本研究根據EKB消費者決策模型,發現在模型各階段與階段之間會受某些因素干擾,而產生延遲(Delay)的現象。延遲可分兩種:方案評估與決策間的延遲、決策與消費之間的延遲,其中前者稱為「購買延遲」,後者稱為「消費延遲」。 本研究即是在探討購買延遲與消費延遲組合對顧客經驗價值之影響,並以虛擬經驗為干擾變數。在本研究中也將購買延遲與消費延遲兩者獨立探討,並在購買延遲階段加入虛擬經驗中的機械虛擬經驗為干擾變數,在消費延遲階段則加入虛擬經驗中的人際虛擬經驗為干擾變數。另外根據兩種虛擬經驗的不同,亦加入了產品知識與人際影響兩個干擾變數。 研究結果發現在未給予消費者虛擬經驗情況下,無購買延遲與無消費延遲組合有較佳經驗價值;然而在給予消費者虛擬經驗後,則是無購買延遲與有消費延遲組合有較佳經驗價值。而在購買延遲階段,當產品知識高的消費者給予「3D虛擬經驗+分析型自我指涉+促發」之機械虛擬經驗,在有購買延遲情況下,其經驗價值優於「代言人經驗+敘事型自我指涉+促發」的消費者;而產品知識低者則是偏好「代言人經驗+敘事型自我指涉+促發」。在消費延遲階段,則發現人際影響敏感度高的消費者,給予其人際虛擬經驗,在有消費延遲情況下,其經驗價值優於無人際虛擬經驗的消費者。
The research based on the EKB model which we found that every stage would be moderated by some factors, and come up with “Delay.” There are two types of delay: delay of purchase, and delay of consumption. The research focuses on the effect of delay of purchase and delay of consumption to customer experiential value, which moderated by virtual experience consumer. In this research, we also discuss delay to purchase and delay to consumption individually, and add product knowledgement and sensitivity of interpersonal influence. The result found out that both delay to purchase and delay to consumption would decrease the customer experiential value. On the situation that giving the virtual experience, the customer experiential value would increase. And consumer who has different level of product knowledgement would prefer different virtual experience.Finally, the research would discuss the contribution and the development.
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