| Abstract |
| In the reality of digital age, customers can easily get the necessary information anywhere and they are changing into marketing which solidifies and manages the relation between corporation and customer. Recently, the consumption act that attaches the largest importance to the satisfaction of subjective value is called value consumption and consumer who does such consumption act is called value consumer. The study on their consumption act is becoming more important. While having high sensibility value in the criterion of brand selection, they pursue low price simultaneously. Seeking popularized universal consumption, they also pursue individualized consumption. Moreover, they have consumption criterion which is applied in differentiation among total products group pursued by the consumers themselves. When purchasing products, they rule out the unilateral communication by manufacturer, but demand communication between products and consumer, computer and user, manufacturer and consumer. In addition, value consumers pay attention to products whose purpose is concentrated on human being and design of new concept which is combined with sensibility rather than the former design which was realized mainly by technology and function. It is interactive design that designs the communication realized between user and product, user and Internet, user and computer. In this viewpoint, this study analyzes the property of value consumers and type of consumption and forecasts the potential of future development by classifying the characteristics of interactive design and factors/cases of interactive design for value consumers. In order to develop interactive design, it is necessary to link factors such as experience, sensibility, individualization, tactual sense and cooperation. These factors will be able to maximize the sensorial satisfaction of value consumers. |
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| Key Words |
| Value Consumer, Digital, Interactive, Masstage |
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