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題名 研究虛擬實境對品牌推廣是否為有效的行銷工具 - 以故宮博物院為例
Is virtual reality an effective brand promotion tool? Using National Palace Museum as an example作者 邵家怡
Shao, Chia-Yi貢獻者 張欣綠
Chang, Hsin-Lu
邵家怡
Shao, Chia-Yi關鍵詞 虛擬實境
虛擬實境體驗
博物館
依附-規避模型
品牌忠誠度
品牌-顧客關係
Virtual reality
Virtual reality experience
Museum
Attachment- aversion model
Brand loyalty
Brand-customer relationship日期 2019 上傳時間 5-九月-2019 15:43:54 (UTC+8) 摘要 Virtual Reality (VR) is currently considered as a promising emerging information technology (IT) for businesses as it offers a new opportunity for brand marketing. As a result, a growing number of enterprises are applying VR to their brand development, and museums such as the National Palace Museum (NPM) are no exception. This study collaborates with the NPM in order to investigate whether VR is an effective communication medium for their brand.We apply the attachment-aversion (AA) model to determine the type of stimulus provided by NPM`s VR products for the building of the AA relationship, and the effect of these products on NPM’s brand loyalty. Furthermore, we compare the VR effects across two types of relics (painting and calligraphy) and subsequently create four empirical models. Model 0 does not consider the difference in relics, while Model 1 focuses on paintings, and Model 2 focuses on calligraphies. Results confirm that VR experiences are related to brand assets, yet only enriching and enticing will lead to brand loyalty. Moreover, differences are observed in the brand asset performance of the three models, depending on the features of the VR installations.Based on the analysis, we propose a strategy for the improvement of NPM’s current VR exhibition. The results of the study can be used as a reference when designing the new VR exhibition based on different relics. 參考文獻 Bahrin, S. A. N. K., Mahdzar, M., Hamid, Z. A., & Ghani, A. A. (2017). Museum visitors’ experiential factors and recommendation intention. Journal of Tourism, Hospitality & Culinary Arts (Vol. 9).Brakus, J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.Butcher, L., Phau, I., & Teah, M. (2016). Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status? Journal of Brand Management, 23(6), 701–715.Mattsson, J., & Barnes, S. (2011). Segmenting Brand Value Perceptions of Consumers in Virtual Worlds: An Empirical Analysis using the FIMIX Method. International Journal of Online Marketing, 1(1), 1-11.Choi, Y. K., & Taylor, C. R. (2014). How do 3-dimensional images promote products on the Internet?. Journal of Business Research, 67, 2164-2170.Chin, W.W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates.De Gauquier, L., Brengman, M., Willems, K., & Van Kerrebroeck, H. (2018). Leveraging advertising to a higher dimension: experimental research on the impact of virtual reality on brand personality impressions. Virtual Reality, 1–19.Dobrowolski, P., Pochwatko, G., Skorko, M., & Bielecki, M. (2014). The Effects of Virtual Experience on Attitudes Toward Real Brands. Cyberpsychology, Behavior, and Social Networking.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.Gabisch JA, Gwebu KL. (2011). Impact of virtual brand experience on purchaseintentions: the role of multichannel congruence. Journal of Electronic Commerce Research 12(4): 302–319.Giles, D. C., & Maltby, J. (2004). The role of media figures in adolescent development: Relations between autonomy, attachment, and interest in celebrities. Personality and Individual Differences, 36(4), 813-822.Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16(1), 5.Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited.Hu, R., Wu, Y. Y., & Shieh, C. J. (2016). Effects of virtual reality integrated creative thinking instruction on students’ creative thinking abilities. Eurasia Journal of Mathematics, Science and Technology Education.Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic management journal, 20(2), 195-204.Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2015). Exploring the implications of virtual reality technology in tourism marketing: an integrated research framework. International Journal of Tourism Research, 18(2), 116-128.Hoch, S. J. (2002). Product Experience Is Seductive. Journal of Consumer Research. https://doi.org/10.1086/344422Jaekel, B. (n.d.). Toms drives home the impact of its donations through VR. Retrieved From https://www.mobilemarketer.com/ex/mobilemarketer/cms/news/video/22802.htmlHair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.Joy, A., & Sherry, Jr., J. F. (2003). Speaking of Art as Embodied Imagination: AMultisensory Approach to Understanding Aesthetic Experience. Journal of Consumer Research.Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum BT - Information and Communication Technologies in Tourism 2016. In A. Inversini & R. Schegg (Eds.) (pp. 621–635). Cham: Springer International Publishing.Jung, T., tom Dieck, M. C., Rauschnabel, P., Ascenção, M., Tuominen, P., & Moilanen, T. (2018). Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage BT - Augmented Reality and Virtual Reality: Empowering Human, Place and Business. In T. Jung & M. C. tom Dieck (Eds.) (pp. 247–258). Cham: Springer International Publishing.Johnson, A. R., Matear, M., & Thomson, M. (2011). A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions. Source: Journal of Consumer Research, 38(1), 108–125. https://doi.org/10.1086/657924Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why Narrative Ads Work: An Integrated Process Explanation. Journal of Advertising, 46(2), 283–296.Kim, H.-W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective.Kull, A. J., & Heath, T. B. (2016). You decide, we donate: Strengthening consumer-brand relationships through digitally co-created social responsibility. International Journal of Research in Marketing.Kashdan, T.B.; Rose, P.; and Fincham, F.D. Curiosity and exploration: Facilitating positive subjective experiences and personal growth opportunities. Journal of Personality Assessment, 82, 3 (2004), 291–305.Loureiro, S. M. C. (2019). Exploring the role of atmospheric cues and authentic pride on perceived authenticity assessment of museum visitors. International Journal of Tourism Research.Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. https://doi.org/10.1016/j.chb.2015.01.013Li, B. (2018) The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum. American Journal of Industrial and Business Management, 8, 563-578.Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management. https://doi.org/10.1108/10610420010356966Mattsson, J., & Barnes, S. (2011). Segmenting Brand Value Perceptions of Consumers in Virtual Worlds. International Journal of Online Marketing, 1(1), 1–11.MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of ConsumerPsychology.Mantovani, D., de Andrade, L. M., & Negrão, A. (2017). How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156–163.Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63, pp. 33-44.Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (AA)model of customer-brand relationships. Journal of Consumer Psychology. https://doi.org/10.1016/j.jcps.2013.01.002Park, C. W., Macinnis, D. J., & Priester, J. R. (2006). Beyond Attitudes: Attachment and Consumer Behavior. Seoul National Journal.Rupp, M. A., Kozachuk, J., Michaelis, J. R., Odette, K. L., Smither, J. A., & McConnell, D. S. (2016). The effects of immersiveness and future VR expectations on subjec-tive-experiences during an educational 360° video. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 60(1), 2108–2112.Rynarzewska, A. I. (2018). Virtual reality: a new channel in sport consumption. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-02-2018-0028Steve Takle. (2017). Adidas Launches Delicatessen VR Experience | The Virtual Report.biz | TVRbiz. Retrieved November 19, 2018, from https://www.thevirtualreport.biz/news/64771/adidas-launches-delicatessen-vr-experience/Schmitt, B. (2013). The consumer psychology of customer-brand relationships: Extending the AA Relationship model. Journal of Consumer Psychology. https://doi.org/10.1016/j.jcps.2013.01.003Trentini, B. (2015). Immersion as an embodied cognition shift: aesthetic experience and spatial situated cognition. Cognitive Processing, 16(1), 413–416.Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140–154.Vanissa, W., Ashok, R., & Calin, G. (2017). Digital Interactions and Brand Experience Design: a future perspective. https://doi.org/10.21606/dma.2017.129VOLVO XC60 360° VR Experience - ADLIPS Productions. (n.d.). Retrieved November 19, 2018, from https://www.adlips-productions.com/portfolio/items/volvo-xc60-360-vr-experience/Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017a). Escaping the crowd: an experimental study on the impact of a Virtual Reality experience in a shopping mall. Computers in Human Behavior, 77, 437-450.Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017b). