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題名 體驗型商品之顧客購買意圖：以HTC VIVELAND為例
Exploring the Influence of Purchasing Intention of Experiential Product：A Case of HTC VIVELAND作者 莊涴婷
Chung, Wo-Ting貢獻者 別蓮蒂
Bei, Lien-Ti
莊涴婷
Chung, Wo-Ting關鍵詞 體驗模組
體驗價值
消費者行為意向
購買意圖
The strategic experiential models
Experiential value
Customer satisfaction
Behavior intention日期 2018 上傳時間 1-Oct-2018 12:22:35 (UTC+8) 摘要 在虛擬實境快速發展的時代，也發展出虛擬實境線下體驗店之遊樂場域，而在許多娛樂選擇中，虛擬實境體驗要如何以較高的消費單價獲得消費者的青睞，而消費者又是體認到何種體驗價值進而選擇購買或是展現正向的的行為意向，即促成本研究以「體驗價值」為研究主題本研究以宏達電子（HTC）之虛擬實境現下遊樂場域VIVELAND之消費者為探討對象，問卷調查253位消費者，利用迴歸分析說明其體驗模組與體驗價值、行為意向及購買意圖間之關係及相互影響的作用，希望能透過實證，驗證其中之關聯模式。本研究獲得結論如下：一、 體驗模組之感官體驗、情感體驗以及行動體驗對於體驗價值有正向且顯著關係，其中以行動體驗對美感價值之影響最大二、 體驗價值對顧客滿意具有正向且顯著關係，其中以美感價值影響最大三、 體驗價值對推薦意願及再購意願具有正向且顯著關係，其中以美感價值對推薦意願影響最大，而趣味性價值對再購意願影響最大四、 顧客滿意對推薦意願及再購意願亦有正向顯著關係五、 體驗價值於體驗模組與行為意向間具有完全顯著之中介效果，體驗價值於體驗模組及顧客滿意間具有部分顯著之中介效果，顧客滿意於體驗價值與行為意向間具有部分顯著之中介效果
In the rapid development of virtual reality, it develop a VR arcade which provide people VR experience for entertainment. Among many entertaining choice, how can virtual reality experience earning people’s preference in higher price. What kind of experience to make customer purchace or act positive behavior intention.This subject of study was “experience value” in HTC VIVELAND. 253 customers surveyed by questionnaire. Using regression analysis to analyze the relationship among the Strategic Experiential Models, experiential value, customersatisfaction and behavior intention.The results showed that:(1) The Strategic Experiential Models“Sense”, “Feel” and “Act”, all resulted positive effect to experiential value, further highest effect of affect to Aesthetics was Act.(2) The three dimension of experiential value resulted direct and positive effect to customer satisfaction as well, the Aesthetics has highest value of affect.(3) The three dimension of experiential value resulted direct and positive effect to behavior intention as well, the Aesthetics and Playfulness has highest value of affect.(4) The customer satisfaction resulted direct and positive effect to behavior intention as well.(5)The experiential value has the full different impacts on the Strategic Experiential Models and behavior intention. The experiential value has the partially different impacts on the Strategic Experiential Models and customer satisfaction. The customer satisfaction has the partially different impacts on the experiential value and behavior intention.參考文獻 中文[1] Eric Arnould, Linda Price & George Zinkhan. (2003)。 消費者行為(陳智凱)。台北: 經濟社。(英文版 1999)[2] Pine, B. J., & J. H. Gilmore. (2003)。體驗經濟時代(夏業良、魯煒譯)。台北:新潮美商麥格羅.希爾。(英文版 2002)。[3] Schmitt, B. H. (2000) 。體驗行銷(王育英、梁曉鶯譯)。台北:經典。(英文版 1999)[4] Shaun Smith & Andy Milligan (2003)。不平凡的做法─體驗行銷新範例(郭菀玲譯)。台北:哈佛企管。(英文版 2002)[5] 周昕緯（民100年），體驗行銷對不同程度消費幻想者的影響，國立政治大學企業管理學系碩士論文。[6] 曾靉（民106年8月28日）。別再錯過！VR線下店為什麼會是台灣產業的下個機會？【數位時代專題文章】。取https://www.bnext.com.tw/article/45930/why-vr-arcade-would-be-the-next-big-thing-for-taiwan[7] 鄒文恩（民94年），體驗行銷、體驗價值、顧客滿意與行為意向關係之研究－以華納威秀為例，朝陽科技大學企業管理系碩士論文。英文[1] Anderson, C.H.(1986),"Hierarchical Moderated Regression Analysis:A Useful Tool for Retail Management Decisions," Journal of Retailing,Vol.62,No2.,pp.186-195.