觸覺需求與產品涉入對消費者經驗順序組合之學習效果與認知風險影響

The Impact of Need for Touch and Product Involvement on the Learning Effect and Perceived Risk of the Sequential Combination of Consumer Experiences

楊郁儀(Yu-I Yang)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2005年)

摘要

WWW的發展帶動了許多新的商業模式，使得業者可以採取更多樣化、多元化的方式來呈現商品的廣告，而本研究根據生動性、互動性、遙距臨場感與說服路徑的不同設計實驗網站內容，呈現教育、美感、娛樂、逃避現實4種虛擬經驗類型，並搭配直接與間接經驗，形成16種不同的經驗順序組合，並去討論不同經驗順序組合對於消費者學習與認知風險之影響。
由於觸覺需求程度會造成消費者在產品判斷上之信心與挫敗感的差異；以及涉入程度會對於消費者在資訊搜尋與說服路徑上選擇的差異，因此本研究欲利用這兩項因素作為干擾變數，將消費者加以區隔，探討此兩變數是否會對不同經驗順序組合對消費者學習與認知風險之間產生交互作用。
研究結果顯示，在某些不同的經驗順序組合之下，的確會對消費者學習與認知風險造成影響(【虛擬→直接】與【虛擬→間接】)、(【有逃避現實→直接】、【無逃避現實→直接】、【有逃避現實→間接】與【無逃避現實→間接】)；而觸覺需求程度與產品涉入程度也分別在不同的經驗順序組合下產生不同程度的干擾作用。

關鍵字

消費者經驗 ； 觸覺需求程度 ； 產品涉入程度 ； 消費者學習 ； 認知風險

並列摘要

According to vividness, interactivity, telepresence and persuasion routes, the study divided virtual experience website into four types, which were education, aesthetic, entertainment and escapism. Then conducted experiment method to investigate the impact of the combination of four types of virtual experience and direct or indirect experience on learning effect and percevied risk. When consumers with differnet degree of NFT, their cognitions to evaleuate product was different. When consumers with differnet degree of product involvement, their ways to search information and selection persusion route was different. Therefore, my research takes NFT and product involvement as moderators.
As the result of the experience, we found escapism experience in combination with indirect experience have the highest impact on learning effect and percevied risk. There existed an interaction between NFT and the sequential combination of consumer experience on learning effect and percevied risk. The product involvement and the sequential combination of consumer experience on learning effect and percevied risk also existed an interaction.

並列關鍵字

Comsumer Experience ； Need for Touch ； Product Involvement ； Comsumer Learning ； Perceived Risk

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