行銷核心的本質是「交換」，「交換」需要參與雙方之間的互動，以滿足各自所需，其中可能包括產品或服務。然WWW的興起即為商業活動帶來許多新穎的互動模式，就行銷而言，它提供了一個全新的溝通模式，例如廠商可在WWW商業環境下，利用新興的資訊科技製作更多生動與互動效果的網站，以提供消費者更多元的服務。進一步地，廠商透過虛擬實境的技術以提供產品線上試用，其效果能夠促使消費者可於購買前先獲得產品的虛擬經驗，進而加速消費決策過程，並同時創造更優質的顧客價值。因此探究廠商所提供的「網際網路虛擬經驗」是否會影響「顧客價值」的產生即為本研究之動機。
本研究除依據學者所區分的四種虛擬經驗的定義與特性外，並利用遙距臨場感、心流相關理論以及生動性、互動性技術加以設計四種類型的虛擬經驗，其分別為逃避現實、美感、教育、周邊娛樂及無任何效果等類型經驗。研究方法以實驗設計方式驗證其假說，研究樣本為北區的大專學生，以隨機方式分配至5組，實驗有效的分析樣本為161人。
經檢驗後，確認各類別的虛擬經驗效果皆有顯著性的差異。 實驗結果顯示，觀賞逃避現實效果網站的瀏覽者相較於其他類別網站的瀏覽者，他們所獲得的逃避現實的經驗價值程度是最高且最好。同理觀賞美感、教育效果網站的瀏覽者，前者在獲得視覺吸引力的經驗價值程度上，也是最高且最好，後者則在知覺經濟性的經驗價值程度上，也是最高且最好。此外，服務涉入程度低的瀏覽者在獲得服務優越性價值的程度上，是所有類型虛擬經驗中最高且最好。綜合言之，不同虛擬經驗下所產生之經驗價值確實有顯著性差異。

Owing to the speedy expanding of WWW, people get on-line growing rapidly and the competition among cyber-business is intense. However, cyberspace is an environment that can provide people social contact and interact with each other. Lately many industries adapt “experiential marketing” to win customer’s experience and create superior value. The aim of this study is to examine the relationship between the dimensions of the virtual experience from literature review and the experiential value. The coupling of these dimensions defines the four “realms” of the virtual experience─entertainment, estheticism, education, and estheticism, and seven kinds of experiential value are including visual appeal, entertainment, escapism, enjoyment, efficiency, economic value and service excellence.
The study conducted experiment method, using five different types of WWW websites as experimental group to find the effects of the virtual experience on the experiential value. As the result of the experiment, we found browsers with escapist experiences could obtain the most effectiveness of escapism and enjoyment. Furthermore, browsers with estheticism or education experiences could obtain individually the most effectiveness of visual appeal and the most effectiveness of economic value. This evidence supports the fundamental hypothesis: The different types of virtual experiences would deliver different kinds of value. The result of this study will help enterprises to plan, design and operate the website from the “experience” view. And it will contrive excellent customer’s value and make the website’s performance well.

