政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/125525

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/125525

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政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 > Item 140.119/125525

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題名:	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
作者:	邵家怡 Shao, Chia-Yi
貢獻者:	張欣綠 Chang, Hsin-Lu 邵家怡 Shao, Chia-Yi
關鍵詞:	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
日期:	2019
上傳時間:	2019-09-05 15:43:54 (UTC+8)
摘要:	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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描述:	碩士國立政治大學資訊管理學系 106356009
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0106356009
資料類型:	thesis
DOI:	10.6814/NCCU201900816
顯示於類別:	[資訊管理學系] 學位論文

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