In these years, people¡¦s standard of living began to increase, so that the pattern of consumption is different from past way that pursued to meet the physical need. It means that the age of experienced economy is coming. Consumers require not only tangible goods or intangible services , but the satisfying and memorable consumer experiences. In addition, consumers want to get feeling from the products, and realize something from the process of consumption, so as to feeling toughed. These are the influence of customer emotions and touched circumstances known as ¡§Qualia¡¨. In this study, explanation of ¡§Qualia space design¡¨ as spatial environment design with five qualia factors: attractiveness, beauty, creativeness, delicacy, and engineering, then this study expect to construct scale of qualia space design through five qualia factors matrix with store atmosphere for measuring score of qualia space design and make it bring contribution to enterprises and academic field. The qualia space design appertains to static perception, but the experience marketing can be regard as dynamic feeling. So, this study explores these two variables relationship with customer satisfaction, customer loyalty, and purchasing intention by questionnaire survey. Among this, 363 valid questionnaires were returned, and this research use regression analysis to analyze relationship between variables. In general, the results show that qualia space design or experience value would improve customer satisfaction, and in turn, it would increases customer loyalty. As a result, the qualia space design and experience value are the one of important competitiveness in current high competitive environment.

PURPOSE To explain what impacts brand love. METHODOLOGY Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents. FINDINGS Previous literature lack of concern for parallel studies has a divergent effect in explaining what impacts brand love. A consolidated approach can explain brand love antecedents as the combination of brand evaluation, brand identification, and experience value. In additional findings, brand category has a rather small influence in brand love, and, brand love is a phenomenon not exclusive to one particular brand category. LIMITATIONS The findings of this research account for 50% of explanatory power, further exploration and qualitative tests are needed in order to identify the remaining explanatory power. IMPLICATIONS The results of this research suggest a consolidated model that can be used by researchers to extend the understanding of what antecedes brand love. Additionally, the model is a starting point for avoiding future divergence in literature. For managers, the findings present a three-faceted suggestion on how to use brand love antecedents. ORIGINALITY This study consolidates a divergent field of study, and by doing so, creates a new understanding of what impacts brand love. Additionally, the pre-study has an unorthodox methodological approach, and uses a qualitative method as a screening process, rather than an exploration process.

京都大学 / 新制・課程博士 / 博士(経済学) / 甲第24867号 / 経博第674号 / 新制||経||304(附属図書館) / 京都大学大学院経済学研究科経済学専攻 / (主査)教授 原 良憲, 教授 山田 仁一郎, 准教授 WANG Tao / 学位規則第4条第1項該当 / Doctor of Economics / Kyoto University / DGAM

O objetivo principal deste trabalho é investigar o impacto da interação entre consumidores no valor da experiência e na satisfação do consumidor, nos ambientes de varejo off-line e on-line, considerando o papel da ansiedade social. Para alcançar este objetivo, três estudos experimentais foram conduzidos. Os resultados indicam que a interação entre consumidores aumenta o valor da experiência e a sua satisfação tanto no ambiente de varejo off-line (estudos 1 e 3) como no on-line (estudos 2 e 3). Entretanto, no ambiente de varejo off-line, o impacto da interação entre consumidores na satisfação é moderado pela ansiedade social (estudos 1 e 3). Assim, quanto maior a ansiedade social do indivíduo, menor é o impacto da interação entre consumidores na satisfação do consumidor. Para a relação entre interação entre consumidores e valor da experiência, não foi encontrada essa moderação. No ambiente de varejo on-line, a ansiedade social não modera nenhuma destas relações, conforme previsto (estudos 2 e 3). Adicionalmente, o estudo 3 busca fornecer uma possível explicação da razão pela qual não há moderação no ambiente on-line, demonstrando que o controle da autoapresentação é maior neste ambiente, mas somente para consumidores com alta ansiedade social. / The main purpose of this study is to investigate the impact of customer-to-customer interaction on experience value and customer satisfaction, in the off-line and on-line retail environments, considering the role of social anxiety. To achieve this objective, three experimental studies were conducted. The results indicate that the customer-to-customer interaction increases the experience value and satisfaction in both the offline retail environment (studies 1 and 3) and the online (studies 2 and 3). However, in the offline retail environment, the impact of the customer-to-customer interaction on customer satisfaction is moderated by social anxiety (studies 1 and 3). Thus, the higher the social anxiety of the individual, the lower the impact of the customer-to-customer interaction on customer satisfaction. For the relationship between customer-to-customer interaction and experience value, this moderation was not found. In the online retail environment, social anxiety does not moderate any of these relationships, as predicted (studies 2 and 3). Additionally, study 3 seeks to provide a possible explanation of there is not such moderation in the online environment, and demonstrates that the self-presentation control is higher in this environment, but only for consumers with high social anxiety.

