The Impact of Need for Touch and Product Involvement on the Learning Effect and Perceived Risk of the Sequential Combination of Consumer Experiences

• Main Authors: Yu-I Yang, 楊郁儀
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/v4bs8x

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 93 === According to vividness, interactivity, telepresence and persuasion routes, the study divided virtual experience website into four types, which were education, aesthetic, entertainment and escapism. Then conducted experiment method to investigate the impact of the combination of four types of virtual experience and direct or indirect experience on learning effect and percevied risk. When consumers with differnet degree of NFT, their cognitions to evaleuate product was different. When consumers with differnet degree of product involvement, their ways to search information and selection persusion route was different. Therefore, my research takes NFT and product involvement as moderators. As the result of the experience, we found escapism experience in combination with indirect experience have the highest impact on learning effect and percevied risk. There existed an interaction between NFT and the sequential combination of consumer experience on learning effect and percevied risk. The product involvement and the sequential combination of consumer experience on learning effect and percevied risk also existed an interaction.