沉浸式體驗設計對顧客情感共鳴與線上分享之影響

Abstract

本研究以「沉浸式體驗」、「情感共鳴」與「線上分享」為核心變數，探討沉浸式體驗如何透過體驗互動元素引發顧客的情感共鳴，進而促進線上分享行為。隨著體驗經濟與社群時代的發展，顧客不僅追求消費功能，更期待心靈層面的觸動與情感連結，然而現有研究對沉浸式體驗如何引發情感共鳴、情感共鳴如何轉化為線上分享，仍缺乏深入探討。本研究採用質性深度訪談與內容分析法，針對不同類型顧客進行訪談，分析他們在沉浸式體驗過程中的情感反應與心理轉化。研究結果發現，沉浸式體驗中的角色互動與情境參與能帶來快樂、驚喜、親密與懷舊等情緒，促使顧客產生多層次的情感共鳴，而情感共鳴成為驅動顧客自發性線上分享的心理動力。不同顧客在情感層次與分享行為上展現差異，顯示沉浸式體驗與情感共鳴對線上分享的影響具有多樣性。此外，本研究補足了沉浸式體驗、情感共鳴與線上分享之間的理論空白，並針對研究發現提出實務應用策略，包括：深化角色互動與敘事設計以建立情感記憶點；引導自發分享契機以創造情境觸點；形塑明星角色意象以打造情感陪伴經濟。研究亦觀察到情感共鳴可能進一步轉化為陪伴需求，發展多層級私域經營之潛力，提供體驗設計與品牌經營後續發展之參考。This study focuses on"immersive experience," "emotional resonance," and "online sharing" as core variables, exploring how immersive experience triggers customers' emotional resonance through interactive experience elements, thereby promoting online sharing behavior. With the rise of the experience economy and the social media era, customers are no longer merely seeking functional consumption but are increasingly desiring emotional engagement and meaningful connections. However, existing research has insufficiently explored how immersive experience evokes emotional resonance and how emotional resonance transforms into online sharing.This study adopts qualitative in-depth interviews and content analysis, interviewing different types of customers to analyze their emotional responses and psychological transformations during the immersive experience process. The findings indicate that role interaction and situational participation within immersive experiences evoke emotions such as joy, surprise, intimacy, and nostalgia, leading customers to develop multi-layered emotional resonance. Emotional resonance, in turn, becomes the psychological driver for customers’ spontaneous online sharing. Variations in emotional depth and sharing behavior were observed across different customer types, demonstrating the diverse impact of immersive experience and emotional resonance on online sharing.Moreover, this study fills the theoretical gap between immersive experience, emotional resonance, and online sharing and proposes practical strategies based on the research findings: deepening role interaction and narrative design to establish emotional memory points; guiding spontaneous sharing opportunities to create situational touchpoints; shaping celebrity-like character imagery to build an emotional companionship economy. The study also observes that emotional resonance may further transform into companionship needs, revealing the potential for developing multi-level private domain operations, providing insights for experience design and brand management.