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| 題 名 | 3D VR Videos Enhance Empathy, Involvement, and Alcoholic Beverage Purchase Intentions: The Differences across Generations=不同世代在體驗 3D 影音後對同理心、涉入程度與購買意圖之研究 |
|---|---|
| 作 者 | 王銘泉; 莊家彰; 黃鼎豪; | 書刊名 | 資訊管理學報 |
| 卷 期 | 32:3 2025.07[民114.07] |
| 頁 次 | 頁197-232 |
| 分類號 | 496.34 |
| 關鍵詞 | SOR模型; 虛擬實境; 存在感; 同理心; 參與感; SOR model; Virtual reality; Presence; Empathy; Involvement; |
| 語 文 | 英文(English) |
| 中文摘要 | 觀看虛擬實境影片(VR影片)對使用者的現實生活產生重大影響。真實的場景使他們能夠沉浸於角色中,與角色的情感和經歷產生共鳴。與角色的虛擬連結將增強他們在現實生活中的同理心和參與感。本研究基於刺激-有機體-反應(SOR)模型,探討使用低價3D VR眼鏡觀看金門高粱酒廣告影片是否與觀看相同內容的標準影音影片相比,顯著影響同理心、參與感和對金門高粱酒的購買意圖。樣本分為實驗組和對照組,實驗組使用低價3D VR眼鏡。實證結果顯示:(1)使用3D VR眼鏡的受試者在存在感、同理心、參與感和購買意圖方面顯著高於觀看傳統影片的受試者。(2)在實驗組中,同理心和參與感完全中介存在感與購買意圖之間的關係。(3)此外,在實驗組內,曾經飲用金門高粱酒的年長世代表現出顯著高於年輕世代的存在感、同理心和購買意圖。本研究的發現表明,在酒類營銷中,低價的體驗工具如3D VR眼鏡可以有效實現SOR理論中強調的刺激(S)、有機體(O)和反應(R)效果,為品牌提供了一種增強顧客購買意圖的實用行銷策略。 |
| 英文摘要 | Exposure to virtual reality (VR) videos significantly impacts users' real-world behaviors and experiences. The realistic scenes enable them to immerse themselves in the roles and relate to the emotions and experiences of the characters. Building connections with the characters virtually will enhance their empathy and involvement in real lives. This study, grounded in the Stimulus-Organism-Response (SOR) model, investigates whether watching advertising videos of Kinmen Kaoliang liquor with low-cost 3D VR glasses significantly affects empathy, involvement, and purchase intention for Kinmen Kaoliang liquor, compared to those viewing standard audio-visual videos with the same content. The sample is divided into experimental and control groups, with the experimental group using low-cost 3D VR glasses. The empirical results reveal that: (1) Subjects using 3D VR glasses demonstrate significantly higher levels of presence, empathy, involvement, and purchase intention than those watching traditional videos. (2) empathy and involvement fully mediate the relationship between presence and purchase intention in the experimental group. (3) Additionally, within the experimental group, older generations who have consumed Kinmen Kaoliang liquor exhibit significantly higher levels of presence, empathy, and purchase intention than younger generations. The findings of this study suggest that for marketing alcoholic beverages, low-cost experiential tools such as 3D VR glasses can effectively achieve the Stimulus (S), Organism (O), and Response (R) effects emphasized in the SOR theory, offering a practical marketing strategy for brands to enhance customer purchase intention. |
本系統中英文摘要資訊取自各篇刊載內容。