브랜드 가치제고를 위한 브랜드 경험 인터랙션 활용방법 제안 - 현대카드 모바일 웹 서비스를 중심으로 -

Abstract

High quality products and services have been provided to people through various media. Theindustrial development allowed people to quickly learn about products and services, and thevalue criterion of users is shifting from the value in possession in the past to the value inexperience. As for corporate brands, more and more emphasis is given to the importance ofproviding people with experiential value through mutual relationship. The typical way of having anew experience in everyday life is mobile service. Focusing on this, this study intended to makeproposals to enhance brand value through the interaction between brand and service user inmobile web services. The study was performed in following procedures. First, this studytheoretically examined the brand experience and interaction that their use based on brandidentity and the elements of brand communication. Second, this study constituted interaction‘Brand Experience Interaction’ model which comprises three types. Third, this study investigatedthe influence of ‘Brand Experience Interaction’ and propose ways to utilize it in mobile services. Fourth, through laddering analysis based on the interview, we extracted the elements that theusers who use the service to be studied want. And proposed to effectively reflect ‘BrandExperience Interaction’. As a result, the main value system of Hyundaicard mobile web service isas follows. It is useful at a glance that provides the amount of card usage on the main screeneasily and clearly, provide your information easily and clearly on the main screen and providingeasy-to-use menus often on the main screen. In this study, the ‘Brand Experience Interaction’types ‘Interaction in cognitive perspective’ and ‘Interaction in behavior and relationshipperspective’ was proposed to be used as a means to enhance brand value. The ‘Brand ExperienceInteraction’ can be used as the scheme to provide users with the sense of satisfaction andvalues and would also enhance the value of the brand if used flexibly by adjusting the sense ofbalance.