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 -
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(연구배경 및 목적) 경험경제 중심의 시대적 배경에서 경험에 대한 사람들의 요구가 증가하고 있으며, 소비자는 온라인 소비 플랫폼의 편리함에 만족하기보다 오프라인 브랜드 공간의 진정성과 경험감을 더 중요하게 생각한다. 이러한 배경에서 오프라인 브랜드 공간은 브랜드와 고객에게 더욱 직접적인 커뮤니케이션 플랫폼과 직관적이고 실제적인 몰입경험을 제공할 수 있어야 한다. 본 연구의 목적은 근거이론 프로세스를 활용하여 오프라인 브랜드 공간에서 진정성과 경험성을 통하여 몰입경험의 극대화를 위한 영향 요소 및 모델을 도출하는 것이다. (연구방법) 첫째, 오프라인 브랜드 공간과 몰입경험에 대한 이론적 고찰을 하고 선행연구를 통하여 근거이론의 개념, 연구 프로세스를 도출하였다. 둘째, 공간디자인전공 관계자 20명을 인터뷰 대상으로 선정하여 심층 인터뷰를 수행하고 데이터를 수집하였다. 셋째, 근거이론의 3단계 코딩(개방 코딩, 축 코딩, 선택 코딩)을 통해 데이터를 개념화하고 범주화하여 오프라인 브랜드 공간에서 몰입경험의 영향 요소 모델을 도출하였다. 넷째, 이론적 포화도 테스트를 수행하고, 마지막으로 결론 및 토의를 제시하였다. (결과) 3단계 코딩을 이용하여 인터뷰 데이터를 분석하고 109개의 개념과 26개의 하위 범주 그리고 8개의 주 범주를 도출하였다. 몰입경험의 영향 요소를 중심으로 '스토리 라인'을 구축하여 주 범주를 연결하고 이론구조를 생성하였다. 이론구조를 보면, 기술 적용, 감각 자극, 브랜드 스토리텔링, 매장배치 및 전시 디자인, 브랜드 마케팅, 인터랙티브 경험, 감정 자극은 몰입경험에 직접적 영향을 미치며, 기술 적용과 감각 자극은 인터랙티브 경험을 통해, 감각 자극과 브랜드 스토리텔링은 감정 자극을 통해 몰입경험에 간접적 영향을 미치고 고객의 자기 효능은 기술 적용, 인터랙티브 경험과 몰입경험의 관계에서 주관적 조절 영향을 할 수 있었다. (결론) 근거이론의 프로세스를 통한 심층 분석에 따르면 오프라인 브랜드 공간에서 몰입경험의 영향 요소는 복잡하고 다양하다. 기술 적용, 인터랙티브 경험, 감각 자극, 매장배치 및 전시 디자인, 감정 자극과 같은 환경적 요소, 브랜드 스토리텔링, 브랜드 마케팅과 같은 브랜드 요소, 고객 자기 효능과 같은 주관적인 요소가 포함된다. 따라서 향후 서로 다른 요소 간의 상호 결합뿐만 아니라 고객과 브랜드 간의 커뮤니케이션에 초점을 두고 고객의 참여를 개선하며 브랜드에 대한 인상을 심화해야 한다.
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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