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題名 重塑品牌價值：使用沉浸式科技創造融合體驗
Reinventing Brand Value - Using Immersive Technology for Fusion Experiences作者 陳聖棋
Chen, Sheng-Chi貢獻者 尚孝純
Shang, Shari Shiaw-Chun
陳聖棋
Chen, Sheng-Chi關鍵詞 品牌價值
體驗價值
融合體驗
沉浸式科技
Brand Value
Experiential Value
Fusion Experience
Immersive Technology日期 2024 上傳時間 1-Feb-2024 10:55:58 (UTC+8) 摘要 創造顧客體驗是品牌價值建立中具有重要意義。沉浸式科技運用虛擬實境(VR)、擴增實境(AR)、混合實境(MR)等先進技術，建構出一個不同於現實世界的虛擬環境，沉浸式科技具備的傳遞共情、參與、在場感、互動、共生、角色擁有等特性，為顧客提供獨特的融合體驗。透過運用沉浸式科技，品牌得以為顧客創造情感、認知、感受、行為、技術以及社交方面的體驗價值，進而對品牌價值產生影響。 本研究旨在試圖建立一個架構，以闡釋沉浸式科技如何應用於創造顧客的融合體驗，進而重塑品牌價值。透過多個案分析的研究方法來修正和強化所提出架構在產業的適用性，確保研究結果的有效性。研究顯示，品牌在採用沉浸式科技時，能夠運用策略並巧妙結合戰術，可以更有效地引導顧客穿越營銷漏斗，縮短顧客從品牌意識到購買的決策過程，進而加速產生對品牌價值的影響。研究結果將可以做為制訂未來品牌價值提升策略的參考。
Creating the value of customer experience is important in establishing brand value. Immersive technology creates a virtual environment different from the real world through virtual reality (VR), augmented reality (AR), mixed reality (MR) or other technologies to deliver the characteristics of empathy, involvement, presence interactivity, embodiment, and expression to provide customers with fusion experiences. Brands adopt immersive technology to generate affective, cognitive, sensory, behavioral, technological, and social value for customers, thereby enhancing their brand value. This research tries to provide a framework explaining how immersive technology can be used to generate a fusion experience that can reinvent brand value. By using a multiple case study method, this study attempts to verify the applicability of the proposed framework and ensure the effectiveness of the research results. Furthermore, the study observed that brands combine tactics when adopting immersive technologies, brands can more effectively guide customers through the marketing funnel, shorten the customers' decision-making process from brand awareness to purchase, and accelerate the impact on brand value. It is hoped that this framework can be used as a reference for future brand value enhancement strategies.參考文獻 1. Aaker, D. A. (1991). “Managing Brand Equity,” Nova Iorque: Free Press. 2. Aaker, D. A. (1992). “The Value of Brand Equity,” Journal of Business Strategy, 13 (4), pp. 27-32. 3. Aaker, D. A. (1996). “Measuring Brand Equity across Products and Markets,” California Management Review, 38 (3), pp. 102-120. 4. Akcam, B. K. (2022). “The Impact of Technology on the Starbucks Experience,” Journal of Information Technology Teaching Cases, 13 (1), pp. 104-110. 5. Alexander, B. and Kent, A. 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國立政治大學
資訊管理學系
102356503資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356503 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shang, Shari Shiaw-Chun en_US dc.contributor.author (Authors) 陳聖棋 zh_TW dc.contributor.author (Authors) Chen, Sheng-Chi en_US dc.creator (作者) 陳聖棋 zh_TW dc.creator (作者) Chen, Sheng-Chi en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-Feb-2024 10:55:58 (UTC+8) - dc.date.available 1-Feb-2024 10:55:58 (UTC+8) - dc.date.issued (上傳時間) 1-Feb-2024 10:55:58 (UTC+8) - dc.identifier (Other Identifiers) G0102356503 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/149465 - dc.description (描述) 博士 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) 102356503 zh_TW dc.description.abstract (摘要) 創造顧客體驗是品牌價值建立中具有重要意義。沉浸式科技運用虛擬實境(VR)、擴增實境(AR)、混合實境(MR)等先進技術，建構出一個不同於現實世界的虛擬環境，沉浸式科技具備的傳遞共情、參與、在場感、互動、共生、角色擁有等特性，為顧客提供獨特的融合體驗。透過運用沉浸式科技，品牌得以為顧客創造情感、認知、感受、行為、技術以及社交方面的體驗價值，進而對品牌價值產生影響。 本研究旨在試圖建立一個架構，以闡釋沉浸式科技如何應用於創造顧客的融合體驗，進而重塑品牌價值。透過多個案分析的研究方法來修正和強化所提出架構在產業的適用性，確保研究結果的有效性。研究顯示，品牌在採用沉浸式科技時，能夠運用策略並巧妙結合戰術，可以更有效地引導顧客穿越營銷漏斗，縮短顧客從品牌意識到購買的決策過程，進而加速產生對品牌價值的影響。研究結果將可以做為制訂未來品牌價值提升策略的參考。 