• Korean Journal of Human Ecology
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• v.19 no.3
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• pp.523-536
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• 2010

This study analyzed the effects of demographic factors and sensory experiences of customers on customer satisfaction, using data from 302 customers in the Pusan, Ulsan, and Kyungnam areas who have visited family restaurants within 3 month period prior to the study. This study defined the sub-factors of sensory experience as vision, sound, smell, taste, and touch, and defined the sub-factors of customer satisfaction as main services, supplementary facilities, services related to sales promotion, served food, and the location of a restaurant. The study revealed that each evaluation score of the sub-factors of sensory experience and each evaluation score of the sub-factors of customer satisfaction was a little higher than the middle score. Respondents evaluated taste as the highest score among the sub-factors of sensory experience and evaluated main services as the highest score among the sub-factors of customer satisfaction. In terms of the effects of the sub-factors of sensory experiences and demographic factors on overall customer satisfaction, more positive taste experience, vision experience, and sound experience led to higher overall customer satisfaction and the married group in terms of marital state gave higher evaluation scores on overall customer satisfaction than the counterpart. In terms of the effects of the sub-factors of sensory experiences and demographic factors on individual customer satisfaction, consumers' sensory experiences were shown to exert far greater influences than the demographic variables.

• Journal of Korea Multimedia Society
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• v.20 no.9
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• pp.1574-1583
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• 2017

This paper proposes how to develop a multi-sensory virtual reality system based on realistic media that can improve the sense of immersion and reality experienced by the user. We suggest four types of multi-sensory virtual reality system; a realistic media experience system which provides sensory experiences to user by interlocking the media file with the sensory informations and reproducing the sensory information suitable for the scene, a real image-based panorama experience system which maximizes the sense of reality, an experience ball system in which users engage themselves into the system environment to lead the story and immersion of the content through interaction with the system, and a cultural heritage experience system based on hand movement recognition. The suggested systems can be applied in a various area such as education, advertisement, culture and arts, performance, exhibition, sports, game, 4D Experience Center, and so on. We supposed that it can contribute to create a variety of sensible contents services in the realistic media industry through the convergence of media, contents, and devices.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.6
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• pp.823-833
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• 2014

This study examines the lifestyle and gender effects of Chinese students in Korea on the Korean apparel brand experience. In addition, this study explores the effect of various brand experiences on attitudes toward Korean apparel brands. This study targets 355 Chinese university students who live in Korea. The results show that a Chinese students' lifestyle consists of four factors: adventure-seeking, sociability, individualism, and materialism. Brand experience consists of five different experiences: cognitive, affective, relational, sensory, and behavioral experience. Adventure-seeking lifestyle affects all five brand experiences and sociability influences sensory and relational experience. Individualism influences relational and behavioral experience; however, materialism affects four brand experiences (except sensory experience). Female students indicate a higher level of brand experience (except relational experience than) male students. Finally, three brand experiences (affective, sensory, and relational experience) impact brand attitude. Theoretical and managerial implications of the results are discussed along with limitations and future research directions.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.175-189
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• 2013

This study was aimed at finding the effects of consumer experience related to experience providers of apparel companies on brand loyalty. The participants of this study included experienced SPA fashion brand shopping female consumers who are between the ages of 20 to 50 residing in Seoul. A total of 285 questionnaires were used for the survey of this study. Methods of data analysis included. The result of this study revealed the 9 factors of experience providers in apparel companies: co-branding, advertising, visual/verbal identity & signage, design & quality, physical environment, people, emotional environment, websites, and sales promotion. The 5 factors of consumer experiences were behavioral experience, relational experience, affective experience, intellectual experience, and sensory experience. The experience providers of the apparel company had a significant impact on consumer experience of SPA, such as behavioral experience, sensory experience, affective experience, intellectual experience and relational experience. Of all, consumer experience of SPA as well as behavioral, sensory and affective experiences had a positive impact on brand loyalty. In conclusion, experience providers, at the disposal of the apparel company, are tactical implementation components for creating consumer experience. Therefore, the marketing strategy of apparel companies should be focused on eliciting affirmative responses from consumers.

• Food Science and Industry
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• v.52 no.1
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• pp.2-10
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• 2019

Sensory and consumer science is one of the four core sciences in food science training. In early years, this field of studies are focused on providing food technologists information of sensory attributes of food for quality control and product optimization, and referred as sensory evaluation or sensory science interchangeably. Yet, during the last decades, its scope has been much broadened looking at sensory properties of food not just as product attributes but consumer-perceived properties, emphasizing human experience. Attentions are increased for sensory fundamentals(sensory psychology and physiology) and multidisciplinary integration of theories and measurement methods for improving satisfaction of consumers' sensory experience and promoting healthy eating and wellbeing. The Sensory Evaluation(SE) division of Korean Society of Food Science and Technology(KoSFoST) has recently changed its name to Sensory and Consumer Science(SCS) division in order to address such evolution of the field and sensory professional's role.