目 錄
中文摘要 I
英文摘要 II
誌謝 III
目錄 V
表目錄 VII
圖目錄 IX
第一章　緒論
1.1節 研究背景
1.2節 研究動機
1.3節 研究目的
1.4節 研究限制
第二章 文獻探討
2.1節 顧客價值的定義
2.2節 顧客價值的階層
2.3節 顧客價值與顧客滿意的關係
2.4節 經驗價值的定義與類型
2.5節 虛擬經驗的定義與類型
2.6節 影響虛擬經驗的因素：互動性與生動性
2.7節 虛擬經驗與心流、遙距臨場感之關係
第三章 理論架構與研究方法
3.1節 理論架構
3.2節 研究假說
3.3節 實驗設計與變項定義
3.4節 分析方法
第四章 研究結果
4.1節 資料蒐集
4.2節 操弄檢驗
4.3節 虛擬經驗與顧客經驗價值關係之實證
4.4節 綜合討論
第五章 結論與建議
5.1節 研究結論
5.2節 理論與實務的意涵
5.3節 後續研究建議
參考文獻
附錄一 ~ 實驗問卷
附錄二 ~ 實驗網站
表 目 錄
表2-1 顧客價值的定義
表2-2 顧客價值與滿意度比較
表2-3 從顧客價值的結果vs.傳統的顧客滿意測量比較訊息的形式
表2-4 消費者價值的分類
表2-5 經驗價值的類型
表2-6 傳統行銷與經驗行銷的比較
表4-1 各類型經驗瀏覽人數
表4-2 網路使用經驗之同質性檢定分析
表4-3 平均上網時數之同質性檢定分析
表4-4 購買情境之同質性檢定分析
表4-5 年齡之同質性檢定分析
表4-6 涉入程度之同質性檢定分析
表4-7 經驗價值量表KMO檢定及Bartlett球面性考驗結果
表4-8 經驗價值量表之建構效度分析
表4-9 經驗類型量表KMO檢定及Bartlett球面性考驗結果
表4-10 經驗類型量表建構效度
表4-11 各類型經驗之美感效果變異數分析
表4-12 各類型經驗之美感效果之Duncan分析表
表4-13 各類型經驗之周邊娛樂效果變異數分析
表4-14 各類型經驗之周邊娛樂效果之Duncan分析表
表4-15 各類型經驗之逃避現實效果變異數分析
表4-16 各類型經驗之逃避現實效果之Duncan分析表
表4-17 各類型經驗之教育效果變異數分析
表4-18 各類型經驗之教育效果之Duncan分析表
表4-19 各類型經驗之視覺吸引力價值變異數分析
表4-20 各類型經驗之視覺吸引力價值Duncan分析表
表4-21 各類型經驗之娛樂性價值變異數分析
表4-22 各類型經驗之娛樂性價值Duncan分析表
表4-23 各類型經驗之逃避現實價值變異數分析
表4-24 各類型經驗之逃避現實價值Duncan分析表
表4-25 各類型經驗之內在享受價值變異數分析
表4-26 各類型經驗之內在享受價值Duncan分析表
表4-27 各類型經驗之效率性價值變異數分析
表4-28 各類型經驗之效率性價值Duncan分析表
表4-29 各類型經驗之經濟性價值變異數分析
表4-30 各類型經驗之經濟性價值Duncan分析表
表4-31 各類型經驗之服務優越性價值變異數分析
表4-32 各類型經驗之服務優越性價值Duncan分析表
表4-33 低服務涉入的瀏覽者之服務優越性價值變異數分析
表4-34 低服務涉入的瀏覽者之服務優越性價值Duncan分析表
表4-35 高服務涉入的瀏覽者之服務優越性價值變異數分析
表4-36 高服務涉入的瀏覽者之服務優越性價值Duncan分析表
表5-1 假說檢驗結果整理
圖 目 錄
圖一 顧客價值的階層模型
圖二 經驗價值階層
圖三 經驗的類型
圖四 虛擬經驗與心流、遙距臨感之關係圖
圖五 本研究架構
圖六 本研究實驗流程

一、 中文部份
[1] 王保進（1999），視窗版SPSS與行為科學研究，台北：心理出版社。
[2] 周庭銳（2000），顧客價值管理與顧客忠誠度的建立，電子化企業：經理人報告，第七期，頁21-29。
[3] 周庭銳、陳淑青(1999)，「台灣西式速食產業顧客價值階梯初探Parasuraman顧客價值觀測架構的初步量化驗證」，第二屆商業流通研討會。
[4] 林芸貞(1999)，「網路商務之顧客價值探討－以圖書出版產品為例」，國立東華大學企業管理系碩士論文。
[5] 柳慧琴(1997)，「資料庫行銷之顧客價值分析模式」，國際暨南國際大學國際企業系碩士論文。
[6] 耿慶瑞（2000），WWW互動廣告之互動層次，廣告學研究，第十五期。
[7] 黃俊英（2000），多變量分析，台北：中國經濟企業研究所。
[8] 黃俊霖（2001），「產品設計、美感價值與消費者反應階層模式間關係之研究」，高雄第一科技大學行銷與流通管理系碩士論文。
[9] 葉席吟(2000)，「電子商務顧客價值研究」，中原大學資訊管理系碩士論文，民國89年。
[10] 蔡明達、耿慶瑞（2000），服務涉入之衡量，文大商管學報，第五卷，第一期。
[11] 廖峻毅(1996)，「兼顧顧客價值與企業利潤之服務策略」，靜宜大學管理科學研究所碩士論文。
[12] 劉智華（2001），「網站體驗與上網忠誠度之關係研究-以資訊提供型網站為例-」，中原大學資訊管理研究所碩士論文。
[13] 潘明宏（1999），社會科學研究方法，上冊，台北：韋伯文化事業出版社，頁125-183。
[14] 閰欣佩(2000)，「顧客價值之跨國比較研究」，淡江大學國際貿易學系碩士論文。
二、 英文部份
[1] Albrecht K.（1992）, “The Only Thing That Matters“, HarperCollins Publishers Inc. (顧客價值，尉騰蛟譯，長河出版社，1998).
