網路消費者經驗對消費延遲之影響

The Effect of Online Consumer Experience on Consumption Delay

曾佳芬(Chia-Fen Tseng)

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(2011年)

https://doi.org/10.6841/NTUT.2011.00565

摘要

本研究以資訊展露程度與外向性特質為干擾變數，探討不同網路消費者經驗時，其交互作用會對顧客經驗價值有何顯著的差異。本研究以網路消費者經驗《虛擬經驗、間接經驗》為主基礎理論，在實驗中探討網路消費者經驗、資訊展露高低頻率與人格特質外向性的最適組合，採用2x2x2實驗設計，探討可產生較佳顧客經驗價值的最適組合。研究結果發現：(a) 廣告內容為中度複雜網路消費者經驗之顧客經驗價值較佳；(b) 當資訊展露高頻率情況下，高外向性者觀看《3D專家型虛擬代言人》與低外向性者觀看《2D敘事型自我指涉》具有較佳顧客經驗價值(c)當資訊展露低頻率情況下，高外向性者觀看《3D專家型虛擬代言人》具有較佳顧客經驗價值。
此研究結果發現曝光效應的重要性，網路廣告接觸頻率愈多，與會使消費者產生好感，希冀能在實務上提供廠商明確的網路行銷策略，未來可以依照消費者個人高低外向性特質搭配資訊展露程度，以推出適合個人特質的商品網路廣告，以強化消費者對產品經驗價值，進而降低購後失調。

關鍵字

網路消費者經驗組合 ； 顧客經驗價值 ； 外向性 ； 頻率

並列摘要

In this research, we discuss the impact of different types of online consumer experience effects on customer value , using the degree of information exposure and the personal characteristics of extraversion as moderating variables.
Thefundamental basic theory employs a combination of online consumer experience with two different types of advertising. We adopt a 2(virtual experience, and indirect experience )×2(frequency：high, low)×2(extraversion：high, low) factorial design to discuss the optimum combination of customer value. Our results indicate that customer value is higher when: (a) the contents of the Ads are associated with medium level of complexity; (b) high frequency of information exposure and customer with high extraversion to see 3D Ads and expert avatar; and customer with low extraversion and to see 2D Ads and narrative self-reference. (c) low frequency of information exposure and customer with high extraversion to see 3D Ads and expert avatar
According to the level of consumer’s extraversion, the company can launch individual commodity internet advertising by expose the extent of information, which can not only strengthens consumer’s value but also lowering purchase dissonance.

並列關鍵字

Combination of Online Consumer Experience ； Customer value ； Extraversion ； Frequency

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