The Impact of Strategies for Learning from Experience on the Advertising Effects of the Virtual Experiences

• Main Authors: Yen-I Chou, 周晏頤
• Other Authors: 耿慶瑞
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/w5aaa4

碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 95 === Internet causes the world of virtual experience, because consumers are able to interact with products in 3-D multimedia environments thus simulating a new form of experience – a virtual experience. The interaction type of computer - mediated communication can be divided two kinds：Machine interaction and Personal interaction. Hoch and deoghtdon(1989)indicate three moderating factors(familiary, motivation to learninig ,and the ambiguity of the information evironment) that will effect learning from experience.they based on there factors frame six learning strategies(reinforce the agenda, block exposure to evidence, explain the difference ,disrupt the agenda, do everything, and facilitate trial). As the result of the experiment, we found that the differences of learning strategies influence consumer in the different experience have different of advertisement effect. Therefore, in practical implication, marketer can accord to Market Segment offer optimal learning strategy in order to create maximum profit.