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.Wei, W., Qi, R., & Zhang, L. (2019). Effects of virtual reality on theme park visitors’ experience and behaviors: A presence perspective. Tourism Management. https://doi.org/10.1016/j.tourman.2018.10.024Williams, R. (2018). Cathay Pacific`s 360-degree ads outperform all prior campaigns. Retrieved from https://www.mobilemarketer.com/news/cathay-pacifics-360-degree-ads-outperform-all-prior-campaigns/520440/Yen, C. H., Chen, C. Y., Cheng, J. C., & Teng, H. Y. (2018). Brand Attachment, Tour Leader Attachment, and Behavioral Intentions of Tourists. Journal of Hospitality and Tourism Research.Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.Yi, C., Jiang, Z. (Jack), & Benbasat, I. (2015). Enticing and Engaging Consumers via Online Product Presentations: The Effects of Restricted Interaction Design. Journal of Management Information Systems, 31(4), 213–242.Zion Market Research. (2018). Global Virtual Reality (VR) Market Worth USD 26.89 Billion by 2022. Retrieved November 19, 2018, from https://www.zionmarketresearch.com/news/virtual-reality-marketZarantonello, L. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour, 17, 532–540. https://doi.org/10.1057/bm.2010.4 描述 碩士
國立政治大學
資訊管理學系
106356009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106356009 資料類型 thesis dc.contributor.advisor 張欣綠 zh_TW dc.contributor.advisor Chang, Hsin-Lu en_US dc.contributor.author (作者) 邵家怡 zh_TW dc.contributor.author (作者) Shao, Chia-Yi en_US dc.creator (作者) 邵家怡 zh_TW dc.creator (作者) Shao, Chia-Yi en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-九月-2019 15:43:54 (UTC+8) - dc.date.available 5-九月-2019 15:43:54 (UTC+8) - dc.date.issued (上傳時間) 5-九月-2019 15:43:54 (UTC+8) - dc.identifier (其他 識別碼) G0106356009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125525 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 106356009 zh_TW dc.description.abstract (摘要) Virtual Reality (VR) is currently considered as a promising emerging information technology (IT) for businesses as it offers a new opportunity for brand marketing. As a result, a growing number of enterprises are applying VR to their brand development, and museums such as the National Palace Museum (NPM) are no exception. This study collaborates with the NPM in order to investigate whether VR is an effective communication medium for their brand.We apply the attachment-aversion (AA) model to determine the type of stimulus provided by NPM`s VR products for the building of the AA relationship, and the effect of these products on NPM’s brand loyalty. Furthermore, we compare the VR effects across two types of relics (painting and calligraphy) and subsequently create four empirical models. Model 0 does not consider the difference in relics, while Model 1 focuses on paintings, and Model 2 focuses on calligraphies. Results confirm that VR experiences are related to brand assets, yet only enriching and enticing will lead to brand loyalty. Moreover, differences are observed in the brand asset performance of the three models, depending on the features of the VR installations.Based on the analysis, we propose a strategy for the improvement of NPM’s current VR exhibition. The results of the study can be used as a reference when designing the new VR exhibition based on different relics. en_US dc.description.tableofcontents CHAPTER 1: INTRODUCTION 1CHAPTER 2: LITERATURE REVIEW 42.1 VR in Brand Marketing 42.2 VR Experiences 52.3 The Attachment-Aversion (AA) Model 7CHAPTER 3: RESEARCH FRAMEWORK 103.1 VR Experiences and Self-Relevant Brand Assets 103.2 Brand Assets and Attachment-Aversion Relationship 123.3 Attachment-Aversion Relationship and Behavioral Responses 14CHAPTER 4: METHODOLOGY 154.1 NPM’s VR Exhibition 154.2 Sample and Data Collection 164.3 Measurement 18CHAPTER 5: MODEL ANALYSIS AND RESULTS 215.1 Measurement Model Analysis 215.2 Structural Model Analysis 27CHAPTER 6: DISCUSSION 326.1 VR Experiences to Brand Assets 326.2 Brand Assets to AA Relationships 336.3 AA Relationships to Brand Loyalty 346.4 Findings 37CHAPTER 7: CONCLUSION 407.1 The summary of research 407.2 Limitations and Future Research 41Reference 43Appendix A 49 zh_TW dc.format.extent 3011697 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106356009 en_US dc.subject (關鍵詞) 虛擬實境 zh_TW dc.subject (關鍵詞) 虛擬實境體驗 zh_TW dc.subject (關鍵詞) 博物館 zh_TW dc.subject (關鍵詞) 依附-規避模型 zh_TW dc.subject (關鍵詞) 品牌忠誠度 zh_TW dc.subject (關鍵詞) 品牌-顧客關係 zh_TW dc.subject (關鍵詞) Virtual reality en_US dc.subject (關鍵詞) Virtual reality experience en_US dc.subject (關鍵詞) Museum en_US dc.subject (關鍵詞) Attachment- aversion model en_US dc.subject (關鍵詞) Brand loyalty en_US dc.subject (關鍵詞) Brand-customer relationship en_US dc.title (題名) 研究虛擬實境對品牌推廣是否為有效的行銷工具 - 以故宮博物院為例 zh_TW dc.title (題名) Is virtual reality an effective brand promotion tool? Using National Palace Museum as an example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Bahrin, S. A. N. K., Mahdzar, M., Hamid, Z. A., & Ghani, A. A. (2017). Museum visitors’ experiential factors and recommendation intention. Journal of Tourism, Hospitality & Culinary Arts (Vol. 9).Brakus, J., Schmitt, B. H., Zarantonello, L., & Simon, W. E. