- 學位論文
從虛擬實境探討再行銷廣告設計對顧客購買意圖之影響
The Effects of Retargeting Design on Purchase Intention: From the Perspective of Virtual Reality
摘要
再行銷策略(Retargeting)能夠針對不同認知階段的消費者，藉由再次內容說明與說服，故是數位行銷中最能達到轉換率的方式。體驗行銷是產生旅遊產業競爭優劣的關鍵。過去著重於提供消費者豐富的旅遊地資訊以提升消費者前往目的地的動機。然而，過多文字與圖片資訊僅能帶給消費者有限的想像。因此，本研究目的是探討虛擬實境(Virtual Reality, VR)行銷應用於旅遊業再行銷廣告之成效。為達到此目的，本研究分成兩個階段。在第一階段，本研究使用腦電圖(EEG, Electroencephalogram)來記錄事件相關電位（Event-Related Potential, ERP），以了解不同影片廣告序列(Video Ad Sequencing)的再行銷VR廣告設計對於消費者的情緒狀態之影響。在第二階段，我們進一步藉由電子臨場感(Telepresence)理論，並將再行銷VR廣告體驗分成正面影響(如：「正面情緒」與「提醒」、負面影響(「負面情緒」和「消費者疲勞」)以增強使用者沈浸式體驗，促使提升消費者的購買動力。本研究架構主要期望本研究之結果能作為旅遊業於再行銷策略發展之建議。
並列摘要
Retargeting is a marketing technique that persuades consumers to make an action by re-explaining the product concept in a manner consistent with the cognitive stages in which individual consumers are situated. It is a digital marketing tool that often yields higher conversion rates. Immersive experiential marketing, on the other hand, is the key to securing a competitive edge in the tourism industry. In the past, experiential marketing has been used to provide useful travel information for consumers to boost their motivation for visiting the advertised destinations themselves. However, excessive texts and images can actually impose a limit on consumers’ imagination. To address this, the present study explores the effectiveness of virtual reality (VR) retargeting campaigns in the tourism industry. This study was carried out in two stages. In the first stage, we used electroencephalogram (EEG) to measure Event-Related Potential to understand the effects of video ad sequencing in VR marketing on consumers’ emotional experiences. In the second stage, we classified the VR experiences as either positive (such as “positive emotions” and “reminders”) or negative (such as “negative emotions” and “consumer fatigue”) based on the theory of telepresence. The ultimate goal is to enhance consumers’ immersive experience and increase their willingness to buy. The findings of the present study offer valuable insights into the development of VR retargeting strategies for the tourism industry.