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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105188

    Title: The exploratory study of consumer experience journey-the perspective of experiential value and consumer learning
    Other Titles: 消費者體驗旅程之探究 : 體驗價值與學習理論之觀點
    Authors: 游証揚;Yu, Cheng-Yang
    Contributors: 淡江大學國際企業學系碩士班
    Keywords: 體驗旅程;體驗價值;消費者學習;Experiential journey;Experiential Value;Consumer Learning
    Date: 2015
    Issue Date: 2016-01-22 14:49:53 (UTC+8)
    Abstract: 本研究是第一篇以「消費者學習」觀點出發,探討在消費者體驗旅程中消費者體驗價值是如何改變的。透過個案訪談蒐集資料並分析每一位受訪者的體驗旅程後,發現消費者在體驗旅程中對於體驗價值的追求是會轉變的。鮮少有消費者在其體驗旅程中始終追求同樣的體驗價值。此外,消費者在追求體驗價值的過程中,可能同時享有一種以上的體驗價值;而此處所提及的「一種以上的體驗價值」並不會因內部價值或外部價值而有所不同。
    This is the first study probing the dynamic of consumer value in a consumer journey through a viewpoint of consumer learning. Through interviewing and analyzing the dynamic of consumer journey in the perspective of consumer learning, it was found that experiential value in consumer journey would be changed when the time passed by. Most of consumers have changes of experiential value in their consumer journey. Besides, consumers would experience more than one experiential value at the same time no matter the experiential value is intrinsic or extrinsic.
    And there is an interesting discovery that consumers who start their journey with extrinsic value, their main experiential values would not be extrinsic values after a long period of time passed. Consumers would put more attention on those parts that they did not notice before when having more understanding about the target product category or brand.
    As for the change of pursuing experiential value, consumers learn and experience through many different ways, which make them pursue different or more than one experiential value. However, there is an interesting found that consumers still pursue the same experiential value even though they suffered bad experiences. However, it is also found that there would be a ‘derailment’ in consumer journey occurring when the brand “over treated” to their customers. And this impact of “derail of consumer journey” depends on then length of the consumer journey and the depth of the brand or the certain product category.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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