O objetivo principal deste trabalho é investigar o impacto da interação entre consumidores no valor da experiência e na satisfação do consumidor, nos ambientes de varejo off-line e on-line, considerando o papel da ansiedade social. Para alcançar este objetivo, três estudos experimentais foram conduzidos. Os resultados indicam que a interação entre consumidores aumenta o valor da experiência e a sua satisfação tanto no ambiente de varejo off-line (estudos 1 e 3) como no on-line (estudos 2 e 3). Entretanto, no ambiente de varejo off-line, o impacto da interação entre consumidores na satisfação é moderado pela ansiedade social (estudos 1 e 3). Assim, quanto maior a ansiedade social do indivíduo, menor é o impacto da interação entre consumidores na satisfação do consumidor. Para a relação entre interação entre consumidores e valor da experiência, não foi encontrada essa moderação. No ambiente de varejo on-line, a ansiedade social não modera nenhuma destas relações, conforme previsto (estudos 2 e 3). Adicionalmente, o estudo 3 busca fornecer uma possível explicação da razão pela qual não há moderação no ambiente on-line, demonstrando que o controle da autoapresentação é maior neste ambiente, mas somente para consumidores com alta ansiedade social. / The main purpose of this study is to investigate the impact of customer-to-customer interaction on experience value and customer satisfaction, in the off-line and on-line retail environments, considering the role of social anxiety. To achieve this objective, three experimental studies were conducted. The results indicate that the customer-to-customer interaction increases the experience value and satisfaction in both the offline retail environment (studies 1 and 3) and the online (studies 2 and 3). However, in the offline retail environment, the impact of the customer-to-customer interaction on customer satisfaction is moderated by social anxiety (studies 1 and 3). Thus, the higher the social anxiety of the individual, the lower the impact of the customer-to-customer interaction on customer satisfaction. For the relationship between customer-to-customer interaction and experience value, this moderation was not found. In the online retail environment, social anxiety does not moderate any of these relationships, as predicted (studies 2 and 3). Additionally, study 3 seeks to provide a possible explanation of there is not such moderation in the online environment, and demonstrates that the self-presentation control is higher in this environment, but only for consumers with high social anxiety.

O objetivo principal deste trabalho é investigar o impacto da interação entre consumidores no valor da experiência e na satisfação do consumidor, nos ambientes de varejo off-line e on-line, considerando o papel da ansiedade social. Para alcançar este objetivo, três estudos experimentais foram conduzidos. Os resultados indicam que a interação entre consumidores aumenta o valor da experiência e a sua satisfação tanto no ambiente de varejo off-line (estudos 1 e 3) como no on-line (estudos 2 e 3). Entretanto, no ambiente de varejo off-line, o impacto da interação entre consumidores na satisfação é moderado pela ansiedade social (estudos 1 e 3). Assim, quanto maior a ansiedade social do indivíduo, menor é o impacto da interação entre consumidores na satisfação do consumidor. Para a relação entre interação entre consumidores e valor da experiência, não foi encontrada essa moderação. No ambiente de varejo on-line, a ansiedade social não modera nenhuma destas relações, conforme previsto (estudos 2 e 3). Adicionalmente, o estudo 3 busca fornecer uma possível explicação da razão pela qual não há moderação no ambiente on-line, demonstrando que o controle da autoapresentação é maior neste ambiente, mas somente para consumidores com alta ansiedade social. / The main purpose of this study is to investigate the impact of customer-to-customer interaction on experience value and customer satisfaction, in the off-line and on-line retail environments, considering the role of social anxiety. To achieve this objective, three experimental studies were conducted. The results indicate that the customer-to-customer interaction increases the experience value and satisfaction in both the offline retail environment (studies 1 and 3) and the online (studies 2 and 3). However, in the offline retail environment, the impact of the customer-to-customer interaction on customer satisfaction is moderated by social anxiety (studies 1 and 3). Thus, the higher the social anxiety of the individual, the lower the impact of the customer-to-customer interaction on customer satisfaction. For the relationship between customer-to-customer interaction and experience value, this moderation was not found. In the online retail environment, social anxiety does not moderate any of these relationships, as predicted (studies 2 and 3). Additionally, study 3 seeks to provide a possible explanation of there is not such moderation in the online environment, and demonstrates that the self-presentation control is higher in this environment, but only for consumers with high social anxiety.