[2] Bitner, Mary Jo., Bernard H. Booms and Mary Stanfield Tetreault (1990), “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, 54(January),pp.71-84.[3] Bitner, Mary Jo, Amy R. Hubbert, and Valarie A. Zeithaml (1997), “Customer Contributions and Roles in Service Delivery," International Journal of Service, vol.8, No.3., pp.193-205.[4] Bitner, Mary Jo., Stephen W. Brown and Matthew L. Meuter (2000),“Technology Infusion in Service Encounters," Journal of Marketing Science, 28(1), pp. 138-149.[5] Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, pp.7-27.[6] Crosby, Lawrence A, Kenneth R. Evans, and Deborah Cowles (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective," Journal of Marketing, 54 (July), pp.68-81.[7] Day, G.S. (1984). Strategic market planning: The pursuit of competitive directions in theory and practice,Sage Publications, pp.21-71.[8] Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, Chicago: Jan Vol. 56, Iss. 1, pp.6-22[9] Fornell, C. and Wernerfelt (1987), “Defensive Marketing Strategy by CustomerManagement: A Theoretical Analysis," Journal of Marketing Research, Vol.24, pp.337-346.[10] Fornell, C., Johnson M. D., Anderson, E. W., Jaesung, C., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, & findings. Journal of Marketing, Vol. 60 (October), pp.7-18[11] Gabbott, Mark and Hogg, Gillian, (1998), Consumers and Services,John Wiley & SonsLtd, England.[12] Hlobrook, M. B., & Hirschman, E. C. (1982). The experiential aspectsof consumption: consumer fantasies, feeling, and fun. Journal ofConsumer Research, 9, pp.132-140.[13] Holbrook, M. B. (1994). The nature of customer value: an axiologyof services in the consumption experience. In Rust, R. T., & Oliver,R. L (ed), Service Quality: New Directions in Theory and Practice,pp.21-71. Sage Publications.[14] Holbrook, M. B. (2000). The Millennial Consumer in the Texts of OurTimes: Experience and Entertainment. Joumal Of Macromarketing,20( 2 ), pp.178-192.[15] Howard, J.A. & Sheth, J. N. (1969). The Theory of Buyer Behavior,New York:John Wiley & Sons, Inc.[16] Kotler, P.(1992),"Marketing`s New Paradigm: What`s ReallyHappening Out There," Planning Review, Vol.20, pp.51-52.[17] Kotler, P. (1996), Marketing Management: Analysis,Planning, Implementation and Control, Englewood Cliffs, N.J: Drentice-Hall Inc.[18] Lovelock, Christopher H., 1983, “Classifying Services to GainStrategic MarketingInsights", Journal of Marketing, 47, pp.9-20,Summer.[19] Mathwick, C., Malhotra, N., & Rigdon E. (2001). Experientialvalue:conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, pp.39-56.[20] Mathwick, C., Malhotra, N., & Rigdon E. (2001). Experiential value:conceptualization, measurement and application in the catalog andinternet shopping environment. Journal of Retailing, 77, pp.39-56.[21] Oliver, R. L. (1980). A cognitive Model of the antecedents andconsequences of satisfaction decision. Journal of Marketing Vol. 17,pp.460-469[22] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing,63, Special Issue, pp.33-44.[23] Oliver, Richard., (1999). Value as excellence in the consumptionexperience. pp.43-62. London and New York: Routledge.[24] PineII,B. J. & Gilmore, J. H. (1998). Welcome To ExperienceEconomy.Harvard Business Review, July-August, pp.97-105.