[2] Babin, Barry J., William R. Darden, and Mitch Griffin (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, 20(March), 644—656.
[3] Babin, Barry J. and William R. Darden (1995), “Consumer Self-Regulation in a Retail Environment,” Journal of Retailing, 71(1), 47—70.
[4] Batra, Rajeev and Olli T. Ahtola (1991), “Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes,” Marketing Letters, 2(April), 159—170.
[5] Bellenger, Daniel N., E. Steinberg and W. Stanton (1976), “The Congruence of Store Image and Self Image,” Journal of Retailing, 52(Spring), 17—32.
[6] Bond, E. J. （1983）, Reason and value. Cambridge, UK： Cambridge University Press.
[7] Butz, Howard E., Jr. and Leonard D. Goodstein (1996), " Measuring Customer Value: Gaining the Strategic Advantage," Organizational Dynamics 24 (Winter): 63-77.
[8] Charla Mathwick, Naresh Malhotra, and Edward Rigdon（2001）, “Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment,” Journal of Retailing, 77 ,39—56.
[9] Cross, Richard and Janet Smith (1996),” Customer- Focused Strategies and Tactics,” in Edward Forrest and Richard Mizerski (Eds.), Interactive Marketing: the Future Present, Lincolnwood, Illionois: NTC business Books.
[10] Crowley, Ayn E., Eric R. Spangenberg and Kevin R. Hughes (1992), “Measuring Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories,” Marketing Letters, 3(3), 239—249.
[11] Csikszentmihali, Mihaly (1975), Beyond Boredom and Anxiety, San Franciso, CA: Jossey-Bass.
[12] Csikszentmihalyi, Mihalyi (1990),”Flow”, New York, Harper Collins.
[13] Deighton, John and Kent Grayson (1995), “Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus,” Journal of Consumer Research, 21(March), 660—676.
[14] Diesing, P. (1962), “ Reason in society: Five types of decisions and their social conditions.,” Urbana: University of Illinois Press.
[15] Dickson, P. R.（1985）, “Marketing, Marx and added value,” Working paper, Department of Marketing, Ohio State University.
[16] Ducoffe, R. H.（1996）, “Advertising Value and Advertising on the Web,” Journal of Advertising Research, pp. 21-35.37.
[17] Dreze, X. and F. Zufryden（1997）, “Testing Web Site Design and Promotional Content”, Journal of Advertising Research, March/April, pp.77-91.36.
[18] Eighmey, John and McCord Lota (1998),” Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web,” Journal of Business Research, 41 (March), 187-194.
[19] Foreseter, Murray (2000). The Roper Starch Report, Chain Store Age, (April), S36.
