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題名 情緒價值：以情感作為顧客體驗與價值創造的紐帶
Emotional Value: Emotion as a Connection of Customer Experience and Value Creation作者 陳雨凡
Chen, Yu-Fan貢獻者 蕭瑞麟
Hsiao, Ruey-Lin
陳雨凡
Chen, Yu-Fan關鍵詞 顧客體驗
服務設計
情緒價值
感受樣貌
情緒評價
customer experience
service design
emotional value
sentiment
emotion appraisal日期 2023 上傳時間 1-Sep-2023 14:49:54 (UTC+8) 摘要 服務創新最後的目的是要提供愉悅的顧客體驗。然而，企業多數卻追求流程效率以及功能等理性層面的因素，而忽略感性層面的影響。如果要從感性層面著手去提升顧客體驗，需要考量如何將情緒注入服務旅程中，關注接觸點如何造成顧客的喜怒哀樂，因而為公司創造價值。情緒價值也就成為目前研究的焦點，目的在於分析顧客情緒如何會為企業創造價值。目前研究比較少考量到的是情緒反應，瞭解情緒的波動會產生哪些感受，進而分析顧客如何透過這些感受而產生評價，評估現行服務所帶給他們的體驗。本文分析選品店的購物體驗，探討目標客群在旅程中產生怎樣的體驗，並且分析情緒如何影響顧客體驗的品質。理論上，本研究點出情緒評價的運作過程，闡釋情緒所造成顧客的多樣感受，正面感受例如幸福感與認同感，負面感受例如挫折感以及失落感。瞭解這些感受，也就能夠幫助提供者更細緻地規劃服務設計來促成優質的體驗。進一步，這些感受可以解釋情緒評價的過程，點出感受落差形成的原因。感受落差必須顧及體驗的相對性，也就是現行的體驗需對比與過往的經驗。實務上，本研究歸納情緒評價的四種類型：負面感受的聯想、正面感受的落差、負面感受的反差以及正面感受的移情。服務設計如果能夠關注在顧客旅程中不同感受的樣貌，便可以根據這些樣貌來調整服務的內涵以及執行的方法。情緒評價的類型更可以讓我們理解現行的正負面感受是如何來自於過往經驗的呼應，而形成當下體驗的評價。如此，設計者便可以根據過往的經驗，轉化為優質的體驗設計。設計者若能吸取過往經驗，讓歡欣的感受注入服務旅程，便能為體驗造就更為感動的時刻。
Abstract: The ultimate purpose of service innovation is to offer pleasant experience for customers. However, most enterprises strive for rational factors to innovate services, such as process efficiency and functionality, rather than considering the influence from the emotional dimension. To promote customer experience from emotional side, we need to consider how to inject emotion into service journey and pay attention to the redesign of touch points in order to affect customers’ joy and sorrow while creating value for firms. This is why emotional value become the central attention of current research, whereas its purpose is to examine how emotion would generate delightful experience. Current studies explore less on the emotional response to understand how the fluctuation of emotion would lead to positive and negative sentiments. Furthermore, such analyses have not yet explored how customers may appraise their experience through these sentiments. This thesis attempt to examine purchasing experience in the Select Shop journey, so as to understand how emotion may influence the quality of customer experience. Theoretically, this research points out the mechanism of emotion appraisal and elaborate the multiplicity of customer sentiments, including positive sentiment such as sense of well-being and sense of belonging, and negative sentiment such as sense of frustration and sense of disappointment. By understanding these sentiments, we may help providers redesign services meticulously in order to promote pleasant experience. Further, by leveraging these sentiments, designers could explain the process of emotion appraisal and highlight why incongruent sentiments may occur. This gap analysis