臺灣博碩士論文加值系統

近年來消費者的消費意識不斷提升，進入一對一顧客關係導向的時代，眾多企業開始提供消費者個性化的服務或商品，並且為了更了解顧客的需求和感受，企業透過不同的方式接觸顧客、與他們對話、互動，產生具有感情的聯繫，甚至建立長久的關係，因此顧客參與漸漸被視為相當重要的概念。而隨著科技和網路的快速進步，不僅影響了人們的生活與互動，也改變了大眾的消費習慣以及企業的商業模式，人們漸漸傾向無時間與地域限制的網路購物，而透過科技確實可以還是可以與顧客做簡單的互動，也能改變顧客的參與程度，然而，透過網路較難獲得顧客真實的感受，品牌與顧客要產生情感的聯繫也變得困難，因此品牌開始找新的方式為顧客提供獨特或特殊的東西，以鼓勵他們繼續流向實體店，或者透過不同形式與品牌產生互動。
而體驗行銷正是近年來企業越來越重視的行銷方法之一，加上消費者現今著重的已不再只是商品本身，而是過程中所獲得的感受與體驗。隨著體驗行銷不斷創新，如今透過科技的結合可以改善服務不足的缺失，降低顧客在消費過程中因服務而導致的不滿意感，對於精通技術的顧客而言，增加了他們的投入程度，對於技術偏好的顧客則各容易產生忠誠度也從中獲得更愉快的體驗。

然而採用這種策略的公司仍然只是一部分，有關該主題的學術文獻也是有限的，更不用說在台灣有高比率的公司尚未重視互動科技的顧客體驗。因此本研究將探討這些技術如何作為體驗行銷的催化劑，讓技術更無縫地融入人們的生活來創造新的體驗價值，並且提升顧客參與。

本研究採用221個樣本量的問卷調查，以SPSS 23.0統計軟件為分析工具收集數據。 實證調查的結果表明，交互技術通過體驗營銷對客戶參與產生積極影響。並發現互動科技透過體驗行銷的五大構面皆對顧客參與產生正向顯著影響，其中體驗行銷的關聯和情感所產生的影響更是較為顯著。

In recent years, consumers’ consumption ideology has continued to increase and the world has entered an era of one-to-one customer relationships. Many companies have begun to provide consumers with personalized services or products. In order to better understand customer needs and feelings, companies use different ways to contact customers, talk to them, interact with them, generate emotional connections, and even establish long-term relationships. Therefore, customer engagement is gradually regarded as a very important concept. As technology has been rapidly developed, people’s lives and interactions have been fundamentally affected, and the consumption habits of the public and the business models of enterprises have also been changed. People gradually tend to use online shopping which without time and geographical restrictions. It is true that technology can still do simple interactions with customers, and can also change the level of customer engagement. However, it is difficult to obtain the true feelings of customers through the Internet, and it has become difficult for brands to generate emotional connections with customers. Therefore, brands have begun to find new ways to provide customers with unique or special things to encourage them to continue to come to physical stores or interact with the brand through different forms.
Experiential marketing is one of the marketing methods that companies have paid more and more attention to in recent years. In addition, consumers are no longer focusing on the products themselves, but the feelings and experiences gained in the process. With the continuous innovation of experiential marketing, the combination of technology can now improve the lack of service insufficiency and reduce customer dissatisfaction caused by the service during the consumption process. For technology-savvy customers, their investment level is increased. Customers who prefer technology are prone to loyalty and get a more enjoyable experience.
However, the companies adopting this strategy are still only a part of them, and the academic literature on the subject is also limited. Not to mention that there are a high percentage of companies in Taiwan that haven’t paid attention to the customer experience of interactive technology. Therefore, this study will explore how these technologies can act as catalysts for experiential marketing, allowing technologies to be more seamlessly integrated into people's lives to create new experience value and enhance customer engagement.
In this research, data were collected through questionnaires with 221 sample size and using SPSS 23.0 statistical software as an analysis tool. The results of the empirical investigation indicate that interactive technology has a positive impact on customer engagement through experiential marketing. And found that interactive technology through the five major aspects of experiential marketing have a positive and significant impact on customer engagement, and the influence of the relate and feel of experiential marketing is even more significant. In the future, customers may get a whole new experience due to new technologies.

