디지털 네이티브 세대를 위한 포토 스팟의 활용 방향성에 관한 연구

Abstract

Companies plan to attract consumers by planning a brand experience space. In order to actively utilize “photo sharing through SNS,” the biggest characteristic of the digital native generation, they are striving to establish a photo spot that can capture the attention of the digital native generation in a brand experience-type space. Based on this, this paper identifies what elements a specific generation frequently takes photo in a brand experience-type space and for what purpose they share photos on SNS. This study targeted the digital native generation, newly defined the scope of recognizing the elements of the brand experience space as photo spots, and investigated the purpose and characteristics of sharing the photographed photos on SNS. It aims to propose the design of a space in consideration of photo spots in the process of establishing a brand experience space in the future. The subject of this study will be conducted for digital native generations, and set as ‘ADER Space 3.0’. The research method was conducted focusing on observation surveys and interviews, and the following conclusions were drawn. The generation who frequently visited offline stores was a digital native generation who values personality and experience, and sharing photos through SNS is a familiar and daily act for them. Also, the elements of the space in the brand experience space, which has been filmed a lot for the digital native generation, are mirrors, objects, and the entire space. Based on the photos they have taken, photo spots shared a lot on SNS appear as objects, mirrors, furniture, and logos. When analyzing the purpose and meaning of SNS sharing for each spatial element item, it was seen that objects appeared close to Playfulness, mirrors and furniture to recordability, and logos were close to homogeneity.