政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/153341
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 113656/144643 (79%)
造访人次 : 51716393      在线人数 : 599
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/153341


    题名: 以體驗行銷模組及價值、購買意圖及腦波評估線上擴增實境試妝與線下實體試妝對消費者影響之差異
    Differentiating Consumer Influence between Online AR Makeup and Offline Makeup Trials: An Examination through Experiential Marketing Modules and Value, Purchase Intent, and EEG Evaluation
    作者: 黃加琪
    Wong, Ka Ki
    贡献者: 陳聖智
    簡士鎰
    Chen, Sheng-Chih
    Chien, Shih-Yi James
    黃加琪
    Wong, Ka Ki
    关键词: 擴增實境
    實體試妝
    體驗行銷
    購買意圖
    腦波評估
    Augmented Reality,
    Physical Makeup Trial
    Experiential Marketing
    Purchase Intention
    EEG Assessment
    日期: 2024
    上传时间: 2024-09-04 14:50:36 (UTC+8)
    摘要: 隨著科技的進步，擴增實境（AR）已經逐漸成為消費者體驗行銷的重要工具。本研究旨在探討線上擴增實境試妝與線下實體試妝對消費者的影響差異。通過結合體驗行銷模組及價值、購買意圖以及腦波評估的方法，本研究分析了不同試妝方式對消費者的影響。
    研究結果顯示，消費者在選擇試妝體驗時存在明顯的偏好差異，大多數受測者仍偏好實體試妝體驗。通過訪談，我們發現消費者對於不同試妝體驗的偏好主要取決於他們對色差的接受程度。選擇能接受色差問題的受測者在腦波分析中顯示，她們在試妝過程中主要關注的很大程度可能是口紅顏色是否適合自己的整體面部效果，而不是線上與線下試妝口紅顏色的實際差距。基於此發現，本研究建議線上AR試妝體驗的未來發展可以進一步優化顏色展示功能。除了改善色差問題外，還應考慮如何更好地展示化妝品顏色與消費者面部的適配性。例如，針對不同膚色、深淺度甚至開發口紅疊擦效果的功能，可以更好地滿足消費者在試妝時的需求，增加線上試妝體驗的變化與趣味性。
    總結來說，線上擴增實境試妝和線下實體試妝各有其優勢和不足，企業在進行體驗行銷時應該根據目標消費者的需求和偏好選擇適當的試妝方式，以最大化行銷效果。
    With the advancement of technology, Augmented Reality (AR) has become an important tool in experiential marketing. This study explores the differences in consumer impacts between online AR makeup trials and offline physical makeup trials. By integrating experiential marketing models, perceived value, purchase intentions, and EEG assessments, this study analyzes the impact of different makeup trial methods on consumers.
    Results show that consumers have distinct preferences for makeup trial experiences, with the majority preferring offline trials. Interviews revealed that consumer preferences depend mainly on their acceptance of color discrepancies. EEG analysis of participants who accepted color discrepancies indicated they focused on whether the lipstick color suited their overall appearance rather than the actual color difference. We suggest future online AR makeup trial developments should optimize color display functionalities. This includes improving color discrepancies and better showcasing cosmetic compatibility with consumers' faces. Features for different skin tones and layered lipstick effects can enhance online makeup experiences.
    In summary, online AR and offline makeup trials have unique advantages and disadvantages. Companies should choose the appropriate method based on target consumers' needs and preferences to maximize marketing effectiveness.
    參考文獻: 參考文獻
    吳明隆（2009）。SPSS 操作與應用問卷統計分析實務。五南圖書。
    林佳穎、邱美虹、林佳弘（2021）。擴增實境在科學教育的研究趨勢：2005～2017 年學術文獻回顧。科學教育月刊7月，440，2-17。
    邱品蓉（2022）。虛擬試妝征服線上銷售戰場！萊雅大增2成年輕客群，他們為何超愛摸不到的產品？。https://www.bnext.com.tw/article/69112/beautytech?
