| Summary: | 碩士 === 清雲科技大學 === 國際企業管理研究所 === 96 === Nowadays, when people buy some thing, they no longer just focus on function, price, or after-care service. What they want is the unique taste or the real feeling after experiencing the product. It provides ways to sense, feel, think, act, and relate instead of traditional function benefit, and brings customer more recreational, excited, emotional, and original feeling.
The most famous TV games in the current market are Nintendo-Wii、Sony-PS3 and Microsoft-Xbox360. The research reports about these three TV games are quite rare, so we use Schmitt’s experimental marketing as theoretical framework basis, and we take people in each area of Taipei city as our research object. This study uses purposive sampling as questionnaire researching. The purpose of this research is to treat what people experience when they were playing different TV games。
Based on the results of this research, we find that customers have deepest feelings in sense experience; then followed by feel experience and act experience. We find customers have obviously different sense experience according to sex difference. The sense, feel, think, and relate experience are all apparently affected by marital status, age and the average time they spend in playing TV games in each week. Besides, customers of “sense experience” was differentiate from the distinctively design of side products, the game music, the game scene, and the brand of the game company. While customers of “motion experience” have obvious difference in considering TV games as another indoor entertainment.
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