The Influence of Virtual Situation Stimulate to Experiences Value with Emotion Element

Yung-Ching Ho ； Ching-Tzy Tsai ； Chun-Chi Chuang

《企業管理學報》 72期 (2007/03) Pp. 37-61

並列摘要

The new commerce environment formed along with the Internet fast growth, multimedia of website increases surprised of vision with the modern people. Although the recent years, technology network to move forward, the enterprise still lacked to comprehensive understanding and management of website experiential value, especially neglects important factor the emotion element. However, the influence of situation stimulated to experiential value, it is important issue that e-commerce manages nowadays. Therefore this research attempt introduce emotion element of Consciousness-Emotion-Value (C-E-V) model, applies atmosphere molding of situation factor to cite emotion respond to browser, stimulation experiential value in online store. The paper is the use of questionnaire survey method with the 111 university students; let the student real experience 3D image interactivity of online store in the computer classroom, using the Structure Equation Model on the analysis, Significant hypothesized paths found telepresence, flow and emotion variables were mediator of virtual situation to experiential value, to be the guideline of the enterprise or the designer to build the atmosphere of website. Create more values and success to the customer than other competitor in market.

並列關鍵字

Emotion ； Situation Variables ； Experiential Value ； Telepresence ； Flow ； Consciousness-Emotion-Value model

參考文獻

Ariely, D.(2000).Controlling the Information Flow: Effects on Consumers` Decision Making and Preferences.Journal of Consumer Research.27(2),233-248.

Assael, H.(1998).Consumer Behavior and Marketing Action.NY:PWS-KENT.

Babin, B. J.,J. S. Attaway(2000).Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer.Journal of Business Research.49,91-99.

Babin, B.,W. Darden,M. Griffin(1994).Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value.Journal of Consumer Research.20,644-656.

Bagozzi, R. P.,Y.Yi.(1988).On the Evaluation for Structural Equation Models.Journal of the Academy of Marketing Science.16,74-94.