• Journal of Wellbeing Management and Applied Psychology
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• v.3 no.3
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• pp.15-19
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• 2020

Consumers exposed to aesthetic brands can not only experience sensory pleasure but also lead to strong customer loyalty. Furthermore, aesthetic brands can expect to lead to the overall experience of the brand. They include the brand's sensory, emotional, behavioral and intellectual experience. Since aesthetic brands related to the sensory representation of customers, consumers exposed to aesthetic brands can expect to have a meaningful impact on the overall experience of the brand. The study will select aesthetic brands that distributed in Korea and then compare the aesthetic characteristics of each brand. It also seeks to verify the brand attractiveness, consistency, prominence and influence of brand motifs on the brand's sensual, emotional, behavioral and intellectual experience. To verify the influence between variables proposed in this study, we would like to conduct a multiple regression analysis. SAS 9.4 used to verify the hypotheses proposed in this study. Cronbach's α measure to verify reliability of each measurement item. In particular, brand attractiveness and brand motif can verify empirically to confirm that they play an important role in inducing brand experience.

• Journal of Broadcast Engineering
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• v.25 no.7
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• pp.1063-1072
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• 2020

This paper proposes an experimental method for measuring the quality of experience to measure the influence of the participants' immersion, satisfaction, and presence according to the application of sensory effects to 360-degree video. Participants of the experiment watch 360-degree videos using HMD and receive sensory effects using scent diffusing devices and wind devices. Subsequently, a questionnaire was conducted on the degree of immersion, satisfaction, and present feelings for the video you watched. By analyzing the correlation of the survey results, we found that the provision of sensory effects satisfies the 360-degree video viewing, and the experimental method was appropriate. In addition, using the P.910 method, a result was derived that was not suitable for measuring the quality of the immersion and presence of 360-degree video according to the provision of sensory effects.

• Archives of design research
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• v.19 no.3 s.65
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• pp.143-154
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• 2006

The primary purpose of this study was to investigate the influence of Cognitive Factors (CF) on the Creative Abilities (CAs) in design. We set up a model of Cognitive Design Process (CDP), which consists of four domains: Concepts, Experience, Five Senses (FS), and Thinking Modes (TM). Here, experience is first perceived by the five senses, and then recognized by intelligence. We regard design as a transforming process from concept to experience. For this study, two major Sensory Modalities (Visual and Kinesthetic), four Thinking Modes (Brain Dominance Profile), and four Creative Abilities (Fluency, Flexibility, Originality, and Elaboration) were reviewed. We hypothesized that idea generation is influenced by different Sensory Modalities (Visual Sense vs. Kinesthetic Sense) and Thinking Modes, and that these have a close relationship with the attributes of CAs. Firstly, we have examined the cognitive thinking model in design. Then, we adapted the Test of Creative Abilities of Design Thinking (TCADT) for measuring CAs. We surveyed the CAs under CF in particular. Finally, we have investigated the influences of the different Sensory Modalities (Visual Sense vs. Kinesthetic Sense) on CAs. It was found that a close relationship between Brain Dominance and CAs, and Sensory Modalities (SM) have different influence on these creative abilities. As a result, a tool for the Test of CAs and a framework for creative idea generation with the effective CF will be presented. These provide the basis for a new approach to creative idea generation in Experience Design.

• International journal of advanced smart convergence
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• v.11 no.3
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• pp.93-101
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• 2022

Immersion is a features of VR technology, and the most important condition for evaluating VR experience. With the improvement of VR technology, including the presentation accuracy of VR content, the degree of interaction is diversified, the user's immersion in VR equipment should not only be improved technically, but researched from the user's perception level. The paper defines two important factors, immersion and presence, in a participant's experience with a VR device. Although the current technology can already simulate the real environment information visually and audibly, the content of the VR environment is not enough for us to achieve a completely real experience. Based on the Flow theory of Csikszentmihalyi and the sensory immersion achieved by current technology, this paper proposes the key factors of how to achieve conscious immersion for users in VR media. We prove that immersion is an indicator of the true degree of sensory simulation of VR equipment and is the basis for the realization of flow experience. What really makes the participant feel a perfect experience is the content provided by the VR environment and gave participants a sense of presence, it is not limited to video or games. On the premise of the Multi-Sensory, Immersion, Interactivity and Imagination experience achieved by using virtual reality technology, combined with the content creation of flow theory, the interactive immersion achieved by users is an important method to realize the awareness immersion of VR equipment.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.258-272
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• 2016

This study estimated a structural model for examining causal relationships among flagship store experiences, store emotion and loyalty, and to compare the structural models between luxury and fast fashion SPA brands. A total of 416 responses were collected from consumers who had experience with a variety of luxury and SPA flagship stores. Findings confirmed that flagship store experience consisted of four factors, such as sensory, affective, intellectual and behavioral experiences. Sensory and behavioral experiences had positive effects on store emotion that influenced loyalty. Affective and cognitive experiences influenced loyalty. All aspects of experiences explained store emotion or loyalty for luxury flagship stores; however, two of experiences (i.e., sensory and affective) were important to determine store emotion or loyalty for SPA flagship stores. The study discussed managerial implications for fashion brands to develop and manage flagship stores.