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A Study on User Experience by the Type of Mobile Reward Application with Attributes of Presence

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 65(), pp.7-22
  • DOI : 10.25111/jcd.2018.65.01
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : September 8, 2018
  • Accepted : October 29, 2018

Lee, Kil-hyung 1 Kim, Soo jung 1

1홍익대학교

Accredited

ABSTRACT

This study examines user experience in relation to presence factor by type of mobile reward app. Mobile-based reward apps have become a new trend in the current market. Only a tiny minority of them, however, maintain continuous operations while all others are disappearing. The media-related presence theory acquires importance but there have been no multidimensional researches carried out up to the present. Therefore, this study intends to define presence factor as four features: ‘Social richness’, ‘Transportation’, ‘Immersion’ and ‘Socialactor with in medium', and to classify types of mobile reward app for case analysis by type through the analysis model designed on the basis of the Concept of Presence(Lombard & Ditton). The result shows that mobile reward apps based on ‘simple mission' have a higher level of presence compared with those with ‘view ad’ and ‘installation’ aiming at delivering information unilaterally, while it is analyzed that the overall level of presence of the apps with ‘experiential mission' which users may experience a great level of immersion through constant interaction and direct experience is higher than those providing ‘simple mission'. This study aims at providing practical implication for future studies for environment of mobile reward apps in consideration of user characteristics and presence factors showing progress through the change of value experience.

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