| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 105 === The main purposes of this study were to understand the perceptions and differences of Hakka ethnic between Hakka cultural identity and purchase intention for Hakka cultural and creative products, and to examine the influence effects of Hakka cultural identity toward purchase intention for Hakka cultural and creative products. Questionnaire survey method by purposive sampling was used to collect data in this study. 347 valid samples were collected and valid rate was 91.80% from the Hakka ethnic in Kaohsiung and Pingtung areas. The statistical methods including item analysis, factor analysis, reliability analysis, descriptive statistics analysis, t-test, one-way ANOVA, and regression analysis by using SPSS 22.0 version were used to analyze the data and test the hypotheses. The findings of this study were showed as below.
1.The perceptions of Hakka ethnic on Hakka cultural identity (M=3.83) and purchase intention for Hakka cultural and creative products (M=3.78) was at high level.
2.Gender, educational level, residence, and individual monthly salary of Hakka ethnic were showed no significant differences on Hakka cultural identity and purchase intention for Hakka cultural and creative products. Age was the only personal background variable of Hakka ethnic that was showed significant differences. The result should be affected by the traditional Hakka culture for the high age group of the Hakka ethnic, and therefore they have strong Hakka cultural identity and support Hakka cultural and creative products more than young people.
3.Hakka cultural identity of Hakka ethnic had significantly positive effects on purchase intention for Hakka cultural and creative products.
According to the results, we provide suggestions for Hakka ethnic, industry and researcher in the future.
1.To strengthen the understanding of Hakka culture for young people by participating various Hakka cultural activities and events, and to encourage young people to inherit Hakka culture from the family.
2.In addition to retain Hakka cultural elements on Hakka cultural creative product designs, aesthetics, practicality, and price should be also considered to enhance the purchase intention.
3.It can expand the research scope to compare the results in future research, including to increase the study objectives of various areas and the categories of Hakka cultural creative products and to adopt longitudinal or qualitative research methods.
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