바로가기메뉴

본문 바로가기 주메뉴 바로가기

ACOMS+ 및 학술지 리포지터리 설명회

  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

logo

The Effects of Brand Experience on the Perceived Value of Customers in China and Korea

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2021, v.9 no.3, pp.1-9
https://doi.org/https://doi.org/10.20482/jemm.2021.9.3.1
CHENG, Zhen-Feng (School of Business, Hebei GEO University)
KIM, Gyu-Bae (Department of Business Administration, Daejeon University)
  • 다운로드 수
  • 조회수

Abstract

Purpose: This study investigates causal relationships among brand experience, perceived value and brand support behavior in both Chinese and Korean consumers, and also examines the moderating effects of interaction with customers in the relationships between brand experience and perceived value. Research design, data and methodology: Three research were presented and examined empirically in this study. First research question is about relationships among brand experience, perceived value and brand support behavior. Second is about the moderating role of interaction with customers and third is about the differences in the causal relationships between China consumers and Korean consumers. A total of 377 samples who had visited theme parks in China and Korea were surveyed. Results: Sensory experience, emotional experience, and cognitive experience have significant causal relationships with perceived value in Both Chinese and Korean consumers. Perceived value has a positive effect on brand support behavior and interaction with customer has a moderating effect between brand experience variables and perceived value in Both Chinese and Korean consumers. Second, the causal relationship between behavioral experience and perceived value is not significant in Both Chinese and Korean consumers. Third, there were significant differences in the effects of emotional experience and cognitive experience on perceived value between Chinese consumers and Korean consumers. Conclusions: Managers of theme park industry should design experience programs considering various brand experience variables for both Chines consumers and Korean consumers. Second, it is necessary to raise the level of customer interaction between employees and customers.

keywords
Brand experience, Perceived Value, Chinese and Korean Consumer, Interaction with Customer

융합경영연구