    邱奕豪（2005）。消費者體驗對體驗價值、顧客滿意度、行為意向影響之研究-以中友百貨為例（未出版碩士論文）。朝陽科技大學。
    侯冠州（2023）。蘋果首款AR裝置「Vision Pro」終於問世！售價破十萬台幣。
    施詠心（2023）。AR線上試妝對消費者知覺價值與購買意圖之影響（未出版碩士論文）。國立雲林科技大學。
    洪偲瑜（2023）。體驗行銷、顧客滿意度、購買意圖、體驗價值、情緒反應與顧客服務整合之研究–以小米為例（未出版碩士論文）。國立嘉義大學。
    胥佩君（2022）。以使用性評估探討擴增實境結合電子商務於不同媒介之消費者體驗（未出版碩士論文）。國立高雄科技大學。
    張樹安（2011）。3D擴增實境應用於行動導覽之研究（未出版碩士論文）。國立政治大學。
    郭昱男（2022）。探討擴增實境行銷應用於零售商品之購買意圖-以臺北捷運為例（未出版碩士論文）。國立臺北科技大學。
    陳妏琳（2023）。體驗行銷、顧客知覺價值與購買意圖關聯性之研究（未出版碩士論文）。國立高雄師範大學。
    陳南淇、馬君萍、吳子揚（2022）。遊客體驗價值, 滿意度與幸福感之研究。運動與遊憩評論，(10)，79-91。
    陳簾予（2004）。體驗品質對情緒、價值、體驗滿意度、承諾及行為意圖影響之研究-以台灣現代戲劇演出為例（未出版碩士論文）。輔仁大學。
    彭新（2020）。年度AR/VR趋势报告出炉：2020是商用关键一年，任务依然艰巨。
    童韋詠（2019）。以溝通模式檢視AR運用於博物館展示之成效─以國立自然科學博物館「超‧實境－虛擬時空奇幻歷險展」為例（未出版碩士論文）。國立臺南藝術大學。
    黃映瑀（2005）。體驗行銷、體驗價值、顧客滿意、品牌形象與行為意向關係之研究（未出版碩士論文）。大葉大學。
    黃淑停（2023）。UNIQLO永續發展下之體驗行銷對顧客滿意度與忠誠度影響性研究-以體驗價值為中介變項（未出版碩士論文）。銘傳大學。
    楊育程（2023）。體驗行銷對社群認同與支持行為影響之研究─以某美容品牌為例（未出版碩士論文）。嘉南藥理大學。
    廖珮彣（2015）。體驗行銷、體驗價值與顧客忠誠度關係之研究─以薰衣草森林為例（未出版碩士論文）。東吳大學。
    趙立平（2017）。網站體驗行銷與體驗價值對品牌態度及購買意圖之影響—以ZARA購物網站為例（未出版碩士論文）。東吳大學。
    劉昱謙（2011）。PayEasy購物網站體驗價值對信任程度、網路口碑意願及購買意圖相關性之研究（未出版碩士論文）。輔仁大學。
    劉庭瑄（2021）。擴增實境輔助產品資訊呈現對購買意圖影響之研究（未出版碩士論文）。大同大學。
    蔡寧鄉（2022）。AR基礎產品呈現對顧客知覺價值與惠顧意願之影響（未出版碩士論文）。輔仁大學。
    鍾榮峰（2016）。Pokemon Go下載破億 每天賺進千萬美元。 https://www.cna.com.tw/news/afe/201608030112.aspx.
    簡彩完、黃長發（2010）。主題樂園遊客體驗價值、顧客滿意度及休閒效益相關之研究。臺灣體育運動管理學報，10，1-37。
    Arplanet. (2019). Google以擴增實境打造全新互動廣告體驗MAC Cosmetics為首次推出AR Beauty. https://www.arplanet.com.tw/trends/artrends/googlearbeauty/
    Lee, C.-M., Tzeng, S.-Y., & Wan, W.-L. (2021). 消費者選擇擴增實境產品之關鍵因素. 管理研究學報, 21, 33-78.
