플래그쉽 스토어에 적용된 UX디자인에서의 사용자 연구 - 카페 브랜드 플래그쉽 스토어를 중심으로 -

Abstract

Today's flagship store has become an important discriminatory strategy to connect customers" lifestyle and brand value by recognizing shopping as a high-end cultural space as well as on a large scale. The cafe space goes further from the concept for beverage sales only, allowing visiting customers to experience the manufacturing process of beverages directly, linking brand and consumer relations by forming a brand community as well as inducing activity experience marketing, and greatly influencing the final purchase decision. Therefore, in this study, the types of user experience shown in UX design are classified, and based on five strategic experience modules proposed by Schmidt 20 years ago, the UX design applied to the flagships is directly explored and investigated on the relationship between the user experience elements and the user"s experience elements of each gender. When analyzing the users of cafe flagship stores by gender, the percentage of visitors was generally similar. In addition, when analyzing the experience factors experienced by men and women, the sense was high for both adult men and women, and awareness was also similar. However, in terms of emotion and relationships, we could see that women were higher than men, while in behavioral factors, men were more prominent than women. Therefore, it would be effective to target marketing that includes emotional and relationship experience elements for women under the assumption that sensory elements are applied in flagship stores, and to promote behavioral experience marketing for men.