The Analysis of Customers Perceived Value from Museum-Derived Commodities by the Means-End Chains

• Main Authors: LAN, KANG-HUA, 籃康華
• Other Authors: CHEN, CHI-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/34157855980052877203

碩士 === 國立雲林科技大學 === 設計學研究所 === 103 === Due to its rich cultural heritage and collection of resources, museums play a pivotal role in the trend of cultural creativity and the knowledge-based economy, and in the national industrial development. To follow the trend of commercial operations, museums that traditionally adopt showcases as a means of communication are also committed to developing museum shops and relevant derived commodities to create considerable economic benefits. Through the shops that sell commodities of derived designs and other related items, museums enable customers to create memorable experiences and share them with one another. At the same time, museums also create higher economic values and achieve their mission of culture and arts promotion and education. However, due to factors such as a lack of cross-border coordination development, trade-offs between product quality and cost considerations, developed product’s ineffective delivery of the value of collections, and customer preferences that are hard to grasp, the modern museum-derived commodities often face the problem of the gap between the development end cognition and customer expectations. Therefore, this research hopes to address the relevant factors to analyze the Customer Value and attractive factors of museum-derived designs of commodities. In view of this, the study aimed to research into the design of museum-derived commodities from consumers’ viewpoints on their purchase value. This paper adopted Means-Ends Chains (MEC) as the structure and incorporated qualitative and quantitative research methods to conduct exploration and verification. This paper first adopted Zaltman Metaphor Elicitation Technique (ZMET) to extract the common and linking constructs of the in-depth and internal thoughts of the customers’ who purchased museum-derived commodity. Then, after the consensus maps of the customers were constructed, this paper summarized and verified the results using a quantifying method. The differences in the cognitive structure of the medium values between the various consumer groups with distinct consuming characteristics were further investigated. The main results and conclusions were summarized as follows. 1. Appropriate and reasonable presentation of cultural meaning, story appeal, or conversable features was the major advantage of the museum-derived commodity that can satisfy individual consumer’s ultimate value. In addition, the degree of recognition and the demand of social psychological consequences of the consumer toward the commodity were higher than the specific functional consequences. 2. Different from the general cultural commodity, museum-derived commodity must provide the customers’ demand to meet their value of memory recall and preservation. 3. The construct of MEC are appropriate to be used in studies that investigate customers’ cognitive values on museum-derived commodity. In addition, the associations between attributes, consequences, and values are significant. 4. To the consumer groups that showed various degrees of involvement in museum-derived commodity, their emphases on product attributes, consuming consequences, and individual values showed significant differences. The greatest difference was found in the three variables including the meaningful presentation of the linkage with the exhibition, collection and preservation of memory, and the value of psychological enjoyment and self-actualization.