建構消費者在VR品牌概念店的認知模式

Constructing the cognitive model of consumers in in virtual brand concept stores

隨著虛擬實境（VR）應用到各產業作為行銷工具，零售業者也逐漸感受到其在零售舞台上可能產生的潛力。儘管VR在實務管理上受到廣泛的討論，但對於VR技術如何應用在VR品牌概念店環境中的相關研究仍然很少。本研究利用ZMET（Zaltman Metaphor Elicitation Technique）（隱喻抽取技術）方法，針對消費者如何從VR品牌概念店中表達其內心的價值意義，進行實證研究。在調查對象中，本研究總共邀請26名受測者參與VR品牌概念店體驗。研究結果整理成三個重點主題，第一、歸納出VR品牌概念店所帶來「虛擬實境的自由性」、「虛擬實境的逃避性」和「虛擬實境的焦慮性」特質。第二、以「保守」、「普通」和「樂觀」的共識性計算程序，建立客觀的共識地圖。第三、彙整連結構面的關聯性，其中「想像力」與「奇幻夢想」有最高的關聯性數值，其次是「幻覺」與「虛幻情境」。

As Virtual Reality (VR) is applied to various industries as a marketing tool, the travel industry is increasingly perceiving its potential in the retailing arena. Although VR has been widely discussed in practice management, there is still little research related to how VR technology can be applied in the virtual environments of brand concept stores. This study uses ZMET (Zaltman Metaphor Elicitation Technique) to conduct an empirical study on how visitors express their inner values and meanings from VR brand concept stores. A total of 26 respondents were invited to participate in a VR experience of brand concept stores in the study. The results of the study were organized into three key themes. First, the ''freedom of virtual reality'', ''escapism of virtual reality'' and ''anxiety of virtual reality'' characteristics of VR brand concept stores were summarized. Second, an objective consensus map is created using the ''conservative'', ''average'' and ''optimistic'' calculation procedures. Thirdly, the relevance of the integrated linking constructs, in which ''imagination'' and ''fantasy dream'' have the highest relevance value, followed by ''illusion'' and ''illusionary situation''.