體驗行銷與體驗價值對於主題式週邊商品之研究-以初音未來為例

Abstract

隨著科技進步，虛擬偶像不再只是夢想，知名的虛擬偶像初音未來，透過在全球舉辦演唱會、網路上瘋狂轉載作品、各種不同周邊商品出現，不斷提升知名度。本研究擬了解如何吸引消費者為這種不同於以往的偶像著迷，透過不同的體驗，了解在體驗動機、體驗行銷、體驗價值，找出吸引消費者的體驗要素。 本研究運用體驗觀點，以體驗動機、體驗媒介、體驗模組、體驗價值作為研究架構，並以半結構式的訪談指引，由初音未來的喜好者共同分享他們的體驗旅程。 研究結果發現體驗是環環相扣的，娛樂及美學體驗動機是在眾多體驗動機中最常被提起，研究發現網路是最常被接觸之體驗媒介，接觸平台有youtube、Facebook、各大討論區等，體驗模組最常出現者為感官體驗和情感體驗，消費者投資報酬構面中偏向心靈上的報酬非實體報酬。

As technology advances, the virtual idol is no longer just a dream. The famous virtual idol Hatsune Miku, has been becoming visible by organizing concerts in the world, reproducing works by fans on the Internet., and creating various merchandise. This study intends to understand how the success of Hatsune Miku is different from other idols from the perspective of experiential marketing and attempts to discover the elements that attract consumers. The results show that various experiences are closely linked. The majority of respondents firstly have the entertainment and aesthetic experiences, and the two kinds of experiences will trigger In this study, experience point of view , in order to experience the motivation, experience media experience modules, such as the value of experience as a research framework , and semi-structured interview guide by Hatsune Miku preferences who share their experience journey. The results showed that experience is a chain , the majority of respondents because of the entertainment experience and aesthetic experience triggered motivation motivation, experience modules, experiential value , etc., of the respondents said the network is the most commonly experienced media contact experience module is the most common sensory experience , emotional experience , to experience the value of non-physical rewards tend to reward consumers spiritual dimensions of return on investment .