A Study on the Relationships among Product Perception, Perceived Price and Purchase Intention of Cultural and Creative Products

• Main Authors: TUNG,CHIA-CHI, 董嘉琦
• Other Authors: CHUANG,SHU-TING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7c424f

碩士 === 僑光科技大學 === 企業管理研究所在職專班 === 107 === Due to the development of Taiwan’s cultural and creative industries in recent years, consumer behavior research related to cultural and creative commodities has become an important topic. Therefore, this article explores the correlation among perception of cultural and creative products, perceived price, and purchase intention. In this study, data were collected and investigated using online questionnaires with the help of convenience sampling. Three-hundred-and-twenty-three valid questionnaires were obtained. The relevant variables of the scale were all measured using a Likert five-point scale. After the data were sorted and pooled, they were analyzed using the SPSS statistical software; regression analysis was performed to verify the correlation among the variables. The data analysis of this study shows that there is a significant and positive correlation between the following: perceptions of cultural and creative products and perceived price; perceived price and purchase intention; and perceptions of cultural and creative products and purchase intention. In summary, perceptions of cultural and creative products directly affect perceived price and purchase intention; moreover, purchase intention is also affected by perceived price. Therefore, consumers’ perception of cultural and creative products is very important to businesses engaging in the research and development of cultural and creative products, as well as their sales.