從先前經驗來看多重感官對心理模擬過程之研究

當網購已成消費趨勢，賣家絞盡腦汁拍攝美麗的照片，吸引消費者目光，甚至已到達照片與實物不符的情況，讓消費者有退貨的念頭，所以讓多年來一直在衰落的購物中心透過專注於客戶體驗，娛樂，技術和設計來重塑自我（McKinsey, 2014）。同時，亞馬遜，Bonobos 和 Wendy Parker 等以前的線上零售商開設了實體店，專注於客戶參與和體驗價值。而體驗價值包含許多，其中感官體驗是最重要的一環。感官體驗（例如，視覺，觸覺，嗅覺等）不自覺地影響人們的思想和行為（Lee and Schwarz, 2012）。因此需要進一步調查消費者觸摸產品需求的決定因素和後果。本研究將透過實驗以實地研究方法來進行驗證，在消費者的先前經驗下探討多重感官、心理模擬之影響進行研究，再進一步加入涉入程度和消費者的心理表現來探討消費者購買意願。

關鍵字

先前經驗；多重感官；心理模擬；涉入程度；消費者心理表現（具體思考者v.s抽象思考者）；購買意願

並列摘要

When online shopping has become a consumer trend, sellers have racked their brains to take beautiful photos, attract consumers' attention, and even have reached the situation where the photos are inconsistent with the real thing, so that consumers have the idea of returning goods, so that the shopping malls that have been declining for years have passed through. Focus on customer experience, entertainment, technology and design to reinvent yourself （McKinsey, 2014）. At the same time, former online retailers such as Amazon, Bonobos and Wendy Parker opened physical stores that focused on customer engagement and experience value. The value of experience includes many, and the sensory experience is the most important part. Sensory experiences （eg, vision, touch, smell, etc.） unconsciously influence people's thoughts and behaviors （Lee and Schwarz, 2012）. Therefore, it is necessary to further investigate the determinants and consequences of consumer demand for touch products. This research will be verified by experiments using field research methods. Under the previous experience of consumers, the effects of multiple sensory and psychological simulations will be explored, and the degree of involvement and the psychological performance of consumers will be further explored to explore consumers' willingness to purchase.

並列關鍵字

Prior Experience ； Multi-layered Sense ； Mental simulation ； Involvement ； Consumer’s mental representation（abstract v.s concrete）； Purchase intention