The Relationships among Aesthetics Perceptions, Brand Story Perceptions, Perceived Value and Purchase Intentions: The Moderating Effect of Price Sensitivity

• Main Authors: NEWSON CHEN, 陳鴻文
• Other Authors: Su-Ching Chang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/yy839a

碩士 === 德明財經科技大學 === 行銷管理系 === 104 === Cultural and creative industry not only is a newly industry, but also the government focused on this industry. Cultural consumption is a new trend in consumer market. In recent years, the notion of “Aesthetics Economics” has become an increasing attention issue. In addition, marketers always use “storytelling” to build the brand and create a positive image, therefore, “story marketing” has become a new important issue in marketing research. However, there seems to be a lack of research concerning consumer behavior of cultural and creative products. By observing the feature of cultural and creative products and reviewing the related literature, we found that discussing the relationships among aesthetics perceptions, brand story perceptions, perceived value, price sensitivity and purchase intentions is a valuable research issue. The study aims to construct the regression models that discussing the relationships among aesthetics perceptions, brand story perceptions, perceived value, price sensitivity and purchase intentions. The cultural and creative products were selected to be the research scope. The visitors of two cultural and creative parks in Taipei (i.e. Huashan 1914 Creative Park and Songshan Cultural and Creative Park) were selected to be the research subjects. A structural questionnaire was developed and systematic sampling and personal interview were used to collect the data. A total of 402 usable samples were obtained. The regression analysis demonstrates that aesthetics perceptions, brand story perceptions have positive effects on perceived value. In addition, perceived value has positive effect on repurchase intentions; while price sensitivity has no moderating effect between perceived value and purchase intentions. On the basis of the research results, we offered some marketing strategies and management suggestions for cultural and creative industry.