| Summary: | 碩士 === 東方設計學院 === 文化創意設計研究所 === 101 === The cultural and creative industries have been greatly promoted by the government in recent year, thus this study uses craft products of cultural and creative industry as research subjects to explore the consumers behaviors in Kaohsiung City. This study takes EBM model as a research framework and demographic variables and AIO lifestyle as a basis for market segmentation in order to discuss different consumers’ purchase of craft products.
The results show that the majority of consumers “introduced by relatives and friends”are aged over 41; those by “DM flyers” and “network” are young consumers in information sources. Those male consumers with higher educational background and aged over 41 take more interest in high-priced craft products of collectible values and have more experience in purchasing craft products from collectors, while young women love fashionable gold and silver jewelry, handicrafts or materials for DIY and shell goods. The unit price of handicrafts that consumers can accept is proportional to their disposable income.
In this study, the consumer lifestyles can be divided into four groups, which all have the highest degree of recognition in buying craft products due to interest. For consumers with different lifestyles, their consumption state is closely related to their actual monthly disposable income and ethnic characteristics. As for whether they will recommend the products to friends and relatives, the four groups do not show high level of agreement; as for whether the price is reasonable, consumers’ recognition is not high either.
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