本研究依照ELM模式和遙距臨場感這兩個構面,將機械虛擬經驗的類型區分為四種,分別為美感經驗、娛樂經驗、教育經驗以及避避現實經驗,並根據人際互動程度,將人際虛擬經驗區分為社交經驗和資訊經驗兩種,組合順序則分為先觀看機械經驗和先觀看人際經驗兩種;因此,機械虛擬經驗和人際虛擬經驗可搭配出8種虛擬經驗組合。 由於主觀產品知識的不同會造成消費者在資訊搜尋與說服路徑的選擇上有所差異,人際影響敏感度則會造成消費者對資訊感受程度上的差異,且組合順序也會對廣告效果有所影響,因此本研究欲利用這三項因素作為干擾變數,探討此三變數是否會對不同經驗組合對廣告效果產生交互作用。 研究結果顯示,主觀產品知識與人際影響敏感度分別在不同的經驗組合下產生不同程度的干擾作用。而且人際影響敏感度、組合順序和品牌態度廣告效果和購買意圖廣告效果會產生交互作用,但在產品知識廣告效果則沒有交互作用。因此,在實務的應用上,可以針對不同的市場區隔,提供對其最佳之廣告效果的經驗組合順序,以達到企業利潤之最大化。
There are two types of virtual experience – mechanical virtual experience and personal virtual experience in this study. My research will be tested the impact of consumer exposure to different personal and machine experience on advertisement effect. Furthermore, the product knowledge, consumer susceptibility to interpersonal influence, and the experience sequential combination may moderate the relationship between different combination types of personal and machine virtual experiences and advertisement effect. As the result of the experience, we found that the differences of product knowledge and consumer susceptibility to interpersonal influence consumer in the different experience have different of advertisement effect. The consumer susceptibility to interpersonal influence and the sequential combination of the virtual experience on advertisement effect of brand attitude and purchase intention also existed an interaction.