Exploring the Impact of Cultural Creative Product Design on Consumers Purchase Intention

• Main Authors: SIE, MENG-CIN, 謝孟勤
• Other Authors: PAN, LEE-YUN
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/u6muj2

碩士 === 國立雲林科技大學 === 企業管理系 === 107 === In recent years, with the development of aesthetic economy, cultural and creative industry has been booming, and many cultural and creative products with local culture and local characteristics have been developed, leading to the sale of various cultural and creative products in the market, but what kind of cultural and creative products can win the favor of consumers and create the differentiation of products in the market. The purpose of this study is to explore the effect of cultural and creative product design on consumers' purchase intention. Furthermore, the influence of different product values, product involvement and perceived price on the purchase of cultural and creative products after product design is analyzed. In this study, 160 valid questionnaires were issued to the respondents aged 20 to 30. The results showed that: 1. Cultural design elements can improve the perception of product design 2. Compared with products with no cultural design elements, products with cultural design elements can improve consumers' purchase intention. 3. Compared with cultural and creative hedonistic goods, cultural and creative utilitarian goods significantly increase consumers' purchase intention 4. In the utilitarian value, products with cultural design elements can improve consumers' purchase intention more than those without; In the hedonic value, then no effect. 5. Compared with products with no cultural design elements, products with cultural elements can increase the willing price.