Experiential marketing and experiential value for the study of themed merchandise- A Case Study of Hatsune Miku

• Main Authors: shi-han,chang, 張仕翰
• Other Authors: 柯皓仁
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/39595933130936204766

碩士 === 國立臺灣師範大學 === 圖書資訊學研究所 === 102 === As technology advances, the virtual idol is no longer just a dream. The famous virtual idol Hatsune Miku, has been becoming visible by organizing concerts in the world, reproducing works by fans on the Internet., and creating various merchandise. This study intends to understand how the success of Hatsune Miku is different from other idols from the perspective of experiential marketing and attempts to discover the elements that attract consumers. The results show that various experiences are closely linked. The majority of respondents firstly have the entertainment and aesthetic experiences, and the two kinds of experiences will trigger In this study, experience point of view , in order to experience the motivation, experience media experience modules, such as the value of experience as a research framework , and semi-structured interview guide by Hatsune Miku preferences who share their experience journey. The results showed that experience is a chain , the majority of respondents because of the entertainment experience and aesthetic experience triggered motivation motivation, experience modules, experiential value , etc., of the respondents said the network is the most commonly experienced media contact experience module is the most common sensory experience , emotional experience , to experience the value of non-physical rewards tend to reward consumers spiritual dimensions of return on investment .