虛擬沉浸，一強而有力的現代行銷武器：沉浸式科技 (VR，AR和MR) 在行銷上的應用;Immersion as a Powerful Marketing Weapon: the Applications of Immersive Technologies with the Focus on Vr, Ar and Mr

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Title:	虛擬沉浸，一強而有力的現代行銷武器：沉浸式科技 (VR，AR和MR) 在行銷上的應用;Immersion as a Powerful Marketing Weapon: the Applications of Immersive Technologies with the Focus on Vr, Ar and Mr
Authors:	鄭明松
Contributors:	國立中央大學企業管理學系
Keywords:	虛擬沉浸;虛擬實境;擴增實境;混合實境;情感;immersion;virtual reality;augmented reality;mixed reality;emotion
Date:	2018-12-19
Issue Date:	2018-12-20 11:30:48 (UTC+8)
Publisher:	科技部
Abstract:	虛擬實境（VR），擴增實境（AR）和混合實境（MR）等虛擬沉浸的技術已經發展了20多年，並已應用在多個產業。目前的技術進步促使它發展得更快，更成熟。由於其先進的發展，導致更多的行業在實踐應用中，特別是在遊戲和醫療領域。而這些領域的學術界也關注並評估了虛擬沉浸技術在該領域的適用性。然而，行銷學術界卻投注較少的關注。現有有限的研究主要是描述性的，或是討論虛擬沉浸技術的知覺價值和有用性（例如，Durl，2017; Javornik，2016; Tian，2014; Yim and Ahn，2014），僅有Charfi（2014）與Hilken等（2017）這兩篇文章開創了沉浸技術本質（例如: 遠程存在，沉浸式，化身等等）的研究。有鑑於此，行銷學術界需要進行更多的研究，以便能夠讓我們更能了解沉浸技術在市場行銷中的應用和適用性。本計畫預計兩年執行完畢。，由於沉浸技術已進入快速發展的階段，在本計畫的第一年，作者試圖回顧當前VR，AR和MR在市場行銷中的應用與方式，而消費者對這些技術的接受度也將被探討。在本計畫的第二年，作者將研究沈浸感的影響機制，例如其沉浸的驅動力（也許也會討論空間存在和虛擬形象的感覺與效果等虛擬沉浸技術的其他特徵）以及其在喚起消費者消費情緒上有效性的調查。本計畫與傳統分析方法的差異在於，本計畫視研究關係視為曲線關係。另外，本計畫將各種浸入式技術視為情境條件。以上方式，會加深我們對所研究的虛擬沉浸在行銷上的應用有更透徹的了解。 ;The immersive technology, mainly virtual reality (VR), augmented reality (AR), and mixed reality (MR) has been developed for more than 20 years and applied in various industries. The current technological improvement has driven it to develop faster and become more mature. Because of its advanced development, more industries have applied it in practice, in particular in gaming and medical fields. Academia has also paid attentions and assessed its applicability in these fields. However, there is relatively less attention in the marketing scholarly field. While existing limited studies are descriptive or discuss the perceived value and usefulness (e.g., Durl, 2017; Javornik, 2016; Tian, 2014; Yim and Ahn, 2014), two articles have pioneered the research from the nature of the immersive technology, such as tele-presence, immersion, avatar etc. (Charfi, 2014; Hilken et al., 2017). There is thus a call for more studies to provide better insights into the applications and applicability of the immersive technology in marketing. In the current 2-year-long proposal, since the immersion technology has been in its fast moving stage, in the first year, the author attempts to provide a review of the current applications and the ways of VR, AR and MR in marketing, while consumer acceptance of these technologies will be explored as well. In the second year, the influential mechanism of immersion such as its driving forces of immersion (and maybe the other characteristics of the immersive technology such as space presence and feeling/effect of avatar as well) and its effectiveness in arousing consumer consumption emotion will be investigated. Unlike traditional ways of analysis, this project considers the studied relationships as curvilinear. Also, various types of the immersion technology will be regarded as contingent conditions, thereby, providing deeper understanding of the studied immersion subject.
Relation:	財團法人國家實驗研究院科技政策研究與資訊中心
Appears in Collections:	[Department of Business Administration ] Research Project

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