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| Title: | 研究虛擬實境對品牌推廣是否為有效的行銷工具 - 以故宮博物院為例
Is virtual reality an effective brand promotion tool? Using National Palace Museum as an example |
| Authors: | 邵家怡
Shao, Chia-Yi |
| Contributors: | 張欣綠
Chang, Hsin-Lu
邵家怡
Shao, Chia-Yi |
| Keywords: | 虛擬實境
虛擬實境體驗
博物館
依附-規避模型
品牌忠誠度
品牌-顧客關係
Virtual reality
Virtual reality experience
Museum
Attachment- aversion model
Brand loyalty
Brand-customer relationship |
| Date: | 2019 |
| Issue Date: | 2019-09-05 15:43:54 (UTC+8) |
| Abstract: | Virtual Reality (VR) is currently considered as a promising emerging information technology (IT) for businesses as it offers a new opportunity for brand marketing. As a result, a growing number of enterprises are applying VR to their brand development, and museums such as the National Palace Museum (NPM) are no exception. This study collaborates with the NPM in order to investigate whether VR is an effective communication medium for their brand.
We apply the attachment-aversion (AA) model to determine the type of stimulus provided by NPM`s VR products for the building of the AA relationship, and the effect of these products on NPM’s brand loyalty. Furthermore, we compare the VR effects across two types of relics (painting and calligraphy) and subsequently create four empirical models. Model 0 does not consider the difference in relics, while Model 1 focuses on paintings, and Model 2 focuses on calligraphies. Results confirm that VR experiences are related to brand assets, yet only enriching and enticing will lead to brand loyalty. Moreover, differences are observed in the brand asset performance of the three models, depending on the features of the VR installations.
Based on the analysis, we propose a strategy for the improvement of NPM’s current VR exhibition. The results of the study can be used as a reference when designing the new VR exhibition based on different relics. |
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| Description: | 碩士
國立政治大學
資訊管理學系
106356009 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106356009 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900816 |
| Appears in Collections: | [資訊管理學系] 學位論文
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