CHINESE ABSTRACT-i
ENGLISH ABSTRACT-ii
ACKNOWLEDGEMENTS-iv
TABLE OF CONTENTS-v
LIST OF TABLES-vii
LIST OF FIGURES-viii
CHAPTER 1 INTRODUCTION-1
1.1 Research Background-1
1.2 Research Motivation-3
1.3 Research Purpose-5
1.4 Research Procedure-6
CHAPTER 2 LITERATURE REVIEW-7
2.1 Experiential Marketing-7
2.2 Interactive Technology-18
2.3 Customer Engagement-29
2.4 Relationship Between Factors-35
CHAPTER 3 RESEARCH METHOD-38
3.1 Research Structure-38
3.2 Hypothesis-39
3.3 Measurement of Variables and Operational Definition-43
3.4 Questionnaire Design and Sampling Scheme-47
3.5 Data Analysis Method-48
CHAPTER 4 DATA ANALYSIS AND RESULTS-52
4.1 Descriptive Statistics-52
4.2 Reliability and Validity Analysis-54
4.3 Correlation Analysis-57
4.4 Structural Equation Model (SEM)-58
4.5 Hierarchical Regression Analysis-60
4.6 Results of the Hypothesis Test-61
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS-62
5.1 Research Conclusion-62
5.2 Research Contribution-64
5.3 Research Limitations-66
5.4 Suggestions for Future Research-66
REFERENCES-67
Chinese Part-67
English Part-69
APPENDIX-82

Chinese Part
王信杰（2014）。休閒農場之體驗行銷、顧客滿意度之研究－以顧客參與為中介變數。中國文化大學國際企業管理學系碩士論文，台北市。
江東霖（2010）。體感互動科技應用於展示設計之研究–以國立科學工藝博物館「疫病防治展示區–防疫戰鬥營」展示設計為例。樹德科技大學應用設計研究所碩士論文，高雄市。
李來春、郝光中、鄭宇翔（2012)。不同體感操控介面對搜尋及閃躲任務之遊戲經驗比較研究--以遊戲相關設計科系背景的學生為例，設計學報，頁1-22。
李宛庭（2014）。體驗行銷、體驗價值對品牌形象與顧客忠誠度關係之效果---以旅遊意為例。國立中央大學企業管理學系碩士論文，桃園縣。
李性盈（2020）。企業形象、顧客公司認同及顧客投入對於再購意願之影響-以星巴克為例。國立高雄科技大學企業管理系碩士論文，高雄市。
李茂興、戴靖惠、吳偉慈（2002）。服務業的行銷與管理，初版，弘智文化事業有限公司。
李家祥（2005）。互動技術概念。台灣數位藝術知識與創作流通平台科技專欄。2021年 4 月 3 日，取自http://www.digiarts.org.tw/ShowColumnTW.aspx?lang=zh-tw&
CC_NO= 109
周藍詩（2013）。結合互動科技之品牌體驗對於提升品牌識別度之實例研究。嶺東科技大學高階主管企管碩士在職專班碩士論文，台中市。
林清豐（2014）。互動科技賦予體驗行銷之優勢探討：以「動行銷」為例。東吳大學EMBA高階經營碩士在職專班碩士論文，台北市。
張曼玲、蘇詩涵（2004）。建構品牌顧客承諾之量表，商略學報，頁181-202。
陳國正（2016）。體驗行銷與消費者價格敏感度關係之研究-以穿戴式運動裝置為例。中國文化大學企業實務管理數位碩士在職專班碩士論文，台北市。
陳筱媛（2018）。互動廣告之體驗效益評估。國立臺中科技大學多媒體設計系碩士班碩士論文，台中市。
黃韶綺（2013）。顧客參與、關係品質與幸福感之關聯性研究。國立高雄師範大學事業經營系碩士論文，高雄市。
劉明德、梅國忠（2011）。網站體驗行銷, 體驗價值, 顧客滿意度與顧客忠誠度關係之探討，行銷科學學報，7(2)，129-153。
蔡宜臻（2014）。顧客投入及顧客參與之實證研究-以服務產業為例。國立中興大學行銷學系所碩士論文，台中市。
衛南陽（2005）。哇！玩行銷：你一定要知道的12種行銷秘訣。台北：沃爾文化。
蕭怡祥（2015）。體驗行銷與體驗價值對口碑傳遞之影響─以民宿業為例。國立臺灣科技大學管理研究所碩士論文，台北市。
藍世明（2004）。從體驗行銷觀點探討連鎖雜誌咖啡館之消費情境因素研究-以台中市為例。朝陽科技大學企業管理系，台中市。
蘇宗雄（2000）。感性抬頭，進入大體驗時代。設計雜誌，93，5-8。


 
English Part
Abbott, L. (1955). VI. Consumers’ and Producers’ Behavior. In Quality and Competition (pp. 59-79). Columbia University Press.
Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customization and experiential consumption: an explosion of subjectivity. Journal of Consumer Behavior: An International Research Review, 1(1), 50-66.
Adeosun, L. P. K., & Ganiyu, R. A. (2013). Corporate reputation as a strategic asset. International Journal of Business and Social Science, 4(2).
Ajzen, I. (2002). Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and social psychology review, 6(2), 107-122.
Alagöz, S. B., & Ekici, N. (2014). Experiential marketing and vacation experience: The sample of Turkish Airlines. Procedia-Social and Behavioral Sciences, 150, 500-510.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
Alexander, B., & Alvarado, D. O. (2017). Convergence of physical and virtual retail spaces: the influence of technology on consumer in-store experience. In Advanced fashion technology and operations management (pp. 191-219). IGI Global.
Alsawaier, R. S. (2018). The effect of gamification on motivation and engagement. The International Journal of Information and Learning Technology.
An, M. A., & Han, S. L. (2020). Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment. Journal of Business Research, 120, 389-397.
Arnould, E. J., & Price, L. L. (1993). River magic: Extraordinary experience and the extended service encounter. Journal of consumer Research, 20(1), 24-45.
Arvar (2020). Fitting clothes in AR format from Timberland. Retrieved from https://arvar.org/en/cases/fitting-clothes-in-ar-format-from-timberland/
Asena Arica (2019). Burger King Uses Augmented Reality To “Burn That Ad” Digitally. Retrieved from https://digitalagencynetwork.com/burger-king-uses-augmented-reality-to-burn-that-ad-digitally/
Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of retailing, 83(3), 359-370.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Ballantine, P. W., Parsons, A., & Comeskey, K. (2015). A conceptual model of the holistic effects of atmospheric cues in fashion retailing. International Journal of Retail & Distribution Management.
Bateson, J. E. (1985). Self-service consumer: An exploratory study. Journal of retailing.
Batra, R., & Holbrook, M. B. (1990). Developing a typology of affective responses to advertising. Psychology & Marketing, 7(1), 11-25.
Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of consumer research, 13(2), 234-249.
Becausexm.com (2016). KitKat's experiential stunt gets commuters dancing. Retrieved from https://www.becausexm.com/blog/kitkats-experiential-stunt-gets-commuters-dancing
Beckers, S. F., Van Doorn, J., & Verhoef, P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science, 46(3), 366-383.
Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60, 102456.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, 88(3), 588.
Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of service research, 13(3), 341-356.
Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of marketing theory and practice, 17(1), 63-74.
Brodie, R. J., Hollebeek, L. D., & Smith, S. D. (2011, June). Engagement: An important bridging concept for the emerging SD logic lexicon. In Proceedings.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.
Bruner, E. M. (1986). The anthropology of experience. University of Illinois Press.
Buhalis, D. (2019). Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: a perspective article. Tourism Review.
Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331.
Carmines, E., & Mclver, J. (1981). Analyzing models with unobserved models: Analysis of covariance structures. Beverly Hills. Social measurement: Current issues, 65-115.
Carvalho, A., & Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice, 26(1-2), 23-37.
Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of Applied Business Research (JABR), 10(2), 90-97.
Cermak, D. S., File, K. M., & Prince, R. A. (1994). Customer participation in service specification and delivery. Journal of Applied Business Research (JABR), 10(2), 90-97.
Chandler, J. D., & Lusch, R. F. (2015). Service systems: a broadened framework and research agenda on value propositions, engagement, and service experience. Journal of Service Research, 18(1), 6-22.
Cohen, J. B. (1990). Attitude, affect, and consumer behavior.
de Farias, S. A., Aguiar, E. C., & Melo, F. V. S. (2014). Store atmospherics and experiential marketing: A conceptual framework and research propositions for an extraordinary customer experience. International Business Research, 7(2), 87.
Dennis, C., Brakus, J. J., Gupta, S., & Alamanos, E. (2014). The effect of digital signage on shoppers' behavior: The role of the evoked experience. Journal of Business research, 67(11), 2250-2257.
