Experience engagement process of exploring a commercial Website

서지정보

· 발행기관 : 한국전시산업융합연구원
· 수록지 정보 : 한국과학예술융합학회 / 15권 / 307 ~ 318페이지
· 저자명 : 심수인

초록

A commercial Website has been regarded as amarketing communication channel as well as aretail channel of product/service providers. Firmscan offer the Website visitors a great experience ofexploring virtual spaces, which aims to eventuallyincrease the firm’s profit. For delivering richexperiences to visitors on a commercial Website,appealing Website characteristics such as vividinterfaces have been suggested in previous studies.
From the visitors’ perspective, however, it is notknown how the visitors could be engaged in theWeb experience; particularly, what aspects of theWeb experience could be appreciated by thevisitors, and further result in their positivebehavioral responses. Therefore, this study usesqualitative methods, which is widely used to findand exploit new market opportunities byproduct/service providers or business consultants, toclarify the construct of the experience as well as totrack the experience engagement process on thewhole. The purpose of this study is to explore (1)the process of how visitors could be engaged in anexperience on a commercial Website and (2) thedimensions of the Web experience. Two theories,LaSalle and Britton’s experience engagementprocess and Pine and Gilmore’s four realms of anexperience, were reviewed to establish thetheoretical domain, entailing the development ofresearch questions and research design. In Study 1,twelve informants participated in individualinterviews to report their memorable experience ona commercial Website. In Study 2, eighteeninformants participated in focus-group interviewswith watching a sample five-minute video ofexploring a sophisticated Website. All the interviewdata were analyzed together by a constantcomparative method. The findings of this study arepartially consistent with the theoretical frameworks.
The categories and properties regarding experienceengagement process show that visitors recognize anexperience on a commercial Website as anincomplete experience necessary to be verified asauthentic in an offline environment. Furthermore,visitors tend to easily remember what they earnduring the online experience, rather what they see,hear, or think on a commercial Website, whichemphasizing the importance of suggesting obviousbenefits on the Website. Implications andsuggestions are also discussed.

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