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題名 以體驗行銷模組及價值、購買意圖及腦波評估線上擴增實境試妝與線下實體試妝對消費者影響之差異
Differentiating Consumer Influence between Online AR Makeup and Offline Makeup Trials: An Examination through Experiential Marketing Modules and Value, Purchase Intent, and EEG Evaluation
作者 黃加琪
Wong, Ka Ki
貢獻者 陳聖智<br>簡士鎰
Chen, Sheng-Chih<br>Chien, Shih-Yi James
黃加琪
Wong, Ka Ki
關鍵詞 擴增實境
實體試妝
體驗行銷
購買意圖
腦波評估
Augmented Reality,
Physical Makeup Trial
Experiential Marketing
Purchase Intention
EEG Assessment
日期 2024
上傳時間 4-Sep-2024 14:50:36 (UTC+8)
摘要 隨著科技的進步，擴增實境（AR）已經逐漸成為消費者體驗行銷的重要工具。本研究旨在探討線上擴增實境試妝與線下實體試妝對消費者的影響差異。通過結合體驗行銷模組及價值、購買意圖以及腦波評估的方法，本研究分析了不同試妝方式對消費者的影響。 研究結果顯示，消費者在選擇試妝體驗時存在明顯的偏好差異，大多數受測者仍偏好實體試妝體驗。通過訪談，我們發現消費者對於不同試妝體驗的偏好主要取決於他們對色差的接受程度。選擇能接受色差問題的受測者在腦波分析中顯示，她們在試妝過程中主要關注的很大程度可能是口紅顏色是否適合自己的整體面部效果，而不是線上與線下試妝口紅顏色的實際差距。基於此發現，本研究建議線上AR試妝體驗的未來發展可以進一步優化顏色展示功能。除了改善色差問題外，還應考慮如何更好地展示化妝品顏色與消費者面部的適配性。例如，針對不同膚色、深淺度甚至開發口紅疊擦效果的功能，可以更好地滿足消費者在試妝時的需求，增加線上試妝體驗的變化與趣味性。 總結來說，線上擴增實境試妝和線下實體試妝各有其優勢和不足，企業在進行體驗行銷時應該根據目標消費者的需求和偏好選擇適當的試妝方式，以最大化行銷效果。
With the advancement of technology, Augmented Reality (AR) has become an important tool in experiential marketing. This study explores the differences in consumer impacts between online AR makeup trials and offline physical makeup trials. By integrating experiential marketing models, perceived value, purchase intentions, and EEG assessments, this study analyzes the impact of different makeup trial methods on consumers. Results show that consumers have distinct preferences for makeup trial experiences, with the majority preferring offline trials. Interviews revealed that consumer preferences depend mainly on their acceptance of color discrepancies. EEG analysis of participants who accepted color discrepancies indicated they focused on whether the lipstick color suited their overall appearance rather than the actual color difference. We suggest future online AR makeup trial developments should optimize color display functionalities. This includes improving color discrepancies and better showcasing cosmetic compatibility with consumers' faces. Features for different skin tones and layered lipstick effects can enhance online makeup experiences. In summary, online AR and offline makeup trials have unique advantages and disadvantages. Companies should choose the appropriate method based on target consumers' needs and preferences to maximize marketing effectiveness.
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描述 碩士
國立政治大學
數位內容碩士學位學程
110462019
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110462019
資料類型 thesis
dc.contributor.advisor 陳聖智<br>簡士鎰zh_TW
dc.contributor.advisor Chen, Sheng-Chih<br>Chien, Shih-Yi Jamesen_US
dc.contributor.author (Authors) 黃加琪zh_TW
dc.contributor.author (Authors) Wong, Ka Kien_US
dc.creator (作者) 黃加琪zh_TW
dc.creator (作者) Wong, Ka Kien_US
dc.date (日期) 2024en_US
dc.date.accessioned 4-Sep-2024 14:50:36 (UTC+8)-
dc.date.available 4-Sep-2024 14:50:36 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2024 14:50:36 (UTC+8)-
dc.identifier (Other Identifiers) G0110462019en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153341-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 數位內容碩士學位學程zh_TW
dc.description (描述) 110462019zh_TW
dc.description.abstract (摘要) 隨著科技的進步，擴增實境（AR）已經逐漸成為消費者體驗行銷的重要工具。本研究旨在探討線上擴增實境試妝與線下實體試妝對消費者的影響差異。通過結合體驗行銷模組及價值、購買意圖以及腦波評估的方法，本研究分析了不同試妝方式對消費者的影響。 研究結果顯示，消費者在選擇試妝體驗時存在明顯的偏好差異，大多數受測者仍偏好實體試妝體驗。通過訪談，我們發現消費者對於不同試妝體驗的偏好主要取決於他們對色差的接受程度。選擇能接受色差問題的受測者在腦波分析中顯示，她們在試妝過程中主要關注的很大程度可能是口紅顏色是否適合自己的整體面部效果，而不是線上與線下試妝口紅顏色的實際差距。基於此發現，本研究建議線上AR試妝體驗的未來發展可以進一步優化顏色展示功能。除了改善色差問題外，還應考慮如何更好地展示化妝品顏色與消費者面部的適配性。例如，針對不同膚色、深淺度甚至開發口紅疊擦效果的功能，可以更好地滿足消費者在試妝時的需求，增加線上試妝體驗的變化與趣味性。 總結來說，線上擴增實境試妝和線下實體試妝各有其優勢和不足，企業在進行體驗行銷時應該根據目標消費者的需求和偏好選擇適當的試妝方式，以最大化行銷效果。zh_TW