Dennis, C., Michon, R., Brakus, J. J., Newman, A., & Alamanos, E. (2012). New insights into the impact of digital signage as a retail atmospheric tool. Journal of consumer Behaviour, 11(6), 454-466.
Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A confirmatory factor analysis of the end-user computing satisfaction instrument. MIS quarterly, 453-461.
Dong, B., Evans, K. R., & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the academy of marketing science, 36(1), 123-137.
Doorn, J. V. (2011). Comment: customer engagement: essence, dimensionality, and boundaries. Journal of Service Research, 14(3), 280-282.
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
Eisingerich, A. B., Auh, S., & Merlo, O. (2014). Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance. Journal of Service Research, 17(1), 40-53.
Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of business research, 46(2), 121-132.
Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: an exploratory study. Journal of business research, 46(2), 121-132.
Experience is Everything: Here’s How to Get it Right, Future of Customer Experience survey, PwC, 2018. Downloaded from: https://www.pwc.com/future-of-cx
Fan, X., Ning, N., & Deng, N. (2020). The impact of the quality of intelligent experience on smart retail engagement. Marketing Intelligence & Planning.
Gambetti, R. C., & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826.
Goffman, E. (1974). Frame analysis: An essay on the organization of experience. Harvard University Press.
Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of marketing, 64(3), 34-49.
Grundey, D. (2008). Experiential marketing vs. traditional marketing: Creating rational and emotional liaisons with consumers. The Romanian Economic Journal, 29(3), 133-151.
Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438-452.
Hapsari, R., Clemes, M., & Dean, D. (2016). The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers. Procedia Economics and Finance, 35, 388-395.
Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396.
Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing.
Hassan, Y., & Pandey, J. (2019). Examining the engagement of young consumers for religiously sanctioned food: the case of halal food in India. Young Consumers.
Hassenzahl, M. (2008, September). User experience (UX) towards an experiential perspective on product quality. In Proceedings of the 20th Conference on l'Interaction Homme-Machine (pp. 11-15).
Hassenzahl, M., & Tractinsky, N. (2006). User experience-a research agenda. Behaviour & information technology, 25(2), 91-97.
Hassenzahl, M., Wiklund-Engblom, A., Bengs, A., Hägglund, S., & Diefenbach, S. (2015). Experience-oriented and product-oriented evaluation: psychological need fulfillment, positive affect, and product perception. International journal of human-computer interaction, 31(8), 530-544.
Hauser, J. (2011). A marketing science perspective on recognition-based heuristics (and the fast-and-frugal paradigm).
Hayes, D., & MacLeod, N. (2007). Packaging places: Designing heritage trails using an experience economy perspective to maximize visitor engagement. Journal of vacation Marketing, 13(1), 45-58.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100-114.
Hoch, S. J. (2002). Product experience is seductive. Journal of consumer research, 29(3), 448-454.
Holbrook, M. B. (2000). The millennial consumer in the texts of our times: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Holbrook, M. B., Chestnut, R. W., Oliva, T. A., & Greenleaf, E. A. (1984). Play as a consumption experience: The roles of emotions, performance, and personality in the enjoyment of games. Journal of consumer research, 11(2), 728-739.
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2016). Strategic drivers, anticipated and unanticipated outcomes of customer engagement.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51, 57-71.
Hsiun @ Big shot (2017). Challenge yourself without limits! NIKE builds the world's first LED runway. Retrieved from https://www.brain.com.tw/news/articlecontent?ID=44851
Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.
Huang, T. L., & Liu, F. H. (2014). Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value. Internet Research.
IJsselsteijn, W. A., de Kort, Y. A., & Poels, K. (2013). The game experience questionnaire. Eindhoven: Technische Universiteit Eindhoven, 46(1).
Imarketer (2019). Creative Advertising: Coca-Cola creates first ever drinkable advertising. Retrieved from https://imarketer.home.blog/2019/02/24/creative-advertisingcoca-cola-creates-first-ever-drinkable-advertising/
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of service research, 17(3), 247-261.
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of service research, 17(3), 247-261.
Jantzen, C. (2013). Experiencing and experiences: a psychological framework. In Handbook on the experience economy. Edward Elgar Publishing.
Jantzen, C. (2013). Experiencing and experiences: a psychological framework. In Handbook on the experience economy. Edward Elgar Publishing.