    Profiles, K. (2020). 全球產業個體轉變追蹤研究報告. https://zh-tw.facebook.com/business/news/micro-shifts-insights-for-retail-in-taiwan
    Foxall, G. R., Goldsmith, R. E., & Brown, S. (2004). 消費心理學. https://books.google.com.tw/books?id=32_nzgEACAAJ
    Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Customer Behavior: Consumer Behavior and Beyond. Dryden Press.https://books.google.com.tw/books?id=_53ZQwAACAAJ
    statementdog. (2019). (SNAP) 2019 Q2 法說會逐字稿.

    英文文獻
    Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277.
    Ajzen, I., & Fishbein, M. (1977). Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin, 84, 888-918.
    Akçayır, M., & Akçayır, G. (2017). Advantages and challenges associated with augmented reality for education: A systematic review of the literature. Educational Research Review, 20, 1-11.
    Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep learning for EEG-based preference classification in neuromarketing. Applied Sciences, 10(4), 1525.
    Alves da Silva Lima, S. (2019). The Little Male Secret: Analysis about the male self-concept related to the consumption of beauty products. (Doctoral dissertation, Dublin. National College of Ireland).
    Arksey, H., & Knight, P. T. (1999). Interviewing for social scientists: An introductory resource with examples. Sage.
    Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
    Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120-141.
    Barrick, L. (2020). Interviews: In-depth, semistructured.
    Belina, A. (2022). Semi-structured interviewing as a tool for understanding informal civil society. Voluntary Sector Review, 20 (20), 1–17.
    Bendjebbara, I. (2022). The effect of virtual experiential marketing determinants on purchase intention in the Algerian hospitality sector. Journal of Economic and Financial Research, 9, 924-947.
    Bimber, O., & Raskar, R. (2006). Modern approaches to augmented reality. In Acm siggraph 2006 courses (pp. 1-es).
    Bolderston, A. (2012). Conducting a research interview. Journal of medical imaging and radiation sciences, 43(1), 66-76.
    Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of marketing, 55(1), 1-9.
    Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
    Büchner, A., Micheli, G., Gottwald, J., Rudolph, L., Pantförder, D., Klinker, G., & Vogel-Heuser, B. (2022). Human-centered Augmented Reality Guidance for Industrial Maintenance with Digital Twins: A Use-Case Driven Pilot Study. 2022 IEEE International Symposium on Mixed and Augmented Reality Adjunct (ISMAR-Adjunct), 74-76, IEEE.
    Camps-Ortueta, I., Deltell-Escolar, L., & Blasco-López, M.-F. (2021). New technology in Museums: AR and VR video games are coming. Communication & Society, 193-210.
    Chen, J.-S., & Liu, C. (2006). Virtual experimential marketing on online purchase intention. Proceedings of the 11th Annual Conference of Asia Pacific Decision Sciences Institute Hong Kong, 14-18.
    Chen, L. (2023). Mobile Fighter Plane Game Manipulation: Touch-based Method vs. Camera-Based Method. 2023 9th International Conference on Systems and Informatics (ICSAI), 1-5, IEEE.
    Chen, P., Liu, X., Cheng, W., & Huang, R. (2017). A review of using Augmented Reality in Education from 2011 to 2016. Innovations in Smart Learning, 13-18.
    Cherian, K. M., Kurian, S., & Ramanathan, H. N. (2023). Impact of technology-evoked mental imagery on brand personality and brand association for beauty brands among women in India. Journal of Telecommunications and the Digital Economy, 11(2), 212-232.
    Custidio, P. (2010). Use of EEG as a Neuroscientific Approach to Advertising. Instituto Superior Tecnico, Universidade Tecnica De Lisboa, Lisboa.
    de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., & Mahr, D. (2020). Seeing with the customer’s eye: Exploring the challenges and opportunities of AR advertising. Journal of Advertising, 49(2), 109-124.
    Deighton, J., & Grayson, K. (1995). Marketing and seduction: Building exchange relationships by managing social consensus. Journal of Consumer Research, 21(4), 660-676.
    Dethe, H. S., & Joy, E. (2023). Revolutionizing E-commerce with 3D Visualization: An Experimental Assessment of Behavioural Shopper Responses to Augmented Reality in Online Shopping. 2023 4th International Conference for Emerging Technology (INCET), 1-6, IEEE.