zh_TW dc.description.abstract (摘要) Creating the value of customer experience is important in establishing brand value. Immersive technology creates a virtual environment different from the real world through virtual reality (VR), augmented reality (AR), mixed reality (MR) or other technologies to deliver the characteristics of empathy, involvement, presence interactivity, embodiment, and expression to provide customers with fusion experiences. Brands adopt immersive technology to generate affective, cognitive, sensory, behavioral, technological, and social value for customers, thereby enhancing their brand value. This research tries to provide a framework explaining how immersive technology can be used to generate a fusion experience that can reinvent brand value. By using a multiple case study method, this study attempts to verify the applicability of the proposed framework and ensure the effectiveness of the research results. Furthermore, the study observed that brands combine tactics when adopting immersive technologies, brands can more effectively guide customers through the marketing funnel, shorten the customers' decision-making process from brand awareness to purchase, and accelerate the impact on brand value. It is hoped that this framework can be used as a reference for future brand value enhancement strategies. en_US dc.description.tableofcontents CHAPTER 1. INTRODUCTION 1 1.1 BACKGROUND 1 1.2 MOTIVATION 4 1.3 RESEARCH QUESTION AND OBJECTIVES 6 CHAPTER 2. LITERATURE REVIEW 7 2.1 BRAND VALUE 7 2.1.1 Brand Value Development 8 2.1.2 Brand Value Measurement 11 2.2 EXPERIENCE ECONOMY 18 2.2.1 Customer Experience 18 2.2.2 Experiential Value 22 2.2.3 Fusion Experience 24 2.3 IMMERSIVE TECHNOLOGY 28 2.3.1 Definition of Immersive Technology 29 2.3.2 Immersive Technology-enabled Experiences 35 2.3.3 The Impact of Immersive Technology 39 2.4 CONCEPTUAL FRAMEWORK FOR BRAND VALUE ENHANCEMENT 45 2.4.1 Experiential Value Generated by Immersive Technology 45 2.4.2 Brand Value Affected by Experiential Value 51 2.4.3 Conceptual Framework 54 CHAPTER 3. RESEARCH DESIGN 57 3.1 RESEARCH METHODOLOGY 57 3.2 SAMPLE SELECTION 60 3.3 DATA COLLECTION 64 3.4 DATA ANALYSIS 74 CHAPTER 4. RESEARCH RESULT 77 4.1 CASE 1 – BRAND I 77 4.1.1 Case Background 77 4.1.2 The Adoption of Immersive Technology 82 4.1.3 The Generation of Experiential Value 84 4.1.4 The Change in Brand Value 87 4.2 CASE 2 – BRAND K 91 4.2.1 Case Background 91 4.2.2 The Adoption of Immersive Technology 93 4.2.3 The Generation of Experiential Value 98 4.2.4 The Change in Brand Value 100 4.3 CASE 3 – BRAND N 103 4.3.1 Case Background 103 4.3.2 The Adoption of Immersive Technology 106 4.3.3 The Generation of Experiential Value 109 4.3.4 The Change in Brand Value 112 4.4 CASE 4 – BRAND S 116 4.4.1 Case Background 116 4.4.2 The Adoption of Immersive Technology 120 4.4.3 The Generation of Experiential Value 123 4.4.4 The Change in Brand Value 124 4.5 MAJOR FINDINGS 129 4.5.1 The Need for Immersive Technologies 129 4.5.2 Adopting Immersive Technologies to Generate Customer Experiential Value 131 4.5.3 The Change in Brand Value 135 4.5.4 Combination with Crucial Tactics 138 4.5.5 Summary of Major Findings 141 CHAPTER 5. CONCLUSION 149 5.1 SUMMARY 149 5.2 ACADEMIC AND MANAGERIAL IMPLICATIONS 153 5.3 RESEARCH LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH 154 REFERENCE 157 zh_TW dc.format.extent 2168569 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356503 en_US dc.subject (關鍵詞) 品牌價值 zh_TW dc.subject (關鍵詞) 體驗價值 zh_TW dc.subject (關鍵詞) 融合體驗 zh_TW dc.subject (關鍵詞) 沉浸式科技 zh_TW dc.subject (關鍵詞) Brand Value en_US dc.subject (關鍵詞) Experiential Value en_US dc.subject (關鍵詞) Fusion Experience en_US dc.subject (關鍵詞) Immersive Technology en_US dc.title (題名) 重塑品牌價值：使用沉浸式科技創造融合體驗 zh_TW dc.title (題名) Reinventing Brand Value - Using Immersive Technology for Fusion Experiences en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. Aaker, D. A. (1991). “Managing Brand Equity,” Nova Iorque: Free Press. 2. Aaker, D. A. (1992). “The Value of Brand Equity,” Journal of Business Strategy, 13 (4), pp. 27-32. 3. Aaker, D. A. 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