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    題名: 重塑品牌價值：使用沉浸式科技創造融合體驗
    Reinventing Brand Value - Using Immersive Technology for Fusion Experiences
    作者: 陳聖棋
    Chen, Sheng-Chi
    貢獻者: 尚孝純
    Shang, Shari Shiaw-Chun
    陳聖棋
    Chen, Sheng-Chi
    關鍵詞: 品牌價值
    體驗價值
    融合體驗
    沉浸式科技
    Brand Value
    Experiential Value
    Fusion Experience
    Immersive Technology
    日期: 2024
    上傳時間: 2024-02-01 10:55:58 (UTC+8)
    摘要: 創造顧客體驗是品牌價值建立中具有重要意義。沉浸式科技運用虛擬實境(VR)、擴增實境(AR)、混合實境(MR)等先進技術，建構出一個不同於現實世界的虛擬環境，沉浸式科技具備的傳遞共情、參與、在場感、互動、共生、角色擁有等特性，為顧客提供獨特的融合體驗。透過運用沉浸式科技，品牌得以為顧客創造情感、認知、感受、行為、技術以及社交方面的體驗價值，進而對品牌價值產生影響。
    本研究旨在試圖建立一個架構，以闡釋沉浸式科技如何應用於創造顧客的融合體驗，進而重塑品牌價值。透過多個案分析的研究方法來修正和強化所提出架構在產業的適用性，確保研究結果的有效性。研究顯示，品牌在採用沉浸式科技時，能夠運用策略並巧妙結合戰術，可以更有效地引導顧客穿越營銷漏斗，縮短顧客從品牌意識到購買的決策過程，進而加速產生對品牌價值的影響。研究結果將可以做為制訂未來品牌價值提升策略的參考。
    Creating the value of customer experience is important in establishing brand value. Immersive technology creates a virtual environment different from the real world through virtual reality (VR), augmented reality (AR), mixed reality (MR) or other technologies to deliver the characteristics of empathy, involvement, presence interactivity, embodiment, and expression to provide customers with fusion experiences. Brands adopt immersive technology to generate affective, cognitive, sensory, behavioral, technological, and social value for customers, thereby enhancing their brand value.
    This research tries to provide a framework explaining how immersive technology can be used to generate a fusion experience that can reinvent brand value. By using a multiple case study method, this study attempts to verify the applicability of the proposed framework and ensure the effectiveness of the research results. Furthermore, the study observed that brands combine tactics when adopting immersive technologies, brands can more effectively guide customers through the marketing funnel, shorten the customers' decision-making process from brand awareness to purchase, and accelerate the impact on brand value. It is hoped that this framework can be used as a reference for future brand value enhancement strategies.
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    描述: 博士
    國立政治大學
    資訊管理學系
    102356503
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    顯示於類別:[資訊管理學系] 學位論文

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