| Summary: | 碩士 === 元智大學 === 領導學程 === 99 === In cultural and creative industries, most of the productions are come from artists that made their minds without full concern about commercial purposes. Creators tend to focus on pursuit the real art, and usually insist on their own aesthetic standard. However, previous studies about the cultural and creative industries either focus on the subjective perception of creators to estimate it artistry, or from the view of business to calculate it commercial value. Little researches try to understand the process that evaluate cultural products and the value that consumers perceived. For this reason, this study considers the both value evaluations of consumers and creators; through a dyad perspective, this study tries to probe the factors that can minimize the gap between the perceived value of consumers and creators. Study 1 is from consumer side to discuss how product knowledge affect the acceptance and purchase intention of consumers. In the other hand, Study 2 will explore if the customer orientation can decrease the gap between creators and consumers.
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