網路購物上必定存在延遲的效果,而在行銷方面的研究很少探討購買的延遲。本研究主要以網路消費者經驗(虛擬經驗、間接經驗、代言人經驗)順序組合的呈現,找出最佳組合,接著探討在不同延遲原因之下,對消費者的經驗價值及說服效果之影響。研究結果發現:(a)經驗順序組合為虛擬->間接->代言人、虛擬->代言人->間接、代言人->虛擬->間接時,經驗價值及說服效果最佳;(b)在購物延遲情況下,需求不明確及低產品知識的消費者,提供代言人->虛擬->間接的經驗順序,其經驗價值及說服效果較高;(c)在購物延遲情況下,有時間壓力及高產品知識的消費者,提供虛擬->間接->代言人的經驗順序,其經驗價值及說服效果較高。(d)經驗價值對說服效果有正向關係。 學術上本研究完整地比較三種呈現方式,並且將自我指涉運用至網路廣告,促發效果以圖示做為操弄。故完整探討廣告要素的組合搭配(廣告呈現、廣告內文與廣告背景),實務上提供公司企業不論從大眾市場或市場區隔的觀點下,行銷策略的重要參考價值。
The main study is to find out better combination sequence of online consumer experience, which includes indirect experience (IE), virtual experience (VE) and virtual avatar experience (VAE), and to discuss the impact of consumer experience value and persuasive effect under different delay reason. The study results reveal that (a) the combinations sequence of (VE->IE->VAE), (VE->VAE->IE) and (VAE->VE->IE) have better effects on experience value and persuasive effect; (b) Under shopping delay situation, consumers with low product knowledge or consumer who has uncertain need be given the combination sequence of VAE->VE->IE has better effect on experience value and persuasive effect; (c) Under shopping delay situation, consumers with high product knowledge consumer who has time pressure be given the combination sequence of VE->IE->VAE has better effect on experience value and persuasive effect;(d) There were positive relationships between the consumer experience and advertising effect.