結合方法－目的鏈及消費者決策模型進行新興服務體驗流程設計的可行性研究

A Feasibility Study on Developing a Service Experience Design Methodology for Emerging Services by Integrating Means-End Chain and the Consumer Decision-Making Model

10.6188/JEB.2015.17(3).03

郭建良(David Chien-Liang Kuo)；白玫莉(Mai-Li Pai)

方法－目的鏈 ； EKB模型 ； 服務體驗流程 ； 海外第二個家 ； Means-End Chains(MEC) ； Engel-Kollat-Blackwell(EKB) model ； service experience design ； overseas second home

電子商務學報

17卷3期（2015 / 09 / 01）

345 - 374

繁體中文

服務創新、體驗經濟與全球化，誘發新興服務的快速發展，而如何協助這些業態提升顧客感知價值與服務效能，便成為重要課題。唯現有服務體驗設計研究，多著重成熟服務情境的應用，對於前述情境著墨甚少。為協助彌平此一缺口，本研究結合「方法－目的鏈」與消費者決策領域的EKB模型，提出聚焦新興服務情境、涵蓋六個步驟的服務體驗流程設計方法論。為驗證所提方法論的可行性，本研究以海外第二個家銷售服務為標的，透過概念驗證（PoC）與商業驗證（PoB）等兩階段測試，初步確認其可行性。

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