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73, 1547–7185.Butcher, L., Phau, I., & Teah, M. (2016). Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status? Journal of Brand Management, 23(6), 701–715.Mattsson, J., & Barnes, S. (2011). Segmenting Brand Value Perceptions of Consumers in Virtual Worlds: An Empirical Analysis using the FIMIX Method. International Journal of Online Marketing, 1(1), 1-11.Choi, Y. K., & Taylor, C. R. (2014). How do 3-dimensional images promote products on the Internet?. Journal of Business Research, 67, 2164-2170.Chin, W.W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates.De Gauquier, L., Brengman, M., Willems, K., & Van Kerrebroeck, H. (2018). Leveraging advertising to a higher dimension: experimental research on the impact of virtual reality on brand personality impressions. Virtual Reality, 1–19.Dobrowolski, P., Pochwatko, G., Skorko, M., & Bielecki, M. (2014). The Effects of Virtual Experience on Attitudes Toward Real Brands. Cyberpsychology, Behavior, and Social Networking.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.Gabisch JA, Gwebu KL. (2011). Impact of virtual brand experience on purchaseintentions: the role of multichannel congruence. Journal of Electronic Commerce Research 12(4): 302–319.Giles, D. C., & Maltby, J. (2004). The role of media figures in adolescent development: Relations between autonomy, attachment, and interest in celebrities. Personality and Individual Differences, 36(4), 813-822.Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16(1), 5.Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited.Hu, R., Wu, Y. Y., & Shieh, C. J. (2016). Effects of virtual reality integrated creative thinking instruction on students’ creative thinking abilities. Eurasia Journal of Mathematics, Science and Technology Education.Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic management journal, 20(2), 195-204.Huang, Y. C., Backman, K. F., Backman, S. J., & Chang, L. L. (2015). Exploring the implications of virtual reality technology in tourism marketing: an integrated research framework. International Journal of Tourism Research, 18(2), 116-128.Hoch, S. J. (2002). Product Experience Is Seductive. Journal of Consumer Research. https://doi.org/10.1086/344422Jaekel, B. (n.d.). Toms drives home the impact of its donations through VR. Retrieved From https://www.mobilemarketer.com/ex/mobilemarketer/cms/news/video/22802.htmlHair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.Joy, A., & Sherry, Jr., J. F. (2003). Speaking of Art as Embodied Imagination: AMultisensory Approach to Understanding Aesthetic Experience. Journal of Consumer Research.Jung, T., tom Dieck, M. C., Lee, H., & Chung, N. (2016). Effects of Virtual Reality and Augmented Reality on Visitor Experiences in Museum BT - Information and Communication Technologies in Tourism 2016. In A. Inversini & R. Schegg (Eds.) (pp. 621–635). Cham: Springer International Publishing.Jung, T., tom Dieck, M. C., Rauschnabel, P., Ascenção, M., Tuominen, P., & Moilanen, T. (2018). Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage BT - Augmented Reality and Virtual Reality: Empowering Human, Place and Business. In T. Jung & M. C. tom Dieck (Eds.) (pp. 247–258). Cham: Springer International Publishing.Johnson, A. R., Matear, M., & Thomson, M. (2011). A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions. Source: Journal of Consumer Research, 38(1), 108–125. https://doi.org/10.1086/657924Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why Narrative Ads Work: An Integrated Process Explanation. Journal of Advertising, 46(2), 283–296.Kim, H.-W., Gupta, S., & Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective.Kull, A. J., & Heath, T. B. (2016). You decide, we donate: Strengthening consumer-brand relationships through digitally co-created social responsibility. International Journal of Research in Marketing.Kashdan, T.B.; Rose, P.; and Fincham, F.D. Curiosity and exploration: Facilitating positive subjective experiences and personal growth opportunities. Journal of Personality Assessment, 82, 3 (2004), 291–305.Loureiro, S. M. C. (2019). Exploring the role of atmospheric cues and authentic pride on perceived authenticity assessment of museum visitors. International Journal of Tourism Research.Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. https://doi.org/10.1016/j.chb.2015.01.013Li, B. (2018) The Influence of Brand Experience on People’s Revisit and Purchase Intention in the Context of China’s Museum. American Journal of Industrial and Business Management, 8, 563-578.Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management. https://doi.org/10.1108/10610420010356966Mattsson, J., & Barnes, S. (2011). Segmenting Brand Value Perceptions of Consumers in Virtual Worlds. International Journal of Online Marketing, 1(1), 1–11.MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of ConsumerPsychology.Mantovani, D., de Andrade, L. M., & Negrão, A. (2017). How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156–163.Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63, pp. 33-44.Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment-aversion (AA)model of customer-brand relationships. Journal of Consumer Psychology. https://doi.org/10.1016/j.jcps.2013.01.002Park, C. W., Macinnis, D. J., & Priester, J. R. (2006). Beyond Attitudes: Attachment and Consumer Behavior. Seoul National Journal.Rupp, M. A., Kozachuk, J., Michaelis, J. R., Odette, K. L., Smither, J. A., & McConnell, D. S. (2016). The effects of immersiveness and future VR expectations on subjec-tive-experiences during an educational 360° video. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 60(1), 2108–2112.Rynarzewska, A. I. (2018). Virtual reality: a new channel in sport consumption. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-02-2018-0028Steve Takle. (2017). Adidas Launches Delicatessen VR Experience | The Virtual Report.biz | TVRbiz. Retrieved November 19, 2018, from https://www.thevirtualreport.biz/news/64771/adidas-launches-delicatessen-vr-experience/Schmitt, B. (2013). The consumer psychology of customer-brand relationships: Extending the AA Relationship model. Journal of Consumer Psychology. https://doi.org/10.1016/j.jcps.2013.01.003Trentini, B. (2015). Immersion as an embodied cognition shift: aesthetic experience and spatial situated cognition. Cognitive Processing, 16(1), 413–416.Tussyadiah, I. P., Wang, D., Jung, T. H., & tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism Management, 66, 140–154.Vanissa, W., Ashok, R., & Calin, G. (2017). Digital Interactions and Brand Experience Design: a future perspective. https://doi.org/10.21606/dma.2017.129VOLVO XC60 360° VR Experience - ADLIPS Productions. (n.d.). Retrieved November 19, 2018, from https://www.adlips-productions.com/portfolio/items/volvo-xc60-360-vr-experience/Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017a). Escaping the crowd: an experimental study on the impact of a Virtual Reality experience in a shopping mall. Computers in Human Behavior, 77, 437-450.Van Kerrebroeck, H., Brengman, M., & Willems, K. (2017b). When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications. Virtual Reality, 21(4), 177-191.Wei, W., Qi, R., & Zhang, L. (2019). Effects of virtual reality on theme park visitors’ experience and behaviors: A presence perspective. Tourism Management. https://doi.org/10.1016/j.tourman.2018.10.024Williams, R. (2018). Cathay Pacific`s 360-degree ads outperform all prior campaigns. Retrieved from https://www.mobilemarketer.com/news/cathay-pacifics-360-degree-ads-outperform-all-prior-campaigns/520440/Yen, C. H., Chen, C. Y., Cheng, J. C., & Teng, H. Y. (2018). Brand Attachment, Tour Leader Attachment, and Behavioral Intentions of Tourists. Journal of Hospitality and Tourism Research.Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52 No. 1, pp. 1-14.Yi, C., Jiang, Z. (Jack), & Benbasat, I. (2015). Enticing and Engaging Consumers via Online Product Presentations: The Effects of Restricted Interaction Design. Journal of Management Information Systems, 31(4), 213–242.Zion Market Research. (2018). Global Virtual Reality (VR) Market Worth USD 26.89 Billion by 2022. Retrieved November 19, 2018, from https://www.zionmarketresearch.com/news/virtual-reality-marketZarantonello, L. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour, 17, 532–540. https://doi.org/10.1057/bm.2010.4 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900816 en_US