Javornik, A., Rogers, Y., Moutinho, A. M., & Freeman, R. (2016). Revealing the shopper experience of using a" magic mirror" augmented reality make-up application. In Conference on designing interactive systems (Vol. 2016, pp. 871-882). Association for Computing Machinery (ACM).
Jeon, H. (2013). The effect of experiential marketing on customer satisfaction and revisit intention of beauty salon franchise stores. Journal of Fashion Business, 17(3), 109-121.
Joy, A., & Sherry Jr, J. F. (2003). Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience. Journal of consumer research, 30(2), 259-282.
Junglas, I., Goel, L., Abraham, C., & Ives, B. (2013). The Social component of information systems—How sociability contributes to technology acceptance. Journal of the Association for Information Systems, 14(10), 1.
Jun-You Liu (2014). In addition to waiting for the bus, how good can a bus stop in the digital age be. Retrieved from https://www.motive.com.tw/%e3%80%90%e9%ab%94%e9%a9%97%e8%a1%8c%e9%8a%b7%e3%80%91%e9%99%a4%e4%ba%86%e7%ad%89%e5%85%ac%e8%bb%8a%ef%bc%8c%e6%95%b8%e4%bd%8d%e6%99%82%e4%bb%a3%e7%9a%84%e5%85%ac%e8%bb%8a%e7%ab%99%e9%82%84%e8%83%bd/
Kaplan, E. L., Horvath, K., Udekwu, A., Straus, F., Schark, C., Ferguson, D. J., & Skinner, D. B. (1990). Gastrinomas: a 42-year experience. World journal of surgery, 14(3), 365-375.
Kaplan, R. M. (1990). Behavior as the central outcome in health care. American Psychologist, 45(11), 1211.
Kent, A., Dennis, C., Blasquez, M. C., Helberger, E., & Brakus, J. (2015). Branding, marketing, and design: Experiential in-store digital environments, In: Successful Technological Integration for Competitive Advantage in Retail Settings (pp. 1-22), Pantano, E. (Ed.), IGI Global, ISBN: 9781466682986.
Kent, A., Dennis, C., Cano, M. B., Helberger, E., & Brakus, J. (2018). Branding, marketing, and design: Experiential in-store digital environments. In Fashion and Textiles: Breakthroughs in Research and Practice (pp. 275-298). IGI Global.
Kent, T. (2007). Creative space: design and the retail environment. International Journal of Retail & Distribution Management.
Khan, I., Fatma, M., Kumar, V., & Amoroso, S. (2020). Do experience and engagement matter to millennial consumers?. Marketing Intelligence & Planning.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of service research, 13(3), 297-310.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of service research, 13(3), 297-310.
Levy, S. J. (1959). Symbols for sale. Harvard business review.
Lovelock, C. H., & Young, R. F. (1979). Look to consumers to increase productivity. Harvard business review, 57(3), 168-178.
McCarthy, J., & Wright, P. (2004). Technology as experience. interactions, 11(5), 42-43.
McCole, P. (2004). Refocusing marketing to reflect practice: The changing role of marketing for business. Marketing Intelligence & Planning.
McCormick, A., Hoellein, T. J., Mason, S. A., Schluep, J., & Kelly, J. J. (2014). Microplastic is an abundant and distinct microbial habitat in an urban river. Environmental science & technology, 48(20), 11863-11871.
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard business review, 85(2), 116.
Minkiewicz, J., Evans, J., & Bridson, K. (2014). How do consumers co-create their experiences? An exploration in the heritage sector. Journal of marketing management, 30(1-2), 30-59.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of business research, 63(9-10), 919-925.
Morgan, R. M., Beatty, S. E., & Vivek, S. D. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. The Journal of Marketing Theory & Practice, 20(2), 122-146.
Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of brand management, 14(5), 410-421.
Motive (2015). It will be destroyed automatically after 10 seconds! ? Scan the "beer bottle" to help you confess when you are drunk. Retrieved from https://www.motive.com.tw/%e7%9c%9f%e5%bf%83%e8%a9%b1%e5%a4%a7%e5%86%92%e9%9a%aa%e7%9a%84%e9%85%92%e7%93%b6%e7%89%88%ef%bc%81%e4%b8%8d%e6%95%a2%e8%aa%aa%e5%87%ba%e7%9a%84%e5%bf%83%e5%ba%95%e8%a9%b1%ef%bc%8c%e5%b0%b1%e4%ba%a4/
MSI. (2010). 2010-2012 Research Priorities. Available at http://www.msi.org/pdf/MSI_RP10-12.pdf (2010)
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33-44.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
Pantano, E., & Naccarato, G. (2010). Entertainment in retailing: The influences of advanced technologies. Journal of Retailing and Consumer Services, 17(3), 200-204.
