時間扭曲與產品涉入對消費者經驗順序組合之學習效果影響

The Impact of Time Distortion and Product Involvement on the Learning Effect of the Sequential Combination of Consumer Experiences

呂源欽(Yuan-Qin Lu)

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)

https://doi.org/10.6841/NTUT.2005.00235

摘要

本研究根據遙距臨場感、投入的專心程度及周邊與中樞說服路徑，將虛擬經驗網站類型操弄為娛樂、美感、教育及逃避現實四種，並分析消費者時間扭曲程度與產品涉入程度的不同，在不同虛擬與直接或間接經驗順序組合時，對產品知識學習效果與品牌態度之影響。經實證分析後發現，消費者在經驗組合（虛擬→間接）的產品知識學習效果比在經驗組合（虛擬→直接）的產品知識學習效果要好，進一步分析後發現，消費者在經驗組合（中樞→周邊→間接）的產品知識學習效果比在經驗組合（中樞→周邊→直接）的產品知學習效果要好。高產品涉入的消費者會比低產品涉入的消費者投入較多的時間參與經驗組合的過程，高產品涉入與低產品涉入的消費者在參與不同的經驗組合後皆可能產生不同程度的時間扭曲，時間扭曲程度的不同也會影響消費者的產品知識學習效果，高時間扭曲的消費者會比低時間扭曲的消費者有較好的產品知識學習效果，而高時間扭曲的消費者在經驗組合（中樞→周邊→直接）的產品知學習效果是最差的。消費者產生高時間扭曲時，其品牌態度會受到產品涉入與經驗組合的影響。高時間扭曲低產品涉入的消費者，其品牌態度在虛擬經驗的階段便已形成，後續再經歷直接經驗或間接經驗對其品牌態度便不會產生太大的影響，另一方面，高時間扭曲高產品涉入的消費者先經歷虛擬經驗再經歷間接經驗會比先經歷虛擬經驗再經歷直接經驗有較好的品牌態度。

關鍵字

時間扭曲 ； 產品涉入 ； 虛擬經驗 ； 產品知識 ； 品牌態度

並列摘要

According to tele-presence, the degree of personal concentration and two types of persuasion route, this study divided virtual experience website into four types, which were entertainment, aesthetic, education and escapism, and analyzed the impact on the learning effect of product knowledge and brand attitude while customers with different degrees of product involvement and different degrees of time distortion after exposing to different combinations of virtual experience, direct experience or indirect experience. With experiment evidences, this study found that customers exposing to the sequential combination of virtual experience and indirect experience had a better learning effect of product knowledge than ones exposing to the sequential combination of virtual experience and direct experience. Furthermore, customers exposing to the sequential combination of central route website, peripheral route website and indirect experience had a better learning effect of product knowledge than ones exposing to the sequential combination of central route website, peripheral route website and direct experience. Customers with high degree of product involvement spent much time on the process of experience combination than those with low degree of product involvement. Customers with high degree of product involvement or low degree of product involvement were both resulted in different degrees of time distortion after exposing to different experience combinations. The different degrees of time distortion also affected customers’ learning effect of product knowledge. Customers with high degree of time distortion had a better learning effect of product knowledge than those with low degree of time distortion and had the worst learning effect of product knowledge in the sequential combination of central, peripheral and direct experience. When customers had high degree of time distortion, their brand attitude was affected by the different degrees of product involvement and the different types of experience combination. Customers with high degree of time distortion and low degree of product involvement, their brand attitude had been formed in the period of virtual experience, no matter what kind of experience they followed, their brand attitude will not be affected obviously; on the other hand, customers with high degree of time distortion and high degree of product involvement exposing to virtual experience then exposing to indirect experience will had a better brand attitude than those exposing to virtual experience then exposing to direct experience.

並列關鍵字

Time Distortion ； Product Involvement ； Virtual Experience ； Product Knowledge ； Brand Attitude

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