스마트폰 어플리케이션 UI가 브랜드 이미지 및 제품 구매 의도에 미치는 영향에 관한 연구

Abstract

Abstract

Every human being pursues a more convenient life and wants to lead a more convenient life. People have made and used a variety of tools to achieve those goals and supplemented and developed the lacking aspects. In modern society, information technology has shown the most significant growth of all technologies. Smart phones are at the center of innovation that evolves day after day. This study set out to understand the four elements of smart phone application UI (User Interface), namely informativeness, design, convenience, and navigation, and examine what kind of impact they would have on brand image. The study also aimed to investigate correlations between brand image and purchasing intention. Unlike the previous studies that focused on examining the UI characteristics and compensating for the problems, the study tried to figure out which elements would have the biggest impact on brand image. The purposes of the study were to identify the aspects that companies should focus on further to improve their brand images when making an application and help them improve and supplement them in the flood of applications. Based on the previous studies on connections between the UI elements and brand image, the investigator formed a set of hypotheses and took a survey with clients at stores whose companies were using a smart phone application by personally visiting them in order to test the hypotheses empirically. The research findings were as follows: First, when they are offered quality information they want, clients have an improved brand image. Second, clients have an improved brand image when they use an application that was designed to look good visually and be easy to use. Finally, the better brand image is, the more purchasing intention consumers will have. Good informativeness and superior design are more important elements than good convenience and navigation. The limitations of the study and future tasks are as follows: First, it is difficult to represent all cases with certain companies to which the sample is limited. Second, the study limited the application UI elements to four, thus failing to cover more diverse elements. Finally, the study only examined smart phone applications and thus raises a need to investigate more diverse platforms including web-based websites.