[25] Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “Aconceptualmodel of saervice quality and its implications for futureresearch",Journal of Marketing, 49 (Fall), pp.41-50.[26] Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L.(1994),“Reassessment of expectations as a comparison standard in measuringservice quality: Implications for further research," Journal ofMarketing, Chicago: Jan 1994. Vol. 58, Iss. 1; pp. 111-124.[27] Schmitt, B. (1999). Experiential marketing. Journal of marketingmanagement, 15(1-3), pp. 53-67.[28] Schmitt, Bernd (1999), “Experiential Marketing: How to GetCustomers to Sense, Feel, Think, Act, Relate to Your Company and Brands,＂ Simon & Schuster, Inc.[29] Solomon, Michael R., Carol Surprenant, John A. Czepiel and EvelynG. Gutman, (1985),“A Role Theory Perspective on Dyadic Interactions: The Service Encounter," Journal of Marketing, 51 (April), pp. 73-80.[30] Zarem, Jane E. (2000) “Experience marketing," Folio: TheMagazine for Magazine Management, Stamford, Vol. 1, Fall, pp. 28-32 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
1053630952資料來源 http://thesis.lib.nccu.edu.tw/record/#G1053630952 資料類型 thesis dc.contributor.advisor 別蓮蒂 zh_TW dc.contributor.advisor Bei, Lien-Ti en_US dc.contributor.author (Authors) 莊涴婷 zh_TW dc.contributor.author (Authors) Chung, Wo-Ting en_US dc.creator (作者) 莊涴婷 zh_TW dc.creator (作者) Chung, Wo-Ting en_US dc.date (日期) 2018 en_US dc.date.accessioned 1-Oct-2018 12:22:35 (UTC+8) - dc.date.available 1-Oct-2018 12:22:35 (UTC+8) - dc.date.issued (上傳時間) 1-Oct-2018 12:22:35 (UTC+8) - dc.identifier (Other Identifiers) G1053630952 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/120329 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 1053630952 zh_TW dc.description.abstract (摘要) 在虛擬實境快速發展的時代，也發展出虛擬實境線下體驗店之遊樂場域，而在許多娛樂選擇中，虛擬實境體驗要如何以較高的消費單價獲得消費者的青睞，而消費者又是體認到何種體驗價值進而選擇購買或是展現正向的的行為意向，即促成本研究以「體驗價值」為研究主題本研究以宏達電子（HTC）之虛擬實境現下遊樂場域VIVELAND之消費者為探討對象，問卷調查253位消費者，利用迴歸分析說明其體驗模組與體驗價值、行為意向及購買意圖間之關係及相互影響的作用，希望能透過實證，驗證其中之關聯模式。本研究獲得結論如下：一、 體驗模組之感官體驗、情感體驗以及行動體驗對於體驗價值有正向且顯著關係，其中以行動體驗對美感價值之影響最大二、 體驗價值對顧客滿意具有正向且顯著關係，其中以美感價值影響最大三、 體驗價值對推薦意願及再購意願具有正向且顯著關係，其中以美感價值對推薦意願影響最大，而趣味性價值對再購意願影響最大四、 顧客滿意對推薦意願及再購意願亦有正向顯著關係五、 體驗價值於體驗模組與行為意向間具有完全顯著之中介效果，體驗價值於體驗模組及顧客滿意間具有部分顯著之中介效果，顧客滿意於體驗價值與行為意向間具有部分顯著之中介效果 zh_TW dc.description.abstract (摘要) In the rapid development of virtual reality, it develop a VR arcade which provide people VR experience for entertainment. Among many entertaining choice, how can virtual reality experience earning people’s preference in higher price. What kind of experience to make customer purchace or act positive behavior intention.This subject of study was “experience value” in HTC VIVELAND. 253 customers surveyed by questionnaire. Using regression analysis to analyze the relationship among the Strategic Experiential Models, experiential value, customersatisfaction and behavior intention.The results showed that:(1) The Strategic Experiential Models“Sense”, “Feel” and “Act”, all resulted positive effect to experiential value, further highest effect of affect to Aesthetics was Act.(2) The three dimension of experiential value resulted direct and positive effect to customer satisfaction as well, the Aesthetics has highest value of affect.