THE INFLUENCE OF CULTURE AND CREATIVE PRODUCT COGNITION , PERCEIVED VALUE,INVOLVEMENT ON PURCHASE INTENTION

• Main Authors: Chan, Yu-Hsien, 詹宇賢
• Other Authors: Huang, Fei-Hui
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/4cugy9

碩士 === 亞東技術學院 === 運籌管理研究所 === 104 === Abstract Cultural and Creative industries are one of the major industries to develop in Taiwan. Those industries can offer potential benefits to emerging economies. Due to the stage of the industry development, consumer perceived the culture product cognition, value, and involvement may be different with that of those perceived the general product. In this study, a questionnaire survey was conducted with 172 potential consumers, to gauge their cognition, perceived value, and involvement of the culture product. This study is also to further understand whether the abovementioned variables may influence their willingness to purchase culture products. Hence, a conceptual model of the effects of consumers’ evaluations (product quality perceptions, internal reference prices, value perceptions, and involvement) on their purchase intentions is developed. The model was adapted from Grewal et al. (1998). Results indicated that internal reference price is influenced by their value perceptions. Moreover, product value perceptions and product quality perceptions positively influenced purchased intentions. This study discusses research results and applications to provide practical references for related research and the culture product design.