dc.description.abstract (摘要) With the advancement of technology, Augmented Reality (AR) has become an important tool in experiential marketing. This study explores the differences in consumer impacts between online AR makeup trials and offline physical makeup trials. By integrating experiential marketing models, perceived value, purchase intentions, and EEG assessments, this study analyzes the impact of different makeup trial methods on consumers. Results show that consumers have distinct preferences for makeup trial experiences, with the majority preferring offline trials. Interviews revealed that consumer preferences depend mainly on their acceptance of color discrepancies. EEG analysis of participants who accepted color discrepancies indicated they focused on whether the lipstick color suited their overall appearance rather than the actual color difference. We suggest future online AR makeup trial developments should optimize color display functionalities. This includes improving color discrepancies and better showcasing cosmetic compatibility with consumers' faces. Features for different skin tones and layered lipstick effects can enhance online makeup experiences. In summary, online AR and offline makeup trials have unique advantages and disadvantages. Companies should choose the appropriate method based on target consumers' needs and preferences to maximize marketing effectiveness.en_US
dc.description.tableofcontents 目錄 謝誌 i 摘要 ii Abstract iii 目錄 iv 圖目錄 vii 表目錄 ix 第壹章、緒論 1 第一節、 研究背景與動機 1 一、 電子商務平台及數位廣告的發展現況 2 二、 AR功能的發展現況 3 三、 體驗行銷的概念 5 第二節、 研究目的、問題與流程 7 一、 研究目的與問題 7 二、 研究流程 8 第貳章、文獻探討 10 第一節、 擴增實境之應用 10 一、 AR呈現方式（以裝置分類） 11 二、 AR呈現方式（以辨別技術分類） 14 三、 AR在電子商務中的實際應用例子 17 四、 AR技術應用在電子商務中扮演的角色 20 第二節、 體驗行銷與價值 24 一、 「策略體驗模組」（strategic experiential modules, SEMs） 25 二、 體驗媒介（experiential providers, ExPros） 30 三、 體驗行銷的衡量 31 四、 體驗價值（experiential value） 32 五、 體驗價值的衡量 34 第三節、 購買意圖（PURCHASE INTENTION） 42 一、 購買意圖之衡量題項 44 二、 體驗行銷與價值及購買意圖之關係 45 第參章、研究方法 49 第一節、 實驗設計與流程 50 一、 研究對象 50 二、 實驗裝置及環境 51 三、 實驗劇本與任務 52 四、 實驗步驟 53 第二節、 腦波評估（EEG） 57 一、 事件相關電位（Event-Related Potentials, ERP） 59 二、 全場功率（Global Field Power, GFP） 59 三、 腦波截取時間點 59 四、 大腦活動位置－大腦四大葉 61 五、 不同腦波波段之相關研究 62 六、 腦波測試期間需要注意的事項 71 第三節、 問卷 72 一、 體驗行銷衡量問卷題項 72 二、 購買意圖衡量問卷 73 三、 體驗價值衡量問卷 74 四、 問卷結果分析方式 75 第四節、 半結構式訪談 77 第肆章、分析與討論 79 第一節、 問卷結果分析 79 一、 信度分析與因素分析 79 二、 人口變數統計 81 三、 研究變數統計 82 四、 成對樣本 t 檢定 86 五、 獨立樣本 t 檢定 88 六、 問卷分析小結 89 第二節、 半結構式訪談分析 90 一、 體驗偏好－偏好線上體驗之原因 93 二、 體驗偏好－偏好線下實體試妝體驗之原因 96 三、 決策結果－偏好一致之原因 101 四、 決策結果－偏好不一致之原因 104 第三節、 腦波分析結果 107 一、 線上體驗組間腦波差異 108 二、 線下體驗組間腦波差異 115 三、 樣本頭圖分析 122 四、 腦波分析小結 125 第伍章、結論 126 第一節、 研究結論 126 第二節、 意義與貢獻 128 第三節、 局限性與未來研究 129 參考文獻 130 附錄一、研究參與者知情同意書 143 附錄二、訪談逐字稿樣本 147 附錄三、腦波頭圖樣本 157zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110462019en_US
dc.subject (關鍵詞) 擴增實境zh_TW
dc.subject (關鍵詞) 實體試妝zh_TW
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 購買意圖zh_TW
dc.subject (關鍵詞) 腦波評估zh_TW
dc.subject (關鍵詞) Augmented Reality,en_US
dc.subject (關鍵詞) Physical Makeup Trialen_US
dc.subject (關鍵詞) Experiential Marketingen_US
dc.subject (關鍵詞) Purchase Intentionen_US
dc.subject (關鍵詞) EEG Assessmenten_US
dc.title (題名) 以體驗行銷模組及價值、購買意圖及腦波評估線上擴增實境試妝與線下實體試妝對消費者影響之差異zh_TW
dc.title (題名) Differentiating Consumer Influence between Online AR Makeup and Offline Makeup Trials: An Examination through Experiential Marketing Modules and Value, Purchase Intent, and EEG Evaluationen_US
dc.type (資料類型) thesisen_US
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