| abstract |
| Background As the concept of space of mobility changes, the need for various experiences through brand communication is emerging. This study focuses on sensory experiences among these various brand experiences to investigate how brand sense (visual, auditory, tactile, olfactory) experiences in the mobility environment affect engagement and the mediating effect of emotional values on them.
Methods Through the consideration of previous studies, brand sensory experience, emotional value, and engagement factors in the mobility environment were manipulated and defined, and after selecting the subject through a preliminary survey, the collected data were verified through statistical analysis by conducting a survey after the experiment to verify the influence relationship between variables.
Result As a result of empirical research through statistical analysis, brand sensory experience had a significant effect on engagement by each sense (visual, auditory, tactile, olfactory), and the effect of sensory experience on emotional value was also found to be significant. It was confirmed that all factors such as aesthetics, symbolism, and pleasure had an effective influence relationship in the mediating effect of emotional value on the engagement of sensory experience.
Conclusion This study is a study on the application of sensory experience to the evolving mobility market, and it is meaningful to leave academic and corporate practical implications by demonstrating that individual sensory experience factors must be effectively controlled and used to elicit users' emotions and immersion in space. |
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| Key Words |
| 모빌리티 브랜드의 감각경험, 감성적 가치, 인게이지먼트, Sensory Experience of Mobility Space, Emotional value, Engagement |
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