A Study on Interbehaviorive Amibent User Experience of Flagship Stores

Abstract

(The Background and Purpose of the Study) Against the backdrop of this study, consumers' consumption standards are also being individualized according to the rapidly changing distribution industry. So, These days, customers approach experience-offline space focusing on brand experience rather than product sales, as their consuming behaviors turn into online shopping. Following this trend, companies tend to reduce sales-focused offline shops and induce customers to ‘experience’ brands by keeping them for a long time. As this experiencing space emerges, it is estimated to maximize various kinds of communication and experiences for customers, through the study of interbehaviorive design, to go along with changing times. This study has the purpose of rediscovering amibent user experience in flagship stores based on interbehaviorive design, by listing its features and importances, which is to improve the design of brand-experiencing space that interacts with consumers’ experience.(Methods of the Study) Therefore, this study learned about the concept of flagship store by analyzing documents and preceding studies, and defined amibent user experience in space. This study learns about features of amibent user experience through preceding studies, and analyzes the features of amibent user experience presented in domestic and overseas flagship store cases where functions of consumers and brands are effective by introducing interbehaviorive design. In the end, it sees the features and importance of the results after appreciating the cases and analyzing diagrams. (Results) The results of case study is following. First of all, the components of amibent user experience were important in the order of association, information, non-daily life, sense-motivation, dynamics and interaction. Through this, it has been obvious that association and information based on amibent user experience in flagship store are closely related. In other words, flagship store must motivate consumers with experiences through the unique image of brands, and it its essential to cause them to buy goods by stimulating them with new information, experiences and memory. (Conclusion) In the end, studies on amibent user experience are needed through consumers’ experiences from the view of flagship stores based on interbehaviorive design. And this would make flagship stores enable to establish an environment that brings positive brand image and identity. In addition to that, flagship store should learn about the importance of amibent user experience that comes from experience and communication with consumers in the space, and should go on pertinent studies. Consumption value would gradually rise through various trials due to various interbehaviorive techniques in flagship stores in the future, and strategic value of flagship stores would rise by offering distinctive brand experiences.