristics such as vivid interfaces have been suggested in previous studies. From the visitors` perspective, however, it is not known how the visitors could be engaged in the Web experience; particularly, what aspects of the Web experience could be appreciated by the visitors, and further result in their positive behavioral responses. Therefore, this study uses qualitative methods, which is widely used to find and exploit new market opportunities by product/service providers or business consultants, to clarify the construct of the experience as well as to track the experience engagement process on the whole. The purpose of this study is to explore (1) the process of how visitors could be engaged in an experience on a commercial Website and (2) the dimensions of the Web experience. Two theories, LaSalle and Britton`s experience engagement process and Pine and Gilmore`s four realms of an experience, were reviewed to establish the theoretical domain, entailing the development of research questions and research design. In Study 1, twelve informants participated in individual interviews to report their memorable experience on a commercial Website. In Study 2, eighteen informants participated in focus-group interviews with watching a sample five-minute video of exploring a sophisticated Website. All the interview data were analyzed together by a constant comparative method. The findings of this study are partially consistent with the theoretical frameworks. The categories and properties regarding experience engagement process show that visitors recognize an experience on a commercial Website as an incomplete experience necessary to be verified as authentic in an offline environment. Furthermore, visitors tend to easily remember what they earn during the online experience, rather what they see, hear, or think on a commercial Website, which emphasizing the importance of suggesting obvious benefits on the Website. Implications and suggestions are also discussed.