虛實整合說故事與體驗經濟：以薰衣草森林為例

本研究以薰衣草森林為研究個案，探討業者如何在線上及線下說故事形塑消費者的品牌體驗，以及消費者如何與業者共創故事。透過參與觀察、檔案記錄以及深度訪談作為本研究資料蒐集方式。研究結果共有三點發現：（一）業者透過在線上及線下場域搭配一致的主要元素、風格與主題，達到感官品牌體驗的認知一致性；業者在線下場域舉辦各式的動態體驗讓消費者自願進入品牌世界，鼓勵消費者在各種感官及情緒上與品牌創造出直接且有意義的連結；（二）消費者藉由參與體驗體會到品牌對生活的態度，瞭解品牌存在的意義及獨特的價值，在與森林員工互動中得到出乎意料的感動，讓消費者產生無可取代的情感體驗，進而產生對品牌的熱情；（三）由於消費者的樂於分享，經由再一次詮釋的品牌故事，進而擴大口碑效應；消費者透過閱讀森林手記或粉絲團貼文，感受森林的寧靜平和與滿足踏實的幸福感，喚起消費者重新回到森林的欲望；業者也會在社群網站中分享現場體驗活動照片記錄，吸引消費者轉分享展現自我、分享快樂。

關鍵字

說故事；體驗經濟；虛實整合；共創

並列摘要

Lavender Forest is the main research subject for the case study. The case study explores how brands shape consumer experience in online and offline storytelling, and how consumers co-create content with brands. The data collection methods used include participating in observation, archival record and in-depth interviews. The research has three main finds: (1) The management uses online and offline elements, producing a consistent theme throughout, in order to achieve a consistent brand experience. Offline elements which includes hollding different dynamic experience where consumers voluntarily enter the world that was created, and encourages consumers through emotional and various senses, create a direct and meaningful link with the brand. (2) Consumers experiences the brand's attitudes towards life through participation, and comes to understand its unique existence and brand value. Through interaction with the forest staff, consumers themselves through participation, produces irreplaceable emotional experience. They get a firsthand experience of the passion that the staff and management has for the brand. (3) As consumers are willing to share their experiences, they share their interpretation of the brand and its story. This further expands the effect of word of mouth. Consumers experience the peacefulness and happiness that the forest brings, through reading notes posted by the staff, and through posts from fans. This arouses the desire in them to come back to the forest. The management also shares details of events hosted through social media, so as to attract consumers to re-share in their social media pages, and share the joy of their experience.

並列關鍵字

Storytelling ； Experience economy ； Online to offline ； Co-creation

參考文獻

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余珮吟（2013）。《品牌故事類型對廣告溝通效果影響之研究：FCB干擾效果》。朝陽科技大學企業管理系碩士論文。

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虛實整合說故事與體驗經濟：以薰衣草森林為例

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