| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 99 === In this research, we discuss the impact of different types of online consumer experience effects on customer value , using the degree of information exposure and the personal characteristics of extraversion as moderating variables.
Thefundamental basic theory employs a combination of online consumer experience with two different types of advertising. We adopt a 2(virtual experience, and indirect experience )×2(frequency：high, low)×2(extraversion：high, low) factorial design to discuss the optimum combination of customer value. Our results indicate that customer value is higher when: (a) the contents of the Ads are associated with medium level of complexity; (b) high frequency of information exposure and customer with high extraversion to see 3D Ads and expert avatar; and customer with low extraversion and to see 2D Ads and narrative self-reference. (c) low frequency of information exposure and customer with high extraversion to see 3D Ads and expert avatar
According to the level of consumer’s extraversion, the company can launch individual commodity internet advertising by expose the extent of information, which can not only strengthens consumer’s value but also lowering purchase dissonance.
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