再行銷策略(Retargeting)能夠針對不同認知階段的消費者，藉由再次內容說明與說服，故是數位行銷中最能達到轉換率的方式。體驗行銷是產生旅遊產業競爭優劣的關鍵。過去著重於提供消費者豐富的旅遊地資訊以提升消費者前往目的地的動機。然而，過多文字與圖片資訊僅能帶給消費者有限的想像。因此，本研究目的是探討虛擬實境(Virtual Reality, VR)行銷應用於旅遊業再行銷廣告之成效。為達到此目的，本研究分成兩個階段。在第一階段，本研究使用腦電圖(EEG, Electroencephalogram)來記錄事件相關電位（Event-Related Potential, ERP），以了解不同影片廣告序列(Video Ad Sequencing)的再行銷VR廣告設計對於消費者的情緒狀態之影響。在第二階段，我們進一步藉由電子臨場感(Telepresence)理論，並將再行銷VR廣告體驗分成正面影響(如：「正面情緒」與「提醒」、負面影響(「負面情緒」和「消費者疲勞」)以增強使用者沈浸式體驗，促使提升消費者的購買動力。本研究架構主要期望本研究之結果能作為旅遊業於再行銷策略發展之建議。

Retargeting is a marketing technique that persuades consumers to make an action by re-explaining the product concept in a manner consistent with the cognitive stages in which individual consumers are situated. It is a digital marketing tool that often yields higher conversion rates. Immersive experiential marketing, on the other hand, is the key to securing a competitive edge in the tourism industry. In the past, experiential marketing has been used to provide useful travel information for consumers to boost their motivation for visiting the advertised destinations themselves. However, excessive texts and images can actually impose a limit on consumers’ imagination. To address this, the present study explores the effectiveness of virtual reality (VR) retargeting campaigns in the tourism industry. This study was carried out in two stages. In the first stage, we used electroencephalogram (EEG) to measure Event-Related Potential to understand the effects of video ad sequencing in VR marketing on consumers’ emotional experiences. In the second stage, we classified the VR experiences as either positive (such as “positive emotions” and “reminders”) or negative (such as “negative emotions” and “consumer fatigue”) based on the theory of telepresence. The ultimate goal is to enhance consumers’ immersive experience and increase their willingness to buy. The findings of the present study offer valuable insights into the development of VR retargeting strategies for the tourism industry.

第一章  緒論	1
1.1  研究動機與背景	1
1.2  研究目的	4
1.3  研究程序	5
第二章  文獻探討	6
2.1  腦波與事件相關電位(ERP)	6
2.2  情緒於ERP關係(Emotion and ERP)	8
2.3  電子臨場感與虛擬實境(Telepresence and Virtual Reality)	10
2.4  電子臨場感的體驗(Telepresence Experience)	12
2.4.1 判斷真實性(Reality Judgement)	12
2.4.2 內部/外部一致(Internal/External Correspondence)	13
2.4.3 注意/專注(Attention/Abortion)	13
2.5  廣告與再行銷(Advertising and Retargeting)	14
2.6  再行銷廣告經驗的品質(Quality of Retargeting Advertising Experience)	15
2.6.1 正面情緒(Positive Emotion)	16
2.6.2 提醒(Reminding)	16
2.6.3 負面情緒(Negative Emotion)	17
2.6.4 消費者疲勞(Consumer Fatigue)	17
2.7  購買意圖(Purchase Intention)	18
第三章  研究方法	19
3.1  研究模型	19
3.2  研究流程	21
3.3  研究假說	23
3.3.1電子臨場感與再行銷廣告	24
3.3.2再行銷廣告與廣告經驗品質	26
3.4  研究設計	27
3.4.1  再行銷廣告設計	27
3.4.2  實驗流程設計	29
3.4.3  腦波實驗測量方法	33
3.5  問卷發展	35
3.5.1 研究問卷	35
3.5.2 問卷題項	35
3.6 實驗對象	39
第四章  資料分析與結果	40
4.1  資料分析方法	40
4.2  腦波資料分析	41
4.2.1不同情境之腦波資料分析	42
4.3 問卷樣本結構描述	43
4.4  模型假說與驗證	45
4.4.1  測量模型分析	45
4.4.2  結構模型分析(三種不同影片廣告序列的情境)	54
4.4.3 本研究之假說結果驗證	56
第五章  結論與建議	57
5.1	研究結果與討論	57
5.1.1	討論	57
5.1.2	理論意涵	60
5.1.3	實務意涵	62
5.2  研究限制與建議	64
第六章 參考文獻	65

表目錄
表3.1：研究流程………….…………………………………...…….…..……..21
表3.2.1：電子臨場感衡量之問項…………………………...…….…………...36
表3.2.2：再行銷廣告經驗品質衡量之問項…………………………..…….....37
表3.2.3：購買意圖衡量之問項……………………………...…….………...…38
表4.1：受測者一般性統計資料…………………………...…….…………..…44
表4.2.1：構面之描述性統計-預告設計...…………...………….…………..…46
表4.2.2：構面之描述性統計-強打設計...…………...………….…………..…47
表4.2.3：構面之描述性統計-熱度延燒設計...…………...……….………..…48
表4.3：各構面間之相關係數與AVE的平方根值…………………….………50
表4.4.1：預告設計之驗證性因素和交叉負荷………..........…….………..…51
表4.4.2：強打設計之驗證性因素和交叉負荷…………...…….………….…52
表4.4.3：熱度延燒設計之驗證性因素和交叉負荷……...…….………….…53
表4.5：不同影片廣告序列之假說驗證結果…….…………...…………..……56
 
圖目錄
圖1.1：研究程序………….…………………………………...…….…..….....…5
圖3.1：研究模型………….…………………………………...….……...…..…20
圖3.2.1：影片廣告序列 – 預告設計………….………………………...….…28
圖3.2.2：影片廣告序列 – 強打設計………….………………………………28
圖3.2.3：影片廣告序列 – 熱度延燒設計………….………….………..…...28
圖3.3：實驗流程圖……….…………………………………...….……….....…30
圖3.4：引導受測者進入實驗小遊戲…………….…………...….………...…..31
圖3.5：實驗影片撥放的VR畫面………….…….…………...….…………….32
圖3.6：Emotive EPOC….……………………………………...….……………34
圖3.7：14個偵測頻道(channel)位置圖………….……....…………...…..……34
圖4.1.1：影片廣告序列-預告設計情境下之腦波……....…………...….….…41
圖4.1.2：影片廣告序列-強打設計情境下之腦波……....…………...…..……41
圖4.1.3：影片廣告序列-熱度延燒設計情境下之腦波……....…………....….41
圖4.2.1：影片廣告序列-預告設計………….…….………...…....……………54
圖4.2.2：影片廣告序列-強打設計………….………………...….……………54
圖4.2.3：影片廣告序列-熱度延燒設計………………….…………...….……55

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