| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 98 === The study targets on 7-EVELEn OPEN-chan's collector, the main purpose is to explore consumer's collecting motivation and perceived value behind fervent collecting behaviors. Enterprise used these lovable spokes-characters and promoted the different spokes-character marketing to cause popular discussion and collection.
Therefore, this research uses the ZMET to explore the collector's mental model and attempts to thoroughly excavate innermost idea and feeling of the collectors. Then it generates the consensus map and the critical constructs by the ZMET analysis to understand the consumer's collecting motivation and perceived value of the spokes-character. On the other hand, interview with 7-ELEVEn OPEN-chan's marketing manager and discuss the different viewpoint between the consumer and the marketer.
The study shows that, the consumers' collecting motivation: (1) attracted by Open-chan's lovable outlook and enchanting characteristics, (2) interesting and amusing, (3) enthusiast communication, and the consumers' perceived value: (1) functional value: “to release pressure of life”, (2) social value: “to link friendship and share happy times”, (3) emotional value: “Happy”, “to retrieve young and vital feeling”, “warm accompany, “to retrieve the pure heart”, “the happy recollection”, “the sense of satisfaction”, (4) epistemic value: “interesting and amusing”.
Stands on the viewpoint of marketing, the consumers' collecting motivation in the emotional aspect: (1) lovable and interesting outlook, (2) enchanting characteristics, and in the substantive aspect: (1) collecting way is easy, (2) the threshold of collection is not high, (3) collecting process is interesting and amusing. The consumer’s perceived value: (1) functional value: “to cure the mood”, “to release pressure of life”, (2) social value: “enthusiast communication”, (3) emotional value: “The sense of satisfaction”, “the sense of achievement”, “to obtain the approval”, “warm accompany“, (4) epistemic value: “Interesting and amusing”.
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