needs to consider the relativity of experience, which is to compare present experience with that of the past. This research summarizes four types of emotion appraisal: The association of negative sentiment, the discrepancy in relation to positive sentiment, the contrast with regard to negative sentiment, and empathy from positive sentiment. If service designers would attend to the various sentiment patterns within the journey, they could then adjust the content and execution of service accordingly to tailor customers’ needs. The archetypes of emotion appraisal may help us understand how sentiments, whether positive or negative, stem from the resonance of previous reference while shaping customers’ present experience. On this basis, designers could convert previous experience into the design of present benevolence for customers. 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國立政治大學
科技管理與智慧財產研究所
109364134資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109364134 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey-Lin en_US dc.contributor.author (Authors) 陳雨凡 zh_TW dc.contributor.author (Authors) Chen, Yu-Fan en_US dc.creator (作者) 陳雨凡 zh_TW dc.creator (作者) Chen, Yu-Fan en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-Sep-2023 14:49:54 (UTC+8) - dc.date.available 1-Sep-2023 14:49:54 (UTC+8) - dc.date.issued (上傳時間) 1-Sep-2023 14:49:54 (UTC+8) - dc.identifier (Other Identifiers) G0109364134 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146872 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 109364134 zh_TW dc.description.abstract (摘要) 服務創新最後的目的是要提供愉悅的顧客體驗。然而，企業多數卻追求流程效率以及功能等理性層面的因素，而忽略感性層面的影響。如果要從感性層面著手去提升顧客體驗，需要考量如何將情緒注入服務旅程中，關注接觸點如何造成顧客的喜怒哀樂，因而為公司創造價值。情緒價值也就成為目前研究的焦點，目的在於分析顧客情緒如何會為企業創造價值。目前研究比較少考量到的是情緒反應，瞭解情緒的波動會產生哪些感受，進而分析顧客如何透過這些感受而產生評價，評估現行服務所帶給他們的體驗。本文分析選品店的購物體驗，探討目標客群在旅程中產生怎樣的體驗，並且分析情緒如何影響顧客體驗的品質。理論上，本研究點出情緒評價的運作過程，闡釋情緒所造成顧客的多樣感受，正面感受例如幸福感與認同感，負面感受例如挫折感以及失落感。瞭解這些感受，也就能夠幫助提供者更細緻地規劃服務設計來促成優質的體驗。進一步，這些感受可以解釋情緒評價的過程，點出感受落差形成的原因。感受落差必須顧及體驗的相對性，也就是現行的體驗需對比與過往的經驗。實務上，本研究歸納情緒評價的四種類型：負面感受的聯想、正面感受的落差、負面感受的反差以及正面感受的移情。服務設計如果能夠關注在顧客旅程中不同感受的樣貌，便可以根據這些樣貌來調整服務的內涵以及執行的方法。情緒評價的類型更可以讓我們理解現行的正負面感受是如何來自於過往經驗的呼應，而形成當下體驗的評價。如此，設計者便可以根據過往的經驗，轉化為優質的體驗設計。設計者若能吸取過往經驗，讓歡欣的感受注入服務旅程，便能為體驗造就更為感動的時刻。 zh_TW dc.description.abstract (摘要) Abstract: The ultimate purpose of service innovation is to offer pleasant experience for customers. However, most enterprises strive for rational factors to innovate services, such as process efficiency and functionality, rather than considering the influence from the emotional dimension. To promote customer experience from emotional side, we need to consider how to inject emotion into service journey and pay attention to the redesign of touch points