The Effect of Smartphone User Experience By Brand Experience's Mediator Role on User Satisfaction and Attitude

The smartphone manufacturing brands are differentiating their own products from competitors' by showing the upgraded UI(User Interface) whenever new smartphones are released every year. Thus, the users accumulate diverse experiences in the process of performing the purposes through new smartphone UI. The user experience plays a crucial role in the cognitive process in accordance with the consumers' stimulation. Through new experiences, the experience of used brands is formed, which could have effects on users' attitude in accordance with the degree of satisfaction after use. Thus, this study aimed to verify the relations of smartphone user experience, user satisfaction and attitude, and also to verify the effects of user experience on the user satisfaction and user attitude with the mediation of brand experience. The research hypothesis was verified by regression analysis.In the results of this study, first, all the user experience factors such as user satisfactory experience, useful experience, design satisfactory experience, and A/S satisfactory experience had positive(+) effects on the user satisfaction and user attitude. Second, the smartphone user satisfaction had positive(+) effects on the user attitude. Third, the smartphone user experience had effects on the user satisfaction and user attitude with the mediation of brand experience. The results of this study imply the necessity of strategies considering the smartphone user experience factors for the design of smartphone UI in the future, and the importance of providing the brand experience differentiated from other brands to increase the smartphone users' satisfaction, and also establishing the marketing strategies and researches on users' experience for increasing the user satisfaction to raise users' positive attitude.