| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 104 === The present paper asked six participants to join the qualitative research. The sample is who ever had been to the theme park, not only shopping, but also decorating in there. The interview is focused on the reason of decorating, feeling of decoration. And ask them how to keep the decoration in one’s mind. After the contents of the interview, transfer the voice to the word. Then analyze the context by content analysis.
The results found that consumer’s decorative consumption by four factors：physical environment encounters, personal interaction encounters, self-image and narrative.Through the intermediary of Player–Avatar Identification, cause consumer involve in decorative consumption. It’s the primary result for buying goods. The secondary result is to arouse their emotions and take picture.
Keywords：Player–Avatar Identification, Service Encounters, Self-Image, Narrative, Decorative Activity
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