in order to affect customers’ joy and sorrow while creating value for firms. This is why emotional value become the central attention of current research, whereas its purpose is to examine how emotion would generate delightful experience. Current studies explore less on the emotional response to understand how the fluctuation of emotion would lead to positive and negative sentiments. Furthermore, such analyses have not yet explored how customers may appraise their experience through these sentiments. This thesis attempt to examine purchasing experience in the Select Shop journey, so as to understand how emotion may influence the quality of customer experience. Theoretically, this research points out the mechanism of emotion appraisal and elaborate the multiplicity of customer sentiments, including positive sentiment such as sense of well-being and sense of belonging, and negative sentiment such as sense of frustration and sense of disappointment. By understanding these sentiments, we may help providers redesign services meticulously in order to promote pleasant experience. Further, by leveraging these sentiments, designers could explain the process of emotion appraisal and highlight why incongruent sentiments may occur. This gap analysis needs to consider the relativity of experience, which is to compare present experience with that of the past. This research summarizes four types of emotion appraisal: The association of negative sentiment, the discrepancy in relation to positive sentiment, the contrast with regard to negative sentiment, and empathy from positive sentiment. If service designers would attend to the various sentiment patterns within the journey, they could then adjust the content and execution of service accordingly to tailor customers’ needs. The archetypes of emotion appraisal may help us understand how sentiments, whether positive or negative, stem from the resonance of previous reference while shaping customers’ present experience. On this basis, designers could convert previous experience into the design of present benevolence for customers. If designers could learn about customer’s preceding experience, they could then introduce joyful sentiments into service journey and thereby transforming emotional grievance into impressive experience. en_US dc.description.tableofcontents 目錄聲明頁 I中文摘要 II英文摘要 IV圖目錄 XI表目錄 XI壹、緒論 1第一節 研究動機 1一、實務動機 2（一）群眾的抱怨深具影響力 2（二）品牌文化敏感度引發顧客情緒價值 3（三）顧客情緒成就體驗好感度 4二、理論動機 6（一）情緒如何影響價值創造 6（二）顧客擁有不同情緒敏感度 7（三）顧客成就情緒價值多樣性 8第二節 研究目的 9一、探索旅程中的情緒問題 9二、分析不同類型的情緒反應 11三、調查情緒所創造的價值 12第三節 預期效益 15一、章節佈局 15二、學術貢獻 17三、實務啟發 21貳、文獻回顧 25第一節 定義顧客體驗與情緒價值 25第二節 理性觀點：旅程的價值 28第三節 感性觀點：情緒的價值 31第四節 理論缺口─情緒評價觀點 37一、情緒的感受內涵 37二、感受的相對性 38三、情緒的評價 39參、研究方法 42第一節 案例選擇 42一、時尚的情緒性實務 