| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 106 === The technology of Virtual Reality (VR) is getting more developed, and 2016 is called VR first year. International Data Corporation (IDC) indicated that virtual reality has gradually extended to commercial applications. Manufacturers of various industry are eager to develop virtual reality products as content experiences that stimulate consumption. With the advent of the experience economy, consumers are paying more and more attention to the content of their experiences. Therefore, more and more enterprises use virtual reality to bring more sensory contact points to consumers, and evoking more sensory memories and consuming. Therefore the relationship between consumers and brand is getting stronger, leading to deepening the consumers’ brand identity, so that consumers are immersed in the environment to create a purchase intention gradually.
This study is to explore the relationship between the virtual reality experience elements, experiential quality and experiential value that were rarely mentioned in the past, then take involvement of brand as interference variable to explore whether the virtual reality experience can enhance the consumer's brand identity, and then generate purchase intention or not. In this study, 268 valid questionnaires were collected, and SPSS statistical software was used as a data analysis tool to execute statistical, reliability, validity , related and regression analysis.
The results show that virtual reality experience elements (immersion / interaction/ imagination) are positively affecting the quality of experience (participation / learning / surprise / fun); part of the quality of experience, such as "participation", "learning" and "fun" have positive impact on "functional value" and "emotional value"; "participation", "surprise" and "fun" have positive impact on " epistemic value"; experience value (functional value /emotional value/epistemic value) has a positive impact on brand identity, while brand involvement is not significant for experience value to brand identity; brand identity has a positive impact on purchase intention.
Therefore, this study suggests that design of virtual reality experiential video should focus on bringing the imagination to the experiencer and enhance the participation of experiencer, making them clearly understand the content conveyed by the brand and feel fresh and interesting. Meanwhile emphasize on the elements of "functional value" to enhance brand identity which has obvious utility in triggering its purchase intention.
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