    Dubois, E., & Nigay, L. (2000). Augmented reality: which augmentation for which reality? Proceedings of DARE 2000 on Designing augmented reality environments.
    Edwards, R., & Holland, J. (2013). What is qualitative interviewing? Bloomsbury Academic.
    Erdmann, A., Mas, J. M., & Arilla, R. (2023). Value‐based adoption of augmented reality: A study on the influence on online purchase intention in retail. Journal of Consumer Behaviour, 22(4), 912-932.
    Fiore, A. M., Kim, J., & Lee, H.-H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53.
    Fornerino, M., Helme-Guizon, A., & Gotteland, D. (2008). Movie consumption experience and immersion: impact on satisfaction. Recherche et Applications en Marketing, 23(3), 99-110.
    Gabriel, A., Ajriya, A. D., Fahmi, C. Z. N., & Handayani, P. W. (2023). The influence of augmented reality on E-commerce: A case study on fashion and beauty products. Cogent Business & Management, 10(2), 2208716.
    Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
    Golnar-Nik, P., Farashi, S., & Safari, M.-S. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior, 207, 90-98.
    Grindsted, A. (2005). Interactive resources used in semi-structured research interviewing. Journal of Pragmatics, 37(7), 1015-1035.
    Han, S., Yoon, J.-H., & Kwon, J. (2021). Impact of experiential value of augmented reality: The context of heritage tourism. Sustainability, 13(8), 4147.
    Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability. Journal of Retailing, 95(2), 94-114.
    Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905.
    Hilken, T., Heller, J., Keeling, D. I., Chylinski, M., Mahr, D., & de Ruyter, K. (2022). Bridging imagination gaps on the path to purchase with augmented reality: Field and experimental evidence. Journal of Interactive Marketing, 57(2), 356-375.
    Hoffman, D. L., & Novak, T. P. (2009). Flow online: lessons learned and future prospects. Journal of Interactive Marketing, 23(1), 23-34.
    Holbrook, M. B. (1999). Consumer value. A framework for analysis and research.
    Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.
    Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. Perceived Quality, 31(2), 31-57.
    Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140. http://www.jstor.org/stable/2489122
    Huang, T.-L., & Hsu Liu, F. (2014). Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82-109.
    Huang, T.-L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15, 269-295.
    Huizinga, J., & Iudens, H. (1955). A study of the Play Element in Culture. Boston: Beacon.
    Iisnawati, I., Marwa, T., Shihab, M. S., Yuliani, Y., Yunita, D., & Daud, I. (2023). Could the Implementation of Augmented Reality Influence Consumers’ Purchase Intention in E-Commerce?. Jurnal Manajemen dan Kewirausahaan, 11(1), 12-19.
    Jahromi, N. M., Adibzadeh, M., & Nakhae, S. (2015). Examination the interrelationships experiential marketing, experiential value, purchase behavior and their impact on customers loyalty (case study: customers of hormoz hotel in bandar-e-abbas). Journal of Marketing and Consumer Research, 12, 73-87.
    Jin, B., Lee, Y. K., & Kwon, S. H. (2007). Dimensions of experiential value: Is it the same across retail channels?. Journal of Global Academy of Marketing Science, 17(4), 223-245.
    Jung, S., & Lee, H. (2019). Experiential marketing case analysis of online shopping mall using VR, AR. Journal of the Korean Society Design Culture, 25(3), 393-402.
    Kang, H. J., Shin, J.-h., & Ponto, K. (2020). How 3D virtual reality stores can shape consumer purchase decisions: The roles of informativeness and playfulness. Journal of Interactive Marketing, 49(1), 70-85.
    Khan, I., & Rahman, Z. (2014). Influence of experiential marketing on customer purchase intention: A study of passenger car market. Management and Labour Studies, 39(3), 319-328.
    Kong, W., Zhao, X., Hu, S., Vecchiato, G., & Babiloni, F. (2013). Electronic evaluation for video commercials by impression index. Cognitive neurodynamics, 7, 531-535.
