e-커머스 플랫폼의 브랜드체험과 브랜드 이미지, 행동의도에 관한 연구: 새벽배송을 중심으로

Purpose: This research aims to provide implications related to brand management by investigating the influence of e-commerce platform experience on brand image and behavioral intention. Methods: Brand experiences were classified into sensory, affective, intellectual and behavioral ones based on previous studies, which were then empirically analyzed against fiercely competitive early morning(dawn) delivery platform. Results: First, sensory and affective experiences contributed to building positive brand images while intellectual and behavioral ones didn’t have significant influence. Second, sensory, affective and behavioral experiences were proved to have positive influences on behavioral intention while intellectual one didn’t. Third, brand images were proved to have positive influence on behavioral intention. Conclusion: In order to form positive brand image of e-commerce platform, exciting customers’ senses and building emotional relationships with customers are more important than providing intellectual and behavioral experiences. To have positive influences on behavioral intention, marketing strategy is needed which not only appeals to customers’ sense and affection, but also provides experiences triggering certain behavior.