Patterson, P., Yu, T., & De Ruyter, K. (2006, December). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane (pp. 4-6).
Patterson, P., Yu, T., & De Ruyter, K. (2006, December). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane (pp. 4-6).
Patterson, P., Yu, T., & De Ruyter, K. (2006, December). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane (pp. 4-6).
Pettersson, J. (2015). Unifying the offline and online customer experience: An exploratory study of omni channel customer experience in furniture retail industry in Sweden.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy.
Pine, B. J., & Gilmore, J. H. (2011). The experience economy. Harvard Business Press.
Poncin, I., & Mimoun, M. S. B. (2014). The impact of “e-atmospherics” on physical stores. Journal of Retailing and Consumer Services, 21(5), 851-859.
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347.
Prentice, C., Wang, X., & Loureiro, S. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50-59.
Pucillo, F., & Cascini, G. (2014). A framework for user experience, needs and affordances. Design Studies, 35(2), 160-179.
Rathee, R., & Rajain, P. (2020). MAKING CUSTOMERS HAPPY THROUGH EXPERIENTIAL MARKETING.
Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547-559.
Roto, V., Vermeeren, A., Väänänen-Vainio-Mattila, K., & Law, E. (2011, September). User experience evaluation–which method to choose?. In IFIP Conference on Human-Computer Interaction (pp. 714-715). Springer, Berlin, Heidelberg.
Rust, R. T., & Espinoza, F. (2006). How technology advances influence business research and marketing strategy. Journal of Business Research, 59(10-11), 1072-1078.
Ryan Lum (2015). Coca-Cola Machine Connects Countries & Shares A White Christmas. Retrieved from http://www.creativeguerrillamarketing.com/guerrilla-marketing/coca-cola-machine-connects-countries-shares-white-christmas/
Saha, G. C. and Theingi. (2009). Service quality, satisfaction, and behavioural intentions: A study of low‐cost airline carriers in Thailand. Managing Service Quality: An International Journal.
Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management decision.
Sawhney, M., Verona, G., & Prandelli, E. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of interactive marketing, 19(4), 4-17.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Silpakit, P., & Fisk, R. P. (1985). Participatizing the service encounter: a theoretical framework. In Services marketing in a changing environment (pp. 117-121). Chicago, IL: American Marketing Association.
Siregar, Y. (2018). User experience and interactive technology in fashion stores. Nottingham Trent University (United Kingdom).
Smilansky, S. (2009). Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page Publishers.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
Stringer, K. (2006). Advertising: If they make it, they will watch–companies let ordinary people create commercials.
Sundar, S. S., Jia, H., Waddell, T. F., & Huang, Y. (2015). Toward a theory of interactive media effects (TIME): Four models for explaining how interface features affect user psychology.
Tech News 3C (2016). UNIQLO uses brain technology to help you find the most suitable outfit. Retrieved from http://3c.technews.tw/2016/03/16/uniqlos-new-technology-picks-you-a-t-shirt-to-fit-your-mood/
Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48-59.
Unilever (2010). Ice cream served with a smile. Retrieved from https://www.unilever.com/news/news-and-features/Feature-article/2010/ice-cream-served-with-a-smile.html
Valerio, G., Herrera-Murillo, D. J., Villanueva-Puente, F., Herrera-Murillo, N., & del Carmen Rodríguez-Martínez, M. (2015). The relationship between post formats and digital engagement: a study of the Facebook pages of Mexican universities. International Journal of Educational Technology in Higher Education, 12(1), 50-63.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research, 13(3), 253-266.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146.
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401-420.
Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270.
Williams, A. (2006). Tourism and hospitality marketing: fantasy, feeling and fun. International Journal of Contemporary Hospitality Management.
Xu, J., Liu, Y., & Chung, B. (2017). Leader psychological capital and employee work engagement: The roles of employee psychological capital and team collectivism. Leadership & Organization Development Journal.
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
Yu-Qing Wu (2020). Heiwo AIoT technology concept store opened. Let the robot make coffee for you. Retrieved from https://www.1111boss.com.tw/winner/winner_News_Page.asp?id=13765
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.