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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/125525
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/125525

    Title: 研究虛擬實境對品牌推廣是否為有效的行銷工具 - 以故宮博物院為例
    Is virtual reality an effective brand promotion tool? Using National Palace Museum as an example
    Authors: 邵家怡
    Shao, Chia-Yi
    Contributors: 張欣綠
    Chang, Hsin-Lu
    Shao, Chia-Yi
    Keywords: 虛擬實境
    Virtual reality
    Virtual reality experience
    Attachment- aversion model
    Brand loyalty
    Brand-customer relationship
    Date: 2019
    Issue Date: 2019-09-05 15:43:54 (UTC+8)
    Abstract: Virtual Reality (VR) is currently considered as a promising emerging information technology (IT) for businesses as it offers a new opportunity for brand marketing. As a result, a growing number of enterprises are applying VR to their brand development, and museums such as the National Palace Museum (NPM) are no exception. This study collaborates with the NPM in order to investigate whether VR is an effective communication medium for their brand.

    We apply the attachment-aversion (AA) model to determine the type of stimulus provided by NPM's VR products for the building of the AA relationship, and the effect of these products on NPM’s brand loyalty. Furthermore, we compare the VR effects across two types of relics (painting and calligraphy) and subsequently create four empirical models. Model 0 does not consider the difference in relics, while Model 1 focuses on paintings, and Model 2 focuses on calligraphies. Results confirm that VR experiences are related to brand assets, yet only enriching and enticing will lead to brand loyalty. Moreover, differences are observed in the brand asset performance of the three models, depending on the features of the VR installations.

    Based on the analysis, we propose a strategy for the improvement of NPM’s current VR exhibition. The results of the study can be used as a reference when designing the new VR exhibition based on different relics.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106356009
    Data Type: thesis
    DOI: 10.6814/NCCU201900816
    Appears in Collections:[資訊管理學系] 學位論文

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