사용자 경험을 기반으로 한 서비스스케이프 디자인 특성 연구- 국내 향수 플래그십 스토어를 중심으로 -

As consumption behavior changed due to the spread of COVID-19, the need to establish various survival strategies for offline stores was raised. Therefore, I would like to study the characteristics of servicescape design based on user experience as a way for offline space to survive as a different strategy from online space in the future. In this study, the derivation of user experience-based design characteristics were conducted in a total of three stages for spatial user-centered servicescape design analysis. Based on the derived characteristics, a user experience-based design characteristic survey of the physical evidence of the perfume flagship store servicescape was conducted for design majors and design students. After the survey, the comprehensive results were described after conducting case analysis using the collected data. As a result of case analysis through the survey, the originality of the servicescape design characteristics based on user experience was evaluated significantly higher, and the design characteristics expressed in physical evidence were evaluated highly in the object. Based on these results, it was found that companies use the object of physical evidence elements to increase the user's visual exposure and present the direction the brand is aiming for. In addition, it is believed that it will help to have offline competitiveness by effectively providing the identity of only brand space at the moment of experience, according to the customer journey by emphasizing originality, which is a characteristic of servicescape design.