以沉浸體驗階段分析消費者進行虛擬布置空間購買家具之行為

傳統家具產業隨著時代的演變，商業與行銷模式也隨之改變，元宇宙時代的到來使現實與虛擬相互融合，透過虛擬實境體驗結合線上購物之消費習慣，即將成為下一波新世代的消費趨勢。本研究運用「AISAS」探討消費者購買實體家具之消費模式，採以量化問卷蒐集消費者購買家具之動機、使用虛擬空間遊戲的經驗與滿意度、及藉由虛擬空間佈置遊戲購買實體家具之意願進行調查，以敘述性統計及因素分析探討量化資料，並從調查樣本中挑選3位具代表性對象進行個案深度訪談，探討代表性對象對於虛擬實境中的體驗行銷（體驗價值與策略體驗模組）構面與其沉浸式體驗之定義，依此歸納沉浸式體驗之因素及範疇。本研究透過「觸發階段」、「全神貫注」、「完全沉浸」三階段特質進行沉浸體驗階段分層，最終找尋出5個觸發階段、3個全神貫注與3個完全沉浸的核心範疇，且歸類統整出「遊戲環節」與「虛擬空間選購環節」的分層關鍵階段。在虛實整合的形勢下，本研究之成果可提供未來家具設計師參考，以線上虛實整合的新型態方式呈現產品及進行銷售。

關鍵字

家具；線上購買行為；虛擬空間布置；虛實整合；沉浸式體驗

並列摘要

The evolution of furniture marketing models have changed Virtual integrated and virtual reality experience. This, combined with online shopping habits will become a common consumption trends in the Meta-universe reality. "AISAS" studies explore consumer furniture purchasing patterns and uses quantitative questionnaires to consumer motivations and satisfaction experiences with their willingness to purchase furniture through virtual space games that exploring quantitative data with descriptive statistics and factor analysis. The study used 3 representative questions from the sample to conduct in-depth case interviews to discuss the dimensions and operational definitions of representative subjects for Experiential Marketing (Economic Value and Strategic Experiential Modules) in virtual reality. In this study, the immersion experience stage was stratified through the three-stage characteristics of "Engagement", "Engrossment" and "Total immersion", and finally found out 5 Engagement, 3 Engrossment and 3 Total immersion core categories. The class unifies the hierarchical key stages of "game link" and "virtual space purchase link". Under the situation of virtual-real integration, the results of this research can provide future furniture designers with a reference to present products and sell them in a new way of online virtual-real integration.

並列關鍵字

Furniture ； Online purchasing behavior ； Virtual space layout ； Virtual and real integration ； Immersion

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