1.動作數量與體驗目的對體驗態度、愉悅感與持續體驗意願有兩因子交互作用影響。 2.客製化程度、動作數量與體驗目的對體驗態度有三因子交互作用影響。 3.圖片呈現風格對體驗態度、愉悅感與持續體驗意願有顯著影響。 4.體驗動機對體驗態度、愉悅感與持續體驗意願有顯著影響。 5.圖片呈現風格與體驗動機對體驗態度、愉悅感與持續體驗意願有兩因子交互作用影響。 6.體驗輔助對愉悅感與持續體驗意願有顯著影響。 7.體驗輔助與動作數量對體驗態度、愉悅感與持續體驗意願有兩因子交互作用影響。 8.內外控人格特質對體驗態度、愉悅感與持續體驗意願有顯著影響。 9.內外控人格特質、體驗輔助與動作數量對愉悅感與持續體驗意願有三因子交互作用影響。 ;Today is the era of experience. Consumers pursue emotional touch and unique experience obtained during consumption process, and focus on the personal involvement. Enterprise how to create a better experience scenarios is the key to win the hearts of consumers. Therefore, this study investigates different experience elements and design experience scenarios to effectively enhance consumer’s experience attitude, pleasure and continuing experience intention. This study used experimental design to develop three experiments, used college and graduate students at National Central University as research subjects, and used three-way ANOVA analysis. The conclusions are as follows:
1.Amount of action and experience purpose have significantly two-way interaction effect on experience attitude, pleasure and continuing experience intention. 2.Degree of Customization, amount of action and experience purpose have significantly three-way interaction effect on experience attitude. 3.Image presented style has significantly effect on experience attitude, pleasure and continuing experience intention. 4.Experience motivation has significantly effect on experience attitude, pleasure and continuing experience intention. 5.Image presented style and experience motivation have significantly two-way interaction effect on experience attitude, pleasure and continuing experience intention. 6.Experience helper has significantly effect on pleasure and continuing experience intention. 7.Experience helper and amount of action have significantly two-way interaction effect on experience attitude, pleasure and continuing experience intention. 8.Locus of control has significantly effect on experience attitude, pleasure and continuing experience intention. 9.Locus of control, experience helper and amount of action have significantly three-way interaction effect on pleasure and continuing experience intention.
