서비스 산업의 효과를 증강시키기 위한 그룹 감성 기반의 다감각 자극 기술에 대한 연구 = Effective Method of Achieving Purpose of Service Industry by Augmenting Multi-Sensory Stimulation According to Group Emotion

다국어 초록 (Multilingual Abstract)

Emotion plays an important role in enhancing interpersonal relationships and determine groups behavior. Emotion has been reported to influence on not only decision making and work efficiency but also a predictor of user behavior.
Individual emotion has been studied for developing emotion recognition. Although group emotion has observed to be important of applying industry service and marketing, individual emotion has attempted to be studied for recognition and still has not been enough to describe public emotion behavior. Therefore, group emotion is demanding to be studied for recognition and application of industry.
Group emotion is defined according to both the intensity of relationship and individual level of emotion. A leader's emotion of the group rather than a collection of individual emotion has been observed to be main contributor of determining a group emotion. Ripple effect describes mechanism of emotion contagion related to group emotion and unconscious mimicking emotional response each other including body movement, facial expression, and verbal expression and other physiological response. Therefore, response synchronization has been studied to determine group emotion in this study. Body movement in the group has been analyzed according to synchronization to a leader's and the group emotion has been classified into four emotion domain in Russell's emotion model.
The service industry has shown much interest on customers’emotion as they are a significant factor in purchase intention or service experience. To understand the needs of customers, group emotion should be researched as customers could experience service or product differently depending on the quality of group emotion.
Multi-sensory stimulation also plays an important role in how we feel and behave. For example, research on cure for learning disabilities and dementia has applied multi-sensory stimulation in recently years. Also, the service industry has invested to develop multi-sensory stimulation such as fragrance, mood lights, background music, and physical architecture to induce consumers’ positive emotions.
Sensory marketing enhancing customer's interest, satisfaction and motivation according to multi-sensory stimulation has been developed by understanding the group emotion in the service domains.
For verification and application of group emotion stimulated by multi-sensory to enhancement of achieving business goal. The three service domains were selected in this study based on the service process matrix: education, welfare, and marketing. First, the service effect in the kindergarten was to enhance children's attention in the class through presenting the multi-sensory stimulation. Second, the service effect in the welfare services was to improve mental health with increased physical activity levels caused by multi-sensory stimulation during the Tai Chi class. Lastly, the marketing services was to increase customer satisfaction for increasing sales in the coffee shop when presenting the multi-sensory stimulation.
Ten children aged from 5 to 7 were exposed to the multi-sensory stimulation in the kindergarten class and their body movement were measured through camera. Their body movement was analyzed to verify the effects of multi-sensory stimulation on the education service domain. Nine elderly people aged from 60 to 70 were asked to participate a Tai Chi class at a welfare center. They were also exposed to multi-sensory stimulation and their body movement was analyzed to verify the effect of multi-sensory stimulation in the welfare service domain. 234 customers aged form 20 to 40 were exposed to multi-sensory stimulation which intended to induce certain emotion in specific time.
Participants in the three service domains were also asked to compare a multi-sensory stimulation and a non-stimulus condition to identify enhancement of group emotion through subjective assessment.
The Wilcoxon signed-rank test was performed to find the statistical significance of the mean difference (p <.05). Service satisfaction and body movement increased significantly when participants experience the multi-sensory stimulation. The amount of movement was larger when participants felt pleasant-relaxation than in pleasure-arousal emotion by the multi-sensory stimulation. On the other hand, the frequency power of movement was larger in when participants felt pleasant-relaxation. These results showed that group emotion was enhanced by the multi-sensory stimulation.
In conclusion, this study proposed new method of recognizing group emotion according to measurement and analysis of body movement in the group. Group emotion has been modulated by multi-sensory stimulation for achieving service business goals effectively. Multi-sensory stimulation has been observed to improve group emotion and its proper design has accelerated customer's experience for benefit of service industry. The methods and results in this study will contribute the development of designing sensory marketing and service marketing.

key words: Group emotion, Multi-sensory stimulation, Body-movement, Augmenting emotion

목차 (Table of Contents)

• 1. INTRODUCTION 1
• 1.1. Research Background 1
• 1.2. Related Work 5
• 1.2.1. Sensory Marketing 5
• 1.2.1.1. Visual sensation – Light 6
• 1.2.1.2. Auditory sensation – Noise 8
• 1.2.1.3. Olfactory sensation – Scent 9
• 1.2.2. Emotion Augmentation 10
• 1.2.3. Quantification of emotion 11
• 1.2.4. Relation of between emotion & Body movement 12
• 1.3. Research Purpose 14
• 2. RESEARCH METHODS 16
• 2.1. Definition of Group Emotion 16
• 2.2. Neuropsychological Mechanisms 22
• 3. EARLY CHILDHOOD EDUCATION SERVICES 24
• 3.1. Participants 24
• 3.2. Experimental Procedure 25
• 3.3. Analysis 29
• 3.4. Results 31
• 4. SENIOR-FIENDLY WELFARE SERVICES 39
• 4.1. Participants 39
• 4.2. Experimental Procedure 40
• 4.3. Analysis 43
• 4.4. Results 44
• 5. MARKETING SERVICES 50
• 5.1. Participants 50
• 5.2. Experimental Procedure 51
• 5.3. Analysis 53
• 5.4. Results 54
• 6. DISCUSSION 62
• 7. CONCLUSION 66
• REFERENCES 68