The effects of experiential value by advertising elements and theater elements – an example of commercial micro-film.

• Main Authors: TSAI, MING-HAN, 蔡明翰
• Other Authors: Yie-Fang, Kao
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/z5y8zv

碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 101 === With IT development and scientific and technological progress, also followed by a change in the mode of transmission, micro-wave films thus rise, business owners have increasingly emphasized the economic benefits of this block, this study will explore the factors on the experience of micro-film quality pre-impact of micro-film antecedents impact on emotional experience, experience quality impact on the value of the experience and emotional experience impact on the value of the experience to understand the micro-film antecedents for the audience to experience the effect caused by the impact. In this study, first at home and abroad, and experience relevant literature describes, as a theoretical framework of the research and development base, followed by the domestic micro-movie viewing audience to investigate, a total sample of 532 people, through multiple regression analysis were obtained scene richness on the epistemic value greatest impact; performing appropriate degree on aesthetic value greatest impact; plot vital degree in social value greatest impact; advertising claims of the rational clarity on the social value of the greatest impact; and advertising music suitability for aesthetic value greatest impact, so we can see its own micro-film antecedents affect the value of the principal experience. According to empirical results of this study, watch movies on micro-audiences, the value of belonging to the emotional level than rational level value, and its main performances of the key factors for the appropriate level, it is recommended that in the production of micro-movie, this factor should be more hard to grasp, and the purpose of strengthening its different elements, so that it can achieve a better effect.