AR沉浸式品牌體驗與品牌 忠誠度之關係研究-以天津海河 夜遊經濟為例

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Title:	AR沉浸式品牌體驗與品牌忠誠度之關係研究-以天津海河夜遊經濟為例 A Study on the Relationship between AR Immersive Brand Experience and Brand Loyalty –Taking the Economic of Tianjin’s Night Tour as an Example
Authors:	喬宗華 CHIAU, CHUNG-HUA
Contributors:	國際貿易學系
Keywords:	科技賦能夜遊經濟沉浸夜遊體驗重遊意願 technological empowerment night time economy immersion night travel experience loyalty
Date:	2024
Issue Date:	2025-02-24 15:51:47 (UTC+8)
Abstract:	中國大陸夜間經濟發展如火如荼，根據相關研究資料，截至2020年底，中國大陸夜間經濟規模突破30萬億元。中國夜遊研究院資料顯示，中國大陸有200多個城市推出了夜遊綫路、夜間演藝和展演等夜間文旅振興計畫。中國大陸衆多夜遊體驗項目將傳統的觀光旅遊用高科技的形式轉化成帶有共鳴性的沉浸式的體驗式旅遊，把各種文化元素融入到一個一個夜遊場景中，讓消費者快樂或情深，從而喚起重遊意願，帶來更大的態度和行爲忠誠度。本文主要研究目的為：（1）夜遊體驗，對夜遊消費者沉浸心理的影響；（2）消費者沉浸式夜遊，對消費者重遊意願的影響；（3）夜遊體驗對消費者重遊意願的影響。 The nighttime economy in Chinese Mainland is in full swing. According to relevant research data, by the end of 2020, the nighttime economy in Chinese Mainland has exceeded 30 trillion yuan. According to the data of China Night Tourism Research Institute, more than 200 cities in Chinese Mainland have launched night tourism promotion plans such as night tour routes, night performances and exhibitions. Tourists transform traditional sightseeing tourism into immersive experience tourism with resonance in the form of high-tech, and integrate various cultural elements into one night tour scene to make consumers happy or affectionate, thus arousing the willingness to revisit and bringing greater attitude and behavior loyalty. The research purposes of this paper are: (1) The impact of night tour experience on the immersion psychology of night tour consumers; (2) The impact of consumers’ immersive night tour on consumers’ willingness to revisit; (3) The impact of night tour experience on consumption impact on revisit intentions.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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