(3) The three dimension of experiential value resulted direct and positive effect to behavior intention as well, the Aesthetics and Playfulness has highest value of affect.(4) The customer satisfaction resulted direct and positive effect to behavior intention as well.(5)The experiential value has the full different impacts on the Strategic Experiential Models and behavior intention. The experiential value has the partially different impacts on the Strategic Experiential Models and customer satisfaction. The customer satisfaction has the partially different impacts on the experiential value and behavior intention. en_US dc.description.tableofcontents 第壹章 緒論 1第一節 研究背景與研究動機 1第二節 研究目的 2第三節 研究標的公司 3第貳章 文獻探討 7第一節 體驗與體驗行銷 7第二節 體驗價值 12第三節 顧客滿意與行為意向 16第參章質性研究初探 21第一節研究方法 21第二節 觀察與訪談研究結果 24第三節 訪談結果歸納 36第肆章 量化研究 37第一節 變數定義與衡量 37第二節 研究對象與抽樣方法 41第三節 量化研究結果 42第五章 結論與建議 64第一節 研究結論 64第二節 研究貢獻與建議 67第三節 研究限制與未來研究方向 67 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1053630952 en_US dc.subject (關鍵詞) 體驗模組 zh_TW dc.subject (關鍵詞) 體驗價值 zh_TW dc.subject (關鍵詞) 消費者行為意向 zh_TW dc.subject (關鍵詞) 購買意圖 zh_TW dc.subject (關鍵詞) The strategic experiential models en_US dc.subject (關鍵詞) Experiential value en_US dc.subject (關鍵詞) Customer satisfaction en_US dc.subject (關鍵詞) Behavior intention en_US dc.title (題名) 體驗型商品之顧客購買意圖：以HTC VIVELAND為例 zh_TW dc.title (題名) Exploring the Influence of Purchasing Intention of Experiential Product：A Case of HTC VIVELAND en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文[1] Eric Arnould, Linda Price & George Zinkhan. (2003)。 消費者行為(陳智凱)。台北: 經濟社。(英文版 1999)[2] Pine, B. J., & J. H. Gilmore. (2003)。體驗經濟時代(夏業良、魯煒譯)。台北:新潮美商麥格羅.希爾。(英文版 2002)。[3] Schmitt, B. H. (2000) 。體驗行銷(王育英、梁曉鶯譯)。台北:經典。(英文版 1999)[4] Shaun Smith & Andy Milligan (2003)。不平凡的做法─體驗行銷新範例(郭菀玲譯)。台北:哈佛企管。(英文版 2002)[5] 周昕緯（民100年），體驗行銷對不同程度消費幻想者的影響，國立政治大學企業管理學系碩士論文。[6] 曾靉（民106年8月28日）。別再錯過！VR線下店為什麼會是台灣產業的下個機會？【數位時代專題文章】。取https://www.bnext.com.tw/article/45930/why-vr-arcade-would-be-the-next-big-thing-for-taiwan[7] 鄒文恩（民94年），體驗行銷、體驗價值、顧客滿意與行為意向關係之研究－以華納威秀為例，朝陽科技大學企業管理系碩士論文。英文[1] Anderson, C.H.(1986),"Hierarchical Moderated Regression Analysis:A Useful Tool for Retail Management Decisions," Journal of Retailing,Vol.62,No2.,pp.186-195.[2] Bitner, Mary Jo., Bernard H. Booms and Mary Stanfield Tetreault (1990), “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, 54(January),pp.71-84.[3] Bitner, Mary Jo, Amy R. Hubbert, and Valarie A. Zeithaml (1997), “Customer Contributions and Roles in Service Delivery," International Journal of Service, vol.8, No.3., pp.193-205.[4] Bitner, Mary Jo., Stephen W. Brown and Matthew L. Meuter (2000),“Technology Infusion in Service Encounters," Journal of Marketing Science, 28(1), pp. 138-149.[5] Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, pp.7-27.[6] Crosby, Lawrence A, Kenneth R. Evans, and Deborah Cowles (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective," Journal of Marketing, 54 (July), pp.68-81.[7] Day, G.S. (1984). Strategic market planning: The pursuit of competitive directions in theory and practice,Sage Publications, pp.21-71.[8] Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, Chicago: Jan Vol. 56, Iss. 1, pp.6-22[9] Fornell, C. and Wernerfelt (1987), “Defensive Marketing Strategy by CustomerManagement: A Theoretical Analysis," Journal of Marketing Research, Vol.24, pp.337-346.