온라인 브랜딩 강화를 위한 웹 콘텐츠 경험요소 분석 연구 - 나이키 웹 브랜드를 중심으로 -

초록

The change of web environment currently is used not only as communication delivery which was major aim in the past, but as user`s active communication medium on the basis of opening, participation, sharing. The enterprises introduce the information of past enterprise through on-line and they develop web contents actively as well as provide it to users by recognizing that web contents, as on-line means for off-line synergy effect, forms a great part in terms of marketing means of brand, As the enterprises provide empirical elements to users to reinforce online brand awareness on web 2.0 environment in which the user`s participation and sharing is background, they provide a new and interesting experience with the function of communication delivery through online contents. Thus, it is decided that analyzing a current web contents for empirical elements supply along with contents composition for online branding is necessary. This study has selected the online contents of Nike which is world-famous global brand as the analyzing target. In terms of research method, the criteria of above selected Nike online contents user`s experience is classified 4 types to analyze the correlation between online branding and experience elements through the concept for online branding according to the changes of web environment as well as theoretical consideration about UX (user experience). It is analyzed about anticipation effect of each empirical elements depend on which content provided in order to order-type experience, personalization experience, relationship formation experience, connection-type experience. As a result, 3 Nike web sites has provided each story telling experience andexperience using game avatar as well as customized order-type experience; following that, the effect of user`s experience on the standard of the 4 types. The user`s satisfaction toward the online brand has raised along with diverse contents experiences and it has further connected to online branding reinforcement as well as contents development of enterprises; thus, it has eventually extended to a positive cycle which provides high-quality contents toward users. This study is considered significantly to be a foothold for further online contents investigation by analyzing the interrelations between user`s empirical elements and online branding.

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