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Title:	體驗型商品之顧客購買意圖：以HTC VIVELAND為例 Exploring the Influence of Purchasing Intention of Experiential Product：A Case of HTC VIVELAND
Authors:	莊涴婷 Chung, Wo-Ting
Contributors:	別蓮蒂 Bei, Lien-Ti 莊涴婷 Chung, Wo-Ting
Keywords:	體驗模組體驗價值消費者行為意向購買意圖 The strategic experiential models Experiential value Customer satisfaction Behavior intention
Date:	2018
Issue Date:	2018-10-01 12:22:35 (UTC+8)
Abstract:	在虛擬實境快速發展的時代，也發展出虛擬實境線下體驗店之遊樂場域，而在許多娛樂選擇中，虛擬實境體驗要如何以較高的消費單價獲得消費者的青睞，而消費者又是體認到何種體驗價值進而選擇購買或是展現正向的的行為意向，即促成本研究以「體驗價值」為研究主題本研究以宏達電子（HTC）之虛擬實境現下遊樂場域VIVELAND之消費者為探討對象，問卷調查253位消費者，利用迴歸分析說明其體驗模組與體驗價值、行為意向及購買意圖間之關係及相互影響的作用，希望能透過實證，驗證其中之關聯模式。本研究獲得結論如下：一、體驗模組之感官體驗、情感體驗以及行動體驗對於體驗價值有正向且顯著關係，其中以行動體驗對美感價值之影響最大二、體驗價值對顧客滿意具有正向且顯著關係，其中以美感價值影響最大三、體驗價值對推薦意願及再購意願具有正向且顯著關係，其中以美感價值對推薦意願影響最大，而趣味性價值對再購意願影響最大四、顧客滿意對推薦意願及再購意願亦有正向顯著關係五、體驗價值於體驗模組與行為意向間具有完全顯著之中介效果，體驗價值於體驗模組及顧客滿意間具有部分顯著之中介效果，顧客滿意於體驗價值與行為意向間具有部分顯著之中介效果 In the rapid development of virtual reality, it develop a VR arcade which provide people VR experience for entertainment. Among many entertaining choice, how can virtual reality experience earning people’s preference in higher price. What kind of experience to make customer purchace or act positive behavior intention. This subject of study was “experience value” in HTC VIVELAND. 253 customers surveyed by questionnaire. Using regression analysis to analyze the relationship among the Strategic Experiential Models, experiential value, customer satisfaction and behavior intention. The results showed that: (1) The Strategic Experiential Models“Sense”, “Feel” and “Act”, all resulted positive effect to experiential value, further highest effect of affect to Aesthetics was Act. (2) The three dimension of experiential value resulted direct and positive effect to customer satisfaction as well, the Aesthetics has highest value of affect. (3) The three dimension of experiential value resulted direct and positive effect to behavior intention as well, the Aesthetics and Playfulness has highest value of affect. (4) The customer satisfaction resulted direct and positive effect to behavior intention as well. (5)The experiential value has the full different impacts on the Strategic Experiential Models and behavior intention. The experiential value has the partially different impacts on the Strategic Experiential Models and customer satisfaction. The customer satisfaction has the partially different impacts on the experiential value and behavior intention.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 1053630952
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G1053630952
Data Type:	thesis
DOI:	10.6814/THE.NCCU.MBA.077.2018.F08
Appears in Collections:	[MBA Program] Theses

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