[20] Gale, Bradley T (1994), Managing Customer Value. New York: Free Press. Gardial, Sarah Fisher, D. Scott Clemons,
[21] Ghani, Jawaid A. (1991), "Flow in Human-Computer Interactions: Test of a Model, in Factors in Management Information Systems: An Organizational Perspective”, ed. J. Carey, Norwood, NJ, Ablex.
[22] Ghani, Jawaid A. and Satish P. Deshpande (1994), “Task Characteristics and the Experience of Optimal Flow in Human-Computer Interaction”, Journal of Psychology, 28 (4)
[23] Gibson, J. J. (1966). “The senses considered as perceptual systems,” Boston: Houghton Mifflin.
[24] Grewal, Dhruv, Kent B. Monroe and R. Krishnan (1996), “The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value and Transaction Value,” Marketing Science Institute, Report No. 96—103, May, Cambridge, MA.
[25] Gronlund, N. E. & Linn（1990）, “ Measurement and Evaluation in Teaching（6th ed.）,” New York：Macmillan.
[26] Gibbs, Bruce R. (1996), “Multimedia and Interactive Marketing in the Digital Age,” Working Paper, University of Washington.
< http://www.uwtc.washington.edu/tc/gibbs >
[27] Gordan A. Wyner（1999）, “Customer Relationship Measurement,” Marketing Research, summer, 13.
[28] Hampshire, S.（1982）, Thought and action（2nd ed.）.Notre Dame, IN：University of Notre Dame Press.
[29] Hall, E.W. (1961). Our knowledge of fact and value. Chapel Hill: University of North Carolina Press.
[30] Hilliard, A.L (1950). The forms of value: The extension of hedonistic axiology. New York: Columbia University Press.
[31] Hermeren, G. (1988), The Nature of Aesthetic Qualities, Lund: Lund University Press.
[32] Hoffman, Donna L. and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations”, Journal of Marketing, 60 (July), 50-69.
[33] Hoffman, Donna L. and Thomas P. Novak (1997), "Measuring the Flow Experience”, http://www2000.ogsm.vanderbilt.edu/papers.html, (November 16, 1997).
[34] Holbrook, Morris B. (1986), Whither ACR？ Some pastoral reflections on bears, Baltimore, baseball, and resurrecting consumer research. In R. J. Lutz（Ed.）, Advances in consumer research（Vol. 13, pp. 436-441）. Provo, UT：Association for Consumer Research.
[35] Holbrook, Morris B. (1994). The Nature of Customer Value: An Axiology of Services in the Consumption Experience, pp. 21—71 in Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver, (Eds.), Newbury Park, CA: Sage.
[36] Holbrook, Morris B. and Elizabeth C. Hirschman (1982), ”The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun,” Journal of Consumer Research, 9, 132—140.
[37] Huizinga, Johan (1955), “Homo ludens: A Study of the Play Element in Culture,” Boston, MA: The Beacon Press.
[38] Hyde, L.（1983）, The gift：Imagination and the erotic life of property. New Yourk：Vintage.
[39] Jamie Murphy（1999）, “Surfers and Searchers：An Examination of Web-site Visitors’ Clicking Behavior,” CORNELL HOTEL AND RESTAURANT ADMINISTRATION QUARTERLY.
[40] Kaiser, H. F.（1974）, “An index of factorial simplicity,” Psychometrika, 39, 31-36.
[41] Klein, Lisa (1999), Creating Virtual Experience in the New Media, Doctoral Dissertation, Harvard University.
[42] Kotler, Philip (1994), Marketing Management, 8 ed., Prentice-Hall.
[43] Lewis, C.I. (1946). An analysis of knowledge and valuation. La Salle, IL: Open Court.
[44] Mano, Haim and Richard L. Oliver (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research, 20, 451—466.
[45] Mahler, David Q. (2000). An American Century of Retailing. Chain Store Age (April), S44.
[46] Monroe, Kent B. (1990). Pricing: Making Profitable Decisions. New York: McGraw-Hill.
