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題名：結論需求與組合順序對虛擬經驗組合之廣告效果影響
書刊名：電子商務研究
作者：耿慶瑞 引用關係／丁慧瑩／李武軒
作者(外文)：Keng, Ching-jui／Ting, Hui-ying／Lee, Wu-hsuan
出版日期：2012
卷期：10:2
頁次：頁121-144
主題關鍵詞：虛擬經驗；結論需求；組合順序；Virtual experience；Need for closure；Sequential combination；消費者；產品經驗；機械互動；人際互動；廣告效果
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:17
  • 點閱點閱:31
目前有關虛擬經驗的研究，多是在探討消費者在電腦中介環境下互動產生的機械虛擬經驗；而網站本身也提供了一個社交的環境，進而產生人際互動虛擬經驗。本研究將機械與人際二種互動模式所產生之虛擬經驗，搭配成八種不同組合，加上結論需求人格特質、經驗組合順序為干擾變項，探討廣告說服效果之影響。研究結果顯示，在高結論需求人格特質之下，「資訊人際+美感」經驗組合的廣告效果較好；結論需求低時，則以「社交人際+逃避現實」之組合較好。虛擬經驗組合在機械、人際順序不同時，對於消費者的廣告說服效果並無太大影響。
Recently, relevant research of virtual experience is mostly focusing on the machine interactivity in the computer-mediated environment (CME). However, websites offer a social environment produce the interpersonal interactivity. In this study, machine virtual experience and interpersonal virtual experience are combined and divided into eight groups. The effect of each group on the advertising persuasion for consumers is discussed. Furthermore, the need of closure and sequential combination of virtual experiences likely moderate the relationship between different machine and interpersonal virtual experiences and advertising effects. Analytical results indicates that consumers with a high degree of need for closure, the “information + aesthetics” virtual experience group has the greatest beneficial effect, whereas with a low degree of need for closure, the “social + escapism” virtual experience group has the greatest beneficial effect. Besides, the influence of sequential combination of virtual experience is not apparent.
期刊論文
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28.Klein, T.F.、Webster D.M.(2000)。Individual Differences in Argument Scrutiny as Motivated by Need for Cognitive Closure。Basic and Applied Social Psychology，22(2)，119-129。  new window
29.Fox, S.、Amichai-Hamburger, Y.、Evans, E.A.(2001)。The Power on Emotional Appears in Promoting Organizational Change Programs/Executive Commentary。The Academy of Management Executive，15(4)，84-95。  new window
30.Mandel, N.、Johnson, E.J.(2002)。When Web Pages Influence Choices: Effects of Visual Primes on Experts and Novices。Journal of Consumer Research，29(2)，235-245。  new window
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研究報告
1.耿慶瑞(2005)。網路虛擬與實體經驗順序組合對消費者學習與品牌關係之影響。  延伸查詢new window
學位論文
1.劉智華(2001)。網站體驗與上站忠誠度之關係研究--以資訊提供型網站為例(碩士論文)。中原大學。  延伸查詢new window
2.Raman, N.V.(1996)。Determinants of Desired Exposure to Interactive Advertising(碩士論文)。  new window
3.耿慶瑞(1999)。WWW互動廣告效果之研究(博士論文)。國立政治大學。new window  延伸查詢new window
4.呂源欽(2005)。時間扭曲與産品涉入對消費者經驗順序組合之學習效果影響。國立臺北科技大學。  延伸查詢new window
5.姚昭如(2005)。美學鑑賞程度與獨特性傾向對消費者經驗順序組合之學習效果影響。國立臺北科技大學。  延伸查詢new window
6.楊郁儀(2005)。觸覺需求與產品涉入對消費者經驗順序組合之學習效果與認知風險影響。國立臺北科技大學。  延伸查詢new window
7.Wu, G.M.(2000)。The role of perceived interactivity in interactive ad processing。  new window
8.Wooldridge, B.R.(1999)。The Impact of Communal Behaviors on the Judgment of Service Quality。  new window
圖書
1.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
2.Kruglanski, A.W.(1989)。Lay epistemics and human knowledge: Cognitive and motivational bases。New York。  new window
 
 
 
 
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