Virtual Reality, Real Intentions: Consumers' Evaluation of Product Packaging in Immersive Environments
暫譯: 虛擬實境中的真實意圖：消費者對沉浸式環境中產品包裝的評價
Branca, Generoso
相關主題
商品描述
This book investigates how consumers evaluate product packaging in Virtual Reality (VR) compared to Physical Reality (PR). It explores whether immersive environments can elicit responses similar to real-world settings, focusing on packaging's structural, haptic, and visual cues. Through a cue-based approach and empirical studies, it assesses consumers' perceptions, attitudes, and intentions, such as perceived sustainability, willingness to pay, purchase intention, and more. The volume bridges packaging design, sustainability, and consumer behavior in immersive environments, offering actionable insights for researchers and professionals in marketing, product development, and digital innovation. It positions VR as a valid tool for packaging evaluation and testing, contributing to both academic discourse and practical applications in prototyping and sustainable design.
商品描述(中文翻譯)
本書探討消費者在虛擬實境（Virtual Reality, VR）中如何評估產品包裝，與在實體實境（Physical Reality, PR）中的評估進行比較。它研究沉浸式環境是否能引發類似於現實世界的反應，重點關注包裝的結構、觸覺和視覺線索。透過基於線索的方法和實證研究，本書評估消費者的感知、態度和意圖，例如感知的可持續性、支付意願、購買意圖等。本書橋接包裝設計、可持續性和沉浸式環境中的消費者行為，為市場營銷、產品開發和數位創新領域的研究者和專業人士提供可行的見解。它將VR定位為包裝評估和測試的有效工具，對學術討論和原型設計及可持續設計的實際應用均有所貢獻。
作者簡介
Generoso Branca is a Post-Doc Researcher in the Department of Marketing at Bocconi University, Italy, and a Fellow in Marketing Management at SDA Bocconi School of Management, Italy, where he is also a member of the Channel & Retail Lab. He holds a Ph.D. from the University of Sannio, Italy, along with a Doctor Europaeus Certificate. His research interests include consumer behavior, sustainability, diversity and inclusion in the marketplace, and immersive technologies. He has published in international peer-reviewed journals such as Psychology & Marketing, and has received distinctions including second place for the Best Doctoral Thesis SIM-BNL Award 2023, the Best Reviewer Award 2023 and the Best Article 2024 Award from the Italian Journal of Marketing. He teaches courses in marketing, channel marketing, trade marketing, channel management, and sustainability.
作者簡介(中文翻譯)
Generoso Branca 是義大利博科尼大學行銷系的 博士後 研究員，以及義大利博科尼管理學院的行銷管理研究員，並且是渠道與零售實驗室的成員。他擁有義大利桑尼奧大學的博士學位，並獲得歐洲博士證書。其研究興趣包括消費者行為、可持續性、市場中的多樣性與包容性，以及沉浸式技術。他曾在國際同行評審期刊上發表文章，如《心理學與行銷》（Psychology & Marketing），並獲得多項榮譽，包括2023年最佳博士論文SIM-BNL獎的第二名、2023年最佳審稿人獎以及2024年義大利行銷期刊的最佳文章獎。他教授行銷、渠道行銷、貿易行銷、渠道管理和可持續性等課程。