從體驗價值架構看香奈兒精品經營模式，研究動機是基於金融危機之下，檢示對奢華產業策略及執行力的衝擊，並透過體驗價值的架構，了解香奈兒精品持續成功的要素。 研究的目的在了解香奈兒的經營策略，並以體驗價值分析香奈兒的創新能力及藝匠精神。 研究的流程除了探討相關的經營策略外，並試圖定義什麼是精品產業。透過香奈兒精品個案予以驗証，並以深度訪談方式，進一步歸納個案的發現，最後做出結論。 節略研究的發現，可分為從經營的角度及從體驗價值的角度分別展開。 從經營的角度，可發現香奈兒的經營準則與價值是： 1. 重視長期的品牌價值增加，而非每年的盈利多寡。 2. 品牌對消費者保持距離。 3. 銷售夢想。 4. 對創新者的推崇。 5. 產地來源的重要。 6. 不做副牌。 7. 不併購它牌。 8. 股票不上市。 從體驗價值則是從五種感官進行分析及結論： 1. 從感覺性體驗價值 (sense)。 2. 從情緒性體驗價值 (feel)。 3. 從知性體驗價值 (think)。 4. 從行動性體驗價值 (act)。 5. 從關聯性體驗價值 (related)。 透過兩種角度的觀察分析，研究的結論可歸納如下： 1. 品牌擁有者與專業經營者在人格特質上的互動。 2. 形塑品牌與體驗價值間距的縮小。 3. 形象的月暈效應對產品線廣度擴大的幫助。 4. 各功能性政策與執行的一致性。 最後建議可節略如下： 1. 創業者的體驗價值需轉化成目標消費者的體驗價值。 2. 體驗價值的豐富化及深度化。 3. 策略與執行的一致性。 4. 專注本業。 5. 堅持度過景氣循環及時尚循環。 6. 產地來源對精品的重要性。 / The motivation to study Chanel strategy and management is wish to understand a company like Chanel to survive from worldwide finance crisis and still can execute its policy. Through Theory of Experience Value to understand better what element to make Chanel succeed. The purpose of study is to understand business strategy of Chanel and use Theory of Experience Value to know the creativity and craftsmanship of the company. The procedure of the study will review not only the business strategy of Chanel, but also to define what luxury industry is and through Chanel as a sample to verify. The case study will use deep interview to find out conclusion. The study is examined through two angles, one is examine case through traditional business management, and one is through Theory of Experience Value. From examine Chanel through traditional business management, the study found: It is focus on enrichment of brand equity instead of just profit. Keep distance in between the brand and target consumer. Sell dream. Importance of creator and creativity. Importance of product of origin. Don’t build sub-brand Do not engage merge. Do not go to public. From examine Chanel through Theory of Experience Value, the study found: Through “sense” to explore relationship in between brand and target consumer. Through “feel” to explore relationship in between brand and target consumer. Through “think” to explore relationship in between brand and target consumer. Through “act” to explore relationship in between brand and target consumer. Through “related” to explore relationship in between brand and target consumer. The study concluded through examines traditional business management and Theory of Experience Value is: The prefect relationship in between brand owner and professional business manager. Narrowing the gap in between brand value and perceived of customer. Good image will increase the successful chance of extension of product range. Consistency in between each management function. And the suggestion from the study is: Experience Value of brand owner need to be agreed and acknowledge by target consumer. Importance of enrichment of Experience Value. Consistency in between strategy and execution. Focus. Do not follow cycle of economic and cycle of trend. Importance of product of origin.

In the academic field of tourism, a relatively new type of tourism called Dark Sky Tourism is emerging. In this touristic field, there is a lack of studies focused on the individual tourist perspective. Therefore, this paper explores the perceived values of Dark Sky Tourism (DST). This study uses a deductive exploratory approach to understand the characteristics of DST in the context of experience value and perceived value and to connect it with two different value typologies. The data were collected through a netnographic research method by analyzing five different social media platforms. Subsequently, thematic analysis was utilized to analyze the data. The analysis resulted in five correspondent themes that were relevant throughout all of the collected data. These themes are as follows: (1) Aesthetic Significance, (2) Therapeutic Experiences, (3) Exploration and Curiosity, (4) Low-budget Appeal, and finally, (5) Nature and Heritage. The results of this study provide a holistic picture of what DST is all about and what individual Dark Sky Tourists value in DST. Future potential DST destinations can use this study to understand how to build an optimal DST experience.