當消費市場面臨高度同質化與競爭時，單純的功能性效益已難以滿足現代消費者，企業紛紛轉向情感行銷與體驗設計的營造，以期在紅海中創造獨特的品牌護城河與產品溢價。本論文以近年引發熱潮的潮玩品牌泡泡瑪特（Pop Mart）為研究對象，其核心 IP 多為設計師原創、以造型美學為主，不具明確敘事與角色個性，有別於以故事認同為核心的動漫型公仔，並輔以顧客體驗旅程，進一步探討以下研究問題：

1. 泡泡瑪特產品中的情緒價值是如何形成的？
2. 情緒價值如何具體影響消費者的購買決策與行為？
3. 企業如何運用情緒價值突破定價限制，建立產品溢價策略？

本論文採質性研究中的深度訪談法，針對具備重複購買經驗但程度不同的八位消費者進行訪談。經詳細分析與整理後，將發現收斂為「泡泡瑪特情緒價值驅動溢價模型」，得出以下結論：泡泡瑪特情境中的情緒價值形成始於視覺本能層的觸發，促使消費者在短時間內產生衝動購物；隨後，透過盲盒機制中「期待 — 緊張 — 揭曉」的體驗式的雲霄飛車（Experiential roller coaster）與近失效應（Near-miss effect），成功將單次交易轉化為讓消費者持續回購的涉入螺旋。最終，在情緒滿足的驅動下，消費者會將購買盲盒的花費歸入情感 / 娛樂的心理帳戶，這不僅淡化了消費者對價格的敏感度，面對聯名或限量款時，更會使消費者在錯失恐懼的推力下，心甘情願支付遠高於成本的溢價。此外，本研究亦發現，在社群媒體高度滲透的環境下，社群分享與名人效應並非獨立於情緒之外的價值構面，而是誘發情緒價值的「前導觸發因素」，此一觀察補充了既有消費價值框架在社群時代的適用性。

基於上述結論，本論文針對欲利用情緒價值創造品牌溢價的相關業者提出實務建議，企業應採取「實用化與稀缺化互補」的雙軌產品策略，滿足大眾市場的陪伴感與收藏市場的獨特性；在行銷經營上，應著重打造沉浸式的開箱儀式，並善用近失效應設計情緒補償機制以接住消費者的失落情緒。最後，企業必須以穩定的品質作為信任基石，方能突破傳統定價框架，將短期的情緒刺激轉化為長期的品牌忠誠與高溢價空間。

In a consumer market characterized by high homogeneity and intense competition, mere functional benefits are no longer sufficient to satisfy modern consumers. Companies are increasingly turning to emotional marketing and experiential design to establish unique brand moats and product premiums within "red ocean" markets. This thesis focuses on Pop Mart, a designer toy brand that has sparked a global craze in recent years—whose core IPs are largely original creations centered on aesthetic design, lacking explicit narratives or character personalities, thereby differing from anime-based figures rooted in story identification—and utilizes the Customer Experience Journey to explore the following research questions:

1. How is the emotional value within Pop Mart's products formed?
2. How does emotional value specifically influence consumer purchasing decisions and behaviors?
3. How do enterprises leverage emotional value to transcend pricing constraints and establish product premium strategies?

This study adopts a qualitative approach using in-depth interviews with eight consumers who have varying degrees of repeat purchase experience. Through detailed analysis, the findings are synthesized into the "Pop Mart Emotional Value-Driven Premium Model." The conclusions are as follows:

The formation of emotional value begins at the visceral level of visual triggers, prompting impulsive purchases in a short timeframe. Subsequently, through the "anticipation–tension–revelation" emotional rollercoaster of the blind box mechanism and the near-miss effect, single transactions are successfully transformed into an "involvement spiral" that encourages continuous repurchasing. Ultimately, driven by emotional fulfillment, consumers categorize these expenditures into emotional/entertainment mental accounts. This not only diminishes price sensitivity but also motivates consumers—fueled by the Fear of Missing Out (FOMO)—to willingly pay premiums far exceeding production costs for co-branded or limited-edition items. Furthermore, this study finds that in an environment of pervasive social media, social sharing and celebrity effects do not constitute a value dimension independent of emotion, but rather act as an "antecedent trigger" that elicits emotional value—an observation that extends the applicability of existing consumption value frameworks to the social media era.

Based on these conclusions, this thesis offers practical recommendations for businesses seeking to utilize emotional value for brand premiums. Enterprises should adopt a dual-track product strategy that complements "utility with scarcity" to satisfy both the companionship needs of the mass market and the desire for uniqueness in the collector market. Regarding marketing operations, focus should be placed on creating immersive unboxing rituals and utilizing the near-miss effect to design emotional compensation mechanisms that mitigate consumer disappointment. Finally, stable quality must serve as the cornerstone of trust, enabling a breakthrough from traditional pricing frameworks to convert short-term emotional stimuli into long-term brand loyalty and high-premium margins.

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