[47] Mothersill, M. (1984), Beauty Restored, Oxford: Clarendon Press
[48] Nikolaos Tzokas & Michael Saren (1997), “Value Transformation in Relationship Marketing”. http://www.crm-forum.com/ academy/vtrm/sldol.htm
[49] Nunnally, Jum C. (1978), Psychometric Theory, New York: McGraw-Hill Book Co., pp. 251.
[50] Oliver, Richard (1999). “Value as Excellence in the Consumption Experience”, 43—62 in Customer Value, A Framework for Analysis and Research, Morris Holbrook, (Ed.). London and New York: Routledge.
[51] Parasuraman, A. (1997) “Reflections on Gaining Competitive Advantage Through Customer Value”, Journal of Academy of Marketing Science, Volume 25 (2), p154-161
[52] Peterson, Robert A. (1995). “Relationship Marketing and the Consumer”. Journal of the Academy of Marketing Science, 23(4), 278-281.
[53] Pine, B. Joseph and James H. Gilmore (1999). The Experience Economy: Work Is Theater and Every Business a Stage, Boston, MA: Harvard Business Press.
[54] Privette, Gayle (1983), “Peak Experience, Peak Performance, and Flow: A Comparative Analysis of Positive Human Experience”,Journal of Personality and Social Psychology, 45 , 1361-1368.
[55] Privette, Gayle and Charles Bundrick (1987), “Measurement of Experience: Construct and Content” Validity,Perceptual and Motor Skills, 65 , 315-332.
[56] Raman, Niranjan V. (1996),” Determinants of Desired Exposure to Interactive Advertising,” Unpublished Doctoral Dissertation, University of Texas, Austin, Texas.
[57] Rice, M., “What Maker Users Revisit a Web Site?,” Marketing News, 31(6), 1997, 12-95.
[58] Richard E. Petty and John T. Cacioppo(1986), “Communication and Persuasion：Central and Peripheral Routes o Attitude Change”（New York：Springer-Verlage）.
[59] Schmitt, Benrd H. (1999), “Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to your Company and Brand”, The Free Press.
[60] Slywotzky,Adrian J.(1996),” Value Migration”, .Boston,Harvard Business School Press.
[61] Spiegelman, Paul (2000).” Live Customer Interaction and the Internet Join in ‘Internation’”. Direct Marketing, (August), 38—41.
[62] Steuer, Jonathan (1992), ” Defining Virtual Reality: Dimensions Determining Telepresence,” Journal of Communication, 42 (Fall), 73-93.
[63] Thaler, Richard (1985). Mental Accounting and Consumer Choice. Marketing Science, 4(Summer), 199—214.
[64] Trevino, Linda Klebe and Jane Webster (1992), “Flow in Computer-Mediated Communications,” Communications Research, 19 (October), 539-573.
[65] Ulrich, D.（2000）, “From eBusiness to eHR,” Human Resource Planning, 12-21.
[66] Unger, Lynette S. and Jerome B. Kernan (1983). On the Meaning of Leisure: An Investigation of Some Determinants of the Subjective Experience. Journal of Consumer Research, 9(March), 381—392.
[67] Webster, Jane, Linda Trevino and Lisa Ryan (1993), “The Dimensionality and Correlates of Flow in Human-Computer Interactions”,Computers in Human Behaviour, 9 (Winter), 411-426.
[68] Woodruff, Robert B (1997), ”Customer Value:The Next Source of Competitive Advantage”, Journal of the Academy of Marketing Science 25(2):139-153.
[69] Woodruff, Robert B. and Sarah F Gradial. (1996), Know your Customer: New Approaches to Understanding Customer Value and Satisfaction, BlackWell Business.
[70] Yadav, Manjit S. and Kent B. Monroe (1993). How Buyers Perceive Savings in a Bundle Price: An Examination of a Bundle’s Transaction Value. Journal of Marketing Research, 30(August), 350—358.
[71] Zeithaml, Valarie A (1988), "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence", Journal of Marketing 52 (July): 2-22.