    Kusuma, A. A. (2013). Pengaruh experiental marketing terhadap repurchase intention melalui experiental value pada maskapai penerbangan Garuda Indonesia di Surabaya [CD-ROM] Widya Mandala Catholic University Surabaya].
    Lee, H., Xu, Y., & Li, A. (2020). Technology visibility and consumer adoption of virtual fitting rooms (VFRs): a cross-cultural comparison of Chinese and Korean consumers. Journal of Fashion Marketing and Management: An International Journal, 24(2), 175-194.
    Lewis, E. S. E. M. (1897). Printing and publicity problems. The Inland Printer.
    LI, L., Yuan, Y., Peng, Z., Cai, H., & Wang, J. (2023). Connections Can Make a Difference: Understanding Ev Owners’ Motivations for Agreeing to Share Their Hcss Through a Mixed Methods Approach Study. Available at SSRN 4455898.
    Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆. Journal of Retailing, 77(1), 39-56.
    Milgram, P., Takemura, H., Utsumi, A., & Kishino, F. (1995). Augmented reality: A class of displays on the reality-virtuality continuum. Telemanipulator and Telepresence Technologies, 2351, 282-292.
    MindshareUK., N.-I. (2018). Zappar mindshare layered report. https://d2j4z507ms5wl7.cloudfront.net/zappar_mindshare-layered-report.pdf
    Morrison, D. G. (1979). Purchase intentions and purchase behavior. Journal of Marketing, 43(2), 65-74.
    Nigam, D. A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach. Paradigm, 16(1), 70-79.
    Norris, C. L., Russen, M., & Taylor Jr, S. (2023). Expanding the experiential value scale to predict independent restaurant dining intent. Journal of Hospitality and Tourism Insights, 6(2), 613-631.
    Norris, R. (1941). The Theory of Consumer’s Demand. New Haven CT: Yale Satisfaction Decision. Journal of Marketing Research, 17, 460-469.
    Oliver, R. L. (2002). Value as excellence in the consumption experience. In Consumer value (pp. 59-78). Routledge.
    Oppenheim, A. N. (2000). Questionnaire design, interviewing and attitude measurement. Bloomsbury Publishing.
    Papagiannakis, G., Singh, G., & Magnenat‐Thalmann, N. (2008). A survey of mobile and wireless technologies for augmented reality systems. Computer Animation and Virtual Worlds, 19(1), 3-22.
    Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912.
    Pasalidou, C., Fachantidis, N., & Orfanidis, C. (2023). Utilizing Augmented Reality and Mobile Devices to Support Robotics Lessons. International Conference on Remote Engineering and Virtual Instrumentation, 491-503.
    Perannagari, K. T., & Chakrabarti, S. (2019). Factors influencing acceptance of augmented reality in retail: insights from thematic analysis. International Journal of Retail & Distribution Management, 48(1), 18-34.
    Philip, K. (2003). Marketing Management, International edition. In: Prentice Hall, New York, USA.
    Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy (Vol. 76). Harvard Business Review Press Cambridge, MA, USA.
    Pozharliev, R., De Angelis, M., & Rossi, D. (2022). The effect of augmented reality versus traditional advertising: a comparison between neurophysiological and self-reported measures. Marketing Letters, 33(1), 113-128.
    Qin, P., & Xu, Y. (2020). Research on the Mechanism of Virtual Experiential
    Marketing to Consumer Behavior. 2020 5th International Conference on Economics Development, Business & Management (EDBM 2020) UK, 267-272.
    Romano, B., Sands, S., & Pallant, J. I. (2021). Augmented reality and the customer journey: an exploratory study. Australasian Marketing Journal, 29(4), 354-363.
    Ryokai, K., & Agogino, A. (2013). Off the paved paths: Exploring nature with a mobile augmented reality learning tool. International Journal of Mobile Human Computer Interaction (IJMHCI), 5(2), 21-49.
    Saleem, M. F., Asim, M., & Chandio, J. A. (2022). Effect of augmented reality advertising on purchase intention. Journal of Marketing Strategies, 4(1), 157-172.
