The Customer Experiential Values and Persuasion of Sequences of Virtual Experience Combinations during Purchase Delay—the Moderating Roles of Delay Reasons and Product Knowledge

• Main Authors: Ying-Chao Ke, 柯穎超
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/8v58vd

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === The main study is to find out better combination sequence of online consumer experience, which includes indirect experience (IE), virtual experience (VE) and virtual avatar experience (VAE), and to discuss the impact of consumer experience value and persuasive effect under different delay reason. The study results reveal that (a) the combinations sequence of (VE->IE->VAE), (VE->VAE->IE) and (VAE->VE->IE) have better effects on experience value and persuasive effect; (b) Under shopping delay situation, consumers with low product knowledge or consumer who has uncertain need be given the combination sequence of VAE->VE->IE has better effect on experience value and persuasive effect; (c) Under shopping delay situation, consumers with high product knowledge consumer who has time pressure be given the combination sequence of VE->IE->VAE has better effect on experience value and persuasive effect;(d) There were positive relationships between the consumer experience and advertising effect.