| Summary: | 碩士 === 中華科技大學 === 經營管理研究所 === 106 === This study investigates into the cultural creative industry, using samples from the National Cultural and Creative Gift Center, to provide recommendations for operational management and marketing strategies. Study population includes international travelers entering Taiwan, investigating the relationship between their understanding of cultural creative products, attitude towards shop atmosphere, and purchase intention.
A total of 340 questionnaires were distributed,with a total of 305
valid questionnaires used towards analysis and a retrieval rate of 89.71%. SPSS software was used for analysis including Descriptive Statistics Analysis, Reliability and Validity Analysis, Independent Sample t-test, One Way ANOVA, Pearson Correlation Analysis, and Multiple Regression Analysis. Concluding results as follows：
1.Cultural Creative products functional awareness, is the consumer’s main justification for purchasing and therefore gifting. The most evident is seen in the America traveler. “Aesthetically”, unilateral acknowledgement is the most significant amongst the male traveler.
2.Significant differences noted amongst different people background in “Understanding of Cultural Creative products”, “Shop Atmosphere” and “Purchase intention”. Social factors related to “Purchase intention” are especially important when considering procurement, gaining the most recognition and confirmation amongst travelers.
3.Positive correlation between “Understanding of Cultural Creative products”, “Shop Atmosphere” and” Purchase intention” which is significant.
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