42二、旅程中的關鍵時刻 43三、體驗產生的價值 44第二節 分析架構 46一、分析架構的發展 46二、分析步驟的說明 49第三節 資料蒐集 50一、第一階段資料搜集 52二、第二階段資料搜集 53三、第三階段資料搜集 55肆、研究發現 57第一節 時尚的情緒體驗 58一、選品店的趨勢與作法 59二、選品店的服務流程 60三、選品店的挑戰 66第二節 旅程一：品牌社群的情緒體驗 69一、亮點與痛點 70（一）版面設定 70（二）圖文內容 72（三）對互動模式的感知 73二、當下體驗與感受 74（一）錯亂感：社交媒體上雜亂的圖片與文字 74（二）距離感：無法駕馭的穿搭 75（三）疲憊感：斷點太多，造成挫折 75三、過往經驗與感受 76（一）莫名感：看不懂的莫名其妙 76（二）親近感：品牌不夠用心 77（三）厭煩感：要什麼，就沒什麼 77第三節 旅程二：蒞臨門市的情緒體驗 78一、亮點與痛點 79（一）迎賓招呼 80（二）門市形象 81（三）商品陳列 83二、當下體驗與感受 84（一）舒適感：心情自在的感覺 85（二）失焦感：產品與主題不和 86（三）廉價感：第一個印象最重要 86三、過往經驗與感受 87（一）主動感：掌握自己逛街的節奏 88（二）對焦感：心口如一的品牌印象 89（三）精緻感：視覺的原創性驚喜 89第四節 旅程三：銷售服務的情緒體驗 90一、亮點與痛點 91（一）商品諮詢 92（二）穿搭建議 93（三）包裝結帳 95二、當下體驗與感受 96（一）敷衍感：不受重視的感受 97（二）業餘感：店員的專業影響購物的動機 98（三）小氣感：如此吝嗇，不如不要給 99（四）朝聖感：期待的是時尚的殿堂 100三、過往經驗與感受 101（一）儀式感：隆重的感覺才有購物的氛圍 101（二）專業感：行家一出手，就知有沒有 102（三）慷慨感：慷慨看出誠意 102第五節 旅程四：會員制度的情緒體驗 103一、亮點與痛點 103（一）入會門檻 104（二）新客禮遇 106（三）寵愛舊客 107二、當下體驗與感受 109（一）排擠感：我是乎不屬於這裡 109（二）忽視感：難道我是隱形人 110（三）失寵感：既然不重視，何必留在此 111三、過往經驗與感受 112（一）包容感：安心的購物才會留下 112（二）重視感：如果不在意，我又何必 113（三）寵愛感：體驗就是真心換真心 114第六節 情緒評價的四種類型 115一、一丘之貉：負感受的聯想 117（一）現在的錯亂感對比過去的莫名感 118（二）現在的疲憊感對比過去的厭煩感 118（三）現在的廉價感對比過去的窮酸感 118二、相形見絀：正感受的落差 119（一）距離感對比親近感 119（二）失焦感對比對焦感 119（三）敷衍感對比儀式感 120（四）業餘感對比專業感 120（五）忽視感對比重視感 121三、感恩惜福：負感受的反差 121（一）朝聖感對比平凡感 121四、心有戚戚：正感受的移情 122（一）舒適感對比主動感 122五、討論 124第一節 學術意涵 124一、情緒性感受的樣貌 124二、情緒反應的相對性 125三、情緒評價的類型 127第二節 實務啟示 128一、顧客旅程中的感受落點 128二、情緒評價的延伸應用 128第三節 研究限制與未來方向 129一、拓展目標客群的類型 129二、深化情緒評價以重塑顧客體驗 130三、延伸跨行業的情緒評價 130陸、結論 131參考文獻 132 zh_TW dc.format.extent 7985109 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109364134 en_US dc.subject (關鍵詞) 顧客體驗 zh_TW dc.subject (關鍵詞) 服務設計 zh_TW dc.subject (關鍵詞) 情緒價值 zh_TW dc.subject (關鍵詞) 感受樣貌 zh_TW dc.subject (關鍵詞) 情緒評價 zh_TW dc.subject (關鍵詞) customer experience en_US dc.subject (關鍵詞) service design en_US dc.subject (關鍵詞) emotional value en_US dc.subject (關鍵詞) sentiment en_US dc.subject (關鍵詞) emotion appraisal en_US dc.title (題名) 情緒價值：以情感作為顧客體驗與價值創造的紐帶 zh_TW dc.title (題名) Emotional Value: Emotion as a Connection of Customer Experience and Value Creation en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻方世榮、張嘉雯，2004，「顧客涉入程度對服務品質與關係品質之干擾效果－以電腦賣場與內部商店為例」，《中山管理評論》，第12卷，第4期，755-794頁。王玟凱、嚴秀茹、魏志平、丘宏昌，2013，「夥伴合作還是顧客共創？– 探討台灣企業之新服務協同發展」，《產業管理論壇》，第15期，第1卷，4-22頁。余峻瑜、鄭佩怡，2016，「健康照護產業之服務創新與設計：遠距照護服務設計規劃模式」，《臺大管理論叢》，第27期，第1卷，225-254頁。李慶芳、杜鵬、張容榕，2020，「共享而共創」：探討Xbed酒店借平台共創價值之新模式，《組織與管理》，第二期，第13卷，103-147頁。陳蕙芬，2015，「柔韌設計：化機構阻力為創新助力」，《中山管理評論》，第1期，第23卷，13-55頁。姚成彥，2015，「虛實整合：特力屋電子商務的服務創新」，《中山管理評論》，第 23 期，第1卷，377-409頁。歐素華，2019，精準分眾以創新：由使用者行為引導媒體服務設計，《中山管理評論》，第27期，第1卷，11-56 頁。蕭瑞麟、徐嘉黛，2020，「境隨心轉：服務隨創中的認知轉移與資源轉換」，《組織與管理》，第13卷，第2期，001-051頁。蕭瑞麟、關欣，2023，「相對感受：參考點對於顧客體驗的影響」，《組織與管理》，第2期，第16卷，1-67頁。Barlow, J., & Maul, D. 2000. 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