DOI QR코드

DOI QR Code

A Study of the Influence of Online Digital Character Experience on Offline Related Products Purchasing Intention -Focused on Kakao Friends O4O(Online for Offline) Product Portfolio

온라인 디지털 캐릭터 경험이 오프라인 연관상품 구매의도에 미치는 영향에 관한 연구 -카카오프렌즈의 O4O(Online for Offline) 제품 포트폴리오를 중심으로

Son, Jae-young
손재영

  • Received : 2018.11.30
  • Accepted : 2018.12.20
  • Published : 2019.02.28

Abstract

The Amazon Go was the catalyst of O4O era. O4O is an advanced business model from O2O, which is the integration of offline service to online, especially through smart phone network. We also find the O2O strategy of digital contents companies such as Kakao and Line. This study examined the relation between online character experience and offline purchasing intention on related character products. The SEM was designed on the former study that based on the theory of user experience and brand attitude. The result of this study shows that the users' online experience have influence on the purchasing intention of offline related products and there exist the mediating routes of satisfaction of user experience, brand preference and brand reliability. There are no statistical support to the relation between satisfaction of user experience and purchasing intention. These points illustrate what marketers better to focus on transmedia strategies.

Keywords

Digital Contents;O4O;Transmedia;Contents Marketing;Brand Attitude