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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105569

    Title: 虛實整合說故事與體驗經濟 : 以薰衣草森林為例
    Other Titles: Storytelling and experience economy : the case of Lavender Forest
    Authors: 宋嘉凌;Sung, Chia-Ling
    Contributors: 淡江大學資訊傳播學系碩士班
    Keywords: 說故事;體驗經濟;虛實整合;共創;storytelling;Experience economy;Online to Offline;Co-creation
    Date: 2015
    Issue Date: 2016-01-22 14:59:27 (UTC+8)
    Abstract: 本研究以薰衣草森林為研究個案,探討業者如何在線上及線下說故事形塑消費者的品牌體驗,以及消費者如何與業者共創故事。透過參與觀察、檔案記錄以及深度訪談作為本研究資料蒐集方式。

    Lavender Forest is the main research subject for the case study. The case study explores how brands shape consumer experience in online and offline storytelling, and how consumers co-create content with brands. The data collection methods used include participating in observation, archival record and in-depth interviews.

    The research has three main finds: (1) The management uses online and offline elements, producing a consistent theme throughout, in order to achieve a consistent brand experience. Offline elements which includes hollding different dynamic experience where consumers voluntarily enter the world that was created, and encourages consumers through emotional and various senses, create a direct and meaningful link with the brand. (2) Consumers experiences the brand''s attitudes towards life through participation, and comes to understand its unique existence and brand value. Through interaction with the forest staff, consumers themselves through participation, produces irreplaceable emotional experience. They get a firsthand experience of the passion that the staff and management has for the brand. (3) As consumers are willing to share their experiences, they share their interpretation of the brand and its story. This further expands the effect of word of mouth. Consumers experience the peacefulness and happiness that the forest brings, through reading notes posted by the staff, and through posts from fans. This arouses the desire in them to come back to the forest. The management also shares details of events hosted through social media, so as to attract consumers to re-share in their social media pages, and share the joy of their experience.
    Appears in Collections:[資訊傳播學系暨研究所] 學位論文

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