本研究目的在探討售票系統與通路增加虛擬實境（Virtual Reality, VR）新功能及新型態之科技應用後，對於消費者來說是否具有附加價值與提升購買意願，及消費者使用虛擬實境（Virtual Reality, VR）新功能的實驗研究成果，能否在展演活動產業中提升售票系統與通路的售票量與行銷成效。透過對展演活動從業人員焦點群體訪談與消費者使用虛擬實境（Virtual Reality, VR）活動購票網站的實驗設計與執行。因目前展演活動產業發展以達到市場飽和狀態，除了展覽內容是關鍵外，售票通路升級及如何透過新科技應用來增加票房都是需要納入研究中，目前市場普遍的售票通路介面都無因消費者操作習慣進行升級及更新，因此本研究也將這點加入實驗網站的設計當中，探討消費者價值是否會因為活動網站內容規劃能夠提升購買意願。
本研究的研究結果顯示，增加虛擬實境（Virtual Reality, VR）新功能及新型態之科技應用的活動售票網站比一般活動網站使用贈獎與行銷後導購的成效更好，在從業人員的訪談分析中發現，對於增加虛擬實境（Virtual Reality, VR）新功能及新型態之科技應用到通路的方式是給予高度支持與肯定，普遍認為展覽內容夠豐富的情況下，可透過虛擬實境（Virtual Reality, VR）科技應用能增加展演活動的口碑與行銷。

The purpose of this research is to probe into whether applying Virtual Reality（VR）to distribution channel would provide customer a value-added service and increase purchase intention, and to inspect whether the research result of implementing the new function of Virtual Reality（VR）can increase revenue（ticket sales）and marketing effectiveness. On the account of the market saturation of the exhibition industry, in addition to exhibition content, upgrading the distribution channel and applying new technology to increase revenue （ticket sales） are also keys that should be included in the research. So far, the general interface of distribution channel does not upgrade and update with consumer operational habit. Thus, this research will also take the above into the design of experimental website to study whether consumer will be more willing to buy tickets because of the renovation of event website.
This research shows that the introduction of the new function of Virtual Reality（VR） and the new type of technology application produces a better outcome than the traditional methods such as giving out rewards and advertising through websites. From the interview with exhibition demonstrators, they highly support the introduction of Virtual Reality（VR）and the new type of technology application to distribution channel. It is generally accepted that, under the condition of the richness of exhibition content, the application of Virtual Reality can improve the reputation and increase marketing effectiveness of the exhibition.

摘要 iii
Abstract vi
第一章 研究背景、動機、目的 1
第一節 研究背景與動機 1
第二節 研究目的 1
第二章 文獻探討 3
第一節 消費者價值 3
第二節 購買意圖 6
第三節 消費者價值與購買意圖之關係 7
第三章 研究方法 9
第一節 研究方法與流程 9
第二節 訪談法 10
第三節 實驗設計 17
第四節 活動網站介面設計與問卷調查 22
第四章 研究分析 27
第一節 焦點群體訪談實施與分析 27
第二節 消費者展覽VR體驗活動實驗結果分析 40
第五章 結論與建議 47
第一節 結論 47
第二節 研究貢獻 48
第三節 研究限制與未來研究建議 48
參考文獻 50
附錄︰訪談大綱 53

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