- 學位論文
美學鑑賞程度與獨特性傾向對消費者經驗順序組合之學習效果影響
The Impact of Centrality of Visual Product Aesthetics and Desire for Unique Consumer Products on the Learning Effect of the Sequential Combination of Consumer Experiences
摘要
隨著消費者經濟所得增加，消費者願意花較多的所得在精神生活上，而藉由網路媒體技術產生的虛擬經驗可讓消費者有不同體驗，以滿足消費者追求精神上的滿足為目的的享樂型或是感性體驗。而透過研究證實虛擬經驗確實比間接、直接經驗產生較高的學習效果，並且發現暴露在虛擬再直接或間接經驗會有較好的學習效果。不過此篇並未針對不同的虛擬經驗去進行探討，事實上社群、個人化、訴求方式、背景也會對消費者學習有影響。因此本研究期望以不同虛擬經驗搭配間接、直接經驗順序組合，進行學習效果分析。 由於消費者經驗是呈現產品設計與鑑賞的重要工具，因此美學鑑賞程度的差異會造成對不同的經驗有不同的美感差異；不同獨特性傾向的消費者對不同經驗的組合類型產生不同獨特經驗感受，因此產生學習效果的差異，因此本研究將獨特性傾向與美學鑑賞程度納入干擾因素。 而研究結果顯示，針對不同美學鑑賞程度與獨特性傾向的消費者，在某些不同的經驗順序組合之學習效果有干擾作用。而且針對不同的消費者，本研究找出最佳的學習效果之經驗順序組合。因此，實務界可以針對不同的市場區隔，提供對其最佳之學習效果的經驗順序組合，以提供不同的行銷策略，達到企業利潤之最大化。
並列摘要
The virtual product experience has the impact on consumer behavior as a first order effect prior to exposure from advertising or product trial. But the research didn’t focus on the kind of virtual experience. Hence my research explores the impact of four kind of experience in combination with indirect and direct experience on learning effect. Between high and low CVPA consumers in product-design-related evaluations and behaviors have important differences. Because consumer experience can appear different aesthetics design. Therefore, my research takes CVPA as moderator. In addition, consumer with high DUCP likes to pursue unique product, service and experience. And the scarcity of product increases attention and purchase behavior. Owing to different experience can let consumer have unique experience, and then increase learning effect. Hence, my researches also take DUCP as moderator. Overall, the results suggest aesthetics and escape experience in combination with indirect experience have the greatest impact on learning effect. Besides, my research finds the differences of CVPA and DUCP consumer in the different experience exposure of learning effect. Firms can take results as marketing tools to increase profit.