The Influences of Consumer's Lifestyle on Purchasing Nantou Ceramics

• Main Authors: Hsu Ting Ting, 許婷婷
• Other Authors: 翁徐得
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/20277988622992012053

碩士 === 大葉大學 === 設計研究所 === 100 === Ceramics industry in Nantou has possessed the fame of the historical cultures. For example, Nantou Ceramics has been the trend because of technical talents, suited environment, and the development of Cultural and Creative Industry. The study according to this background to explore the perceptions of Nantou Ceramics consumers with questionnaires. After statistic analysis, the research put the preference of the Nantou Ceramics consumers into unique merchandise, convenience and popularity, and specific personal styles. From all variables, unique merchandise was the main reason for consumers to do the consumptions, and this is the advantage for Nantou Ceramics to develop. The convenience and popularity of Nantou Ceramics were the second reason for consumers to purchase, and the third reason was the specific personal styles. Nantou areas had culture and area advantages to develop the sightseeing. For technical arts, combing with the characteristics of the sightseeing, cultural development, and specific geography was the predominance to promote personal brands and styles in Nantou Ceramics. Therefore, this study discovered that the potential development of Nantou Ceramics was due to the combination sightseeing tour with brand image, cultural connotations, and product features. Besides, the locations for ceramics parks and factories were gathered up in Nantou, and this factor makes consumers and tourists much more convenient to purchase. Those traits for ceramic sellers are the advantageous development and indispensable reason in operating and educating.