| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 98 === Museums play an important role of the creative industries. Museums enable people to understand the cultural meaning of exhibitions. Also, cultural goods sold in museums which can make viewers continuing enjoy the good memory.
The empirical researches of museums and cultural goods were few in the past. This study discussed the relationships among “communication”, “trust”, “consumer value”, and "behavioral intentions", and then provided marketing suggestions of cultural goods for museums.
The study targeted people who had been seeing exhibitions in the museums within six months. The questionnaires were distributed at the Internet and physical locations, such as museums and public places. There were 405 valid questionnaires in return.
The results have shown that, by the tested of hypotheses, utilitarian value, trust, and interpretation of meaning had positive significant impacts on buying intention. Therefore, museums can utilize these finding to improve their marketing programs.
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