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| Title: | 品牌價值創造的數位關鍵時刻：AI行銷對隱形眼鏡品牌峰值體驗的影響分析
The Digital Moments of Truth in Brand Value Creation: An Analysis of AI Marketing’s Impact on Peak Experiences in Contact Lens Brands |
| Authors: | 吳沛璇
Wu, Pei-Hsuan |
| Contributors: | 白佩玉
Pai, Pei-Yu
吳沛璇
Wu, Pei-Hsuan |
| Keywords: | AI 行銷
峰值體驗
顧客旅程
品牌信任
品牌形象
品牌共鳴
AI marketing
Moment of Truth
customer journey
brand trust
brand image
brand resonance |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:48:15 (UTC+8) |
| Abstract: | 在消費者決策日益複雜、品牌體驗愈加重要的時代，企業越來越重視在顧客旅程各個階段中的關鍵點。本研究以「關鍵時刻」(Moment of Truth, MOT) 理論與峰值體驗的概念為分析基礎，結合數位轉型趨勢中的 AI 行銷應用，探討 AI 技術如何介入並重塑隱形眼鏡品牌在進店、轉化、複購與推薦四個消費階段的決策與體驗。且由於隱形眼鏡產品高度依賴配戴舒適度與品牌信任，本研究聚焦於該產業，進行消費者訪談與案例分析，以填補現有文獻在 AI 與 MOT 應用的整合面。
本研究聚焦以下四個問題：（一）在未導入 AI 技術情境下，消費者於隱形眼鏡顧客旅程中各階段的關鍵決策因素為何？（二）AI 行銷工具導入後，如何影響消費者於 MOT 四階段中的行為與感受？（三）不同類型的 AI 工具（推薦系統、AR試戴、客服、智能提醒）如何對應 MOT 框架中不同階段，並具備何種價值？（四）品牌可據此擬定哪些優化策略，以重建品牌記憶與強化顧客關係？
本研究收集了 210 份問卷調查進行隱形眼鏡購買行為分析，並採用半結構式深度訪談法，訪談了九位有配戴隱形眼鏡經驗的消費者，並輔以寶島眼鏡、安視優®Acuvue®、Edenred、LensCare 等品牌案例進行佐證。研究發現，在未使用 AI 工具時，消費者主要依賴口碑、過往經驗和價格誘因做出決策；而引入 AI 工具後，AR 試戴提升了進店和轉化的意願，AI 客服和推薦系統減少了猶豫和資訊負擔，智能提醒則穩定了重複購買行為，社群互動設計則提升了推薦的動機。然而，部分標準化的推薦機制也可能導致資訊過載或隱私顧慮。
根據研究發現，建議隱形眼鏡品牌可以從 MOT 四階段進行數位體驗旅程優化，並結合 EBBE (Employee-Based Brand Equity) 強化內部品牌一致性。具體策略包含：導入互動式體驗與個人化推薦以提高第一印象；結合試戴誘因提升轉化率；以健康提醒與補貨機制強化顧客黏著度；設計鼓勵分享的社群機制推動品牌擴散。以有助於企業在 AI 浪潮下建立可持續經營的高價值品牌資產。
As consumer decision-making becomes increasingly complex and brand experience gains importance, companies are paying closer attention to key touchpoints across the customer journey. This study adopts the Moment of Truth (MOT) framework as its analytical foundation and integrates AI-driven marketing strategies to explore how artificial intelligence reshapes consumer decision-making and experience in four critical stages: store entry, conversion, repurchase, and recommendation. Given that contact lens purchases are heavily influenced by comfort and brand trust, this research focuses specifically on the contact lens industry through qualitative interviews and real-world applications, aiming to bridge a gap in the existing literature on the integration of AI and MOT.
This study addresses four key research questions: (1) What are the primary decision factors for consumers in each stage of the contact lens journey in a non-AI context? (2) How do AI marketing tools influence consumer behavior and perception across the four MOT stages? (3) How can different types of AI tools—such as recommendation systems, virtual try -ons, customer service bots, and smart reminders—be mapped to different MOT stages, and what unique value do they offer? (4) Based on these findings, what optimization strategies can brands adopt to rebuild memory and strengthen customer relationships?
The research was conducted through semi-structured in-depth interviews with nine consumers who had experience using contact lenses, supplemented by case studies from Formosa Optical, Acuvue® , Edenred,and LensCare. Findings indicate that in the absence of AI, consumers rely primarily on word-of-mouth, past experience, and price promotions to make decisions. With the introduction of AI tools, AR try-ons enhance store entry and conversion intent, while AI customer service and recommendation systems reduce hesitation and cognitive load. Smart reminders stabilize repurchase behavior, and social sharing functions increase consumers’ willingness to recommend. However, some standardized recommendation mechanisms may lead to information overload or privacy concerns.
The study suggests brands optimize their digital journeys along the four MOT stages while integrating the Employee-Based Brand Equity model to ensure internal brand consistency. Specific strategies include incorporating interactive experiences and personalized recommendations to enhance first impressions, using trial-based incentives to boost conversions, deploying, health reminders and refill mechanisms to improve customer retention, and designing social engagement features to encourage sharing. The strategies can help brands build high-value, sustainable brand assets in the age of AI. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363090 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363090 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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