The Impact of Optimum Stimulation Level and Motive of Reading Customer Articulations on the Brand Relationaships and Sense of Community of Combination of Virtual Experiences

• Main Authors: Nai-Yun Chang, 張乃云
• Other Authors: Ching-Jui Keng
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/svta52

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 94 === Virtual experience has two types – personal virtual experience and mechanical virtual experience. This study divided personal virtual experience into two types, which were social virtual experience and information virtual experience, and adopted four types of mechanical virtual experience. This study combined the two types of virtual experience, and analyzed the impact on brand relationships and sense of virtual community effect while customer with different degree of optimum stimulation level and different motive of reading customer articulations on the internet. With experiment evidences, Customers with diffenent optimum stimulation level was resulted brand relationships whith exposing to different experience combination, and customers with diffenent motive of reading customer articulations on the internet was resulted brand relationships and sence of virturl community whith exposing to different experience combination.