[10] Fornell, C., Johnson M. D., Anderson, E. W., Jaesung, C., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, & findings. Journal of Marketing, Vol. 60 (October), pp.7-18[11] Gabbott, Mark and Hogg, Gillian, (1998), Consumers and Services,John Wiley & SonsLtd, England.[12] Hlobrook, M. B., & Hirschman, E. C. (1982). The experiential aspectsof consumption: consumer fantasies, feeling, and fun. Journal ofConsumer Research, 9, pp.132-140.[13] Holbrook, M. B. (1994). The nature of customer value: an axiologyof services in the consumption experience. In Rust, R. T., & Oliver,R. L (ed), Service Quality: New Directions in Theory and Practice,pp.21-71. Sage Publications.[14] Holbrook, M. B. (2000). The Millennial Consumer in the Texts of OurTimes: Experience and Entertainment. Joumal Of Macromarketing,20( 2 ), pp.178-192.[15] Howard, J.A. & Sheth, J. N. (1969). The Theory of Buyer Behavior,New York:John Wiley & Sons, Inc.[16] Kotler, P.(1992),"Marketing`s New Paradigm: What`s ReallyHappening Out There," Planning Review, Vol.20, pp.51-52.[17] Kotler, P. (1996), Marketing Management: Analysis,Planning, Implementation and Control, Englewood Cliffs, N.J: Drentice-Hall Inc.[18] Lovelock, Christopher H., 1983, “Classifying Services to GainStrategic MarketingInsights", Journal of Marketing, 47, pp.9-20,Summer.[19] Mathwick, C., Malhotra, N., & Rigdon E. (2001). Experientialvalue:conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77, pp.39-56.[20] Mathwick, C., Malhotra, N., & Rigdon E. (2001). Experiential value:conceptualization, measurement and application in the catalog andinternet shopping environment. Journal of Retailing, 77, pp.39-56.[21] Oliver, R. L. (1980). A cognitive Model of the antecedents andconsequences of satisfaction decision. Journal of Marketing Vol. 17,pp.460-469[22] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing,63, Special Issue, pp.33-44.[23] Oliver, Richard., (1999). Value as excellence in the consumptionexperience. pp.43-62. London and New York: Routledge.[24] PineII,B. J. & Gilmore, J. H. (1998). Welcome To ExperienceEconomy.Harvard Business Review, July-August, pp.97-105.[25] Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “Aconceptualmodel of saervice quality and its implications for futureresearch",Journal of Marketing, 49 (Fall), pp.41-50.[26] Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L.(1994),“Reassessment of expectations as a comparison standard in measuringservice quality: Implications for further research," Journal ofMarketing, Chicago: Jan 1994. Vol. 58, Iss. 1; pp. 111-124.[27] Schmitt, B. (1999). Experiential marketing. Journal of marketingmanagement, 15(1-3), pp. 53-67.[28] Schmitt, Bernd (1999), “Experiential Marketing: How to GetCustomers to Sense, Feel, Think, Act, Relate to Your Company and Brands,＂ Simon & Schuster, Inc.[29] Solomon, Michael R., Carol Surprenant, John A. Czepiel and EvelynG. Gutman, (1985),“A Role Theory Perspective on Dyadic Interactions: The Service Encounter," Journal of Marketing, 51 (April), pp. 73-80.[30] Zarem, Jane E. (2000) “Experience marketing," Folio: TheMagazine for Magazine Management, Stamford, Vol. 1, Fall, pp. 28-32 zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.077.2018.F08 en_US