    Schmid, J. (1998). The eight commandments of design. Catalog Age, 15(January), 57-60.
    Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496
    Schmitt, B. (2009). The concept of brand experience. In (Vol. 16, pp. 417-419): Springer.
    Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of marketing Research, 25-61.
    Statista. (2023). Retail e-commerce revenue in the United States from 2017 to 2027.
    Tjahjaningsih, E., Ningsih, D. H. U., & Utomo, A. P. (2020). The effect of service quality and product diversity on customer loyalty: The role of customer satisfaction and word of mouth. The Journal of Asian Finance, Economics and Business, 7(12), 481-490.
    Tsao, C.-C., Tang, C.-Y., Chang, Y.-W., Sung, Y.-H., Chien, S.-Y., & Lin, S.-Y. (2023). The Influence of a Robot Recommender System on Impulse Buying Tendency. Companion of the 2023 ACM/IEEE International Conference on Human-Robot Interaction, 672-676.
    Van Krevelen, D., & Poelman, R. (2010). A survey of augmented reality technologies, applications and limitations. International Journal of Virtual Reality, 9(2), 1-20.
    Vecchiato, G., Astolfi, L., Tabarrini, A., Salinari, S., Mattia, D., Cincotti, F., Bianchi, L., Sorrentino, D., Aloise, F., & Soranzo, R. (2010). EEG analysis of the brain activity during the observation of commercial, political, or public service announcements. Computational intelligence and neuroscience, 2010.
    Vecchiato, G., Toppi, J., Astolfi, L., De Vico Fallani, F., Cincotti, F., Mattia, D., Bez, F., & Babiloni, F. (2011). Spectral EEG frontal asymmetries correlate with the experienced pleasantness of TV commercial advertisements. Medical & Biological Engineering & Computing, 49, 579-583.
    Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.
    Verna, P. (2022). Retail media ad spending forecast 2022.
    Vongurai, R. (2021). Factors influencing experiential value toward using cosmetic AR try-on feature in Thailand. Journal of Distribution Science, 19(1), 75-87.
    Wagner, D., & Schmalstieg, D. (2009). History and future of tracking for mobile phone augmented reality. 2009 International Symposium on Ubiquitous Virtual Reality, 7-10. IEEE.
    Weretecki, P., Greve, G., & Henseler, J. (2021). Experiential value in multi-actor service ecosystems: scale development and its relation to inter-customer helping behavior. Frontiers in Psychology, 11, 593390.
    Wibisono, N., & Yahya, E. S. (2019). The role of experiential marketing towards satisfaction and reintention to visit a tourist destination. Journal of Tourism & Sports Management, 1(1), 1-14.
    Windasari, N. A. S., & Halim Budi. (2022). Augmented Reality Experiential Marketing in Beauty Product: Does it Differ from Other Service Touchpoints. Jurnal Sistem Informasi (Journal of Information System), 18(2), 50-67.
    Winik, M. (2022). 2022 Industry Benchmarks to Boost Your eCommerce Strategy. https://www.similarweb.com/corp/zh-tw/blog/ecommerce-zh-tw/ecommerce-benchmarks-metrics/
    Yanto, B. T., Lindawati, T., & Pradana, D. W. (2020). Experiential Marketing And Experiential Value, How Does It Impact On Consumer Repurchase Intentions. Rima-Research In Management And Accounting, 3(1), 34-42.
    Yılmaz, B., Korkmaz, S., Arslan, D. B., Güngör, E., & Asyalı, M. H. (2014). Like/dislike analysis using EEG: determination of most discriminative channels and frequencies. Computer Methods and Programs in Biomedicine, 113(2), 705-713.
    Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
    Zhang, Y., & Han, H. (2023). The Design Strategy of AR-Based Travel Experience in the Post-pandemic Era–An Exploratory Case Study in China. International Conference on Human-Computer Interaction, 355-363.
    描述: 碩士
    國立政治大學
    數位內容碩士學位學程
    110462019
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110462019
    数据类型: thesis
    显示于类别:[數位內容碩士學位學程] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML66检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