| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === The research based on the EKB model which we found that every stage would be moderated by some factors, and come up with “Delay.” There are two types of delay: delay of purchase, and delay of consumption.
The research focuses on the effect of delay of purchase and delay of consumption to customer experiential value, which moderated by virtual experience consumer. In this research, we also discuss delay to purchase and delay to consumption individually, and add product knowledgement and sensitivity of interpersonal influence.
The result found out that both delay to purchase and delay to consumption would decrease the customer experiential value. On the situation that giving the virtual experience, the customer experiential value would increase. And consumer who has different level of product knowledgement would prefer different virtual experience.Finally, the research would discuss the contribution and the development.
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