系統識別號 U0026-1606201700141600
論文名稱(中文) 文創商品之產品美學、產品實用性、環保標籤對消費者購買意圖之影響:以情感依附為中介變項
論文名稱(英文) The Impact of Cultural and Creative Products’ Aesthetics, Functions and Eco-Labeling on Consumers’ Purchase Intention: Emotional Attachment as Mediator
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 105
學期 2
出版年 106
研究生(中文) 潘莞如
研究生(英文) Wan-Ju Pan
學號 R46041374
學位類別 碩士
語文別 中文
論文頁數 79頁
口試委員 指導教授-蔡惠婷
中文關鍵字 文化創意產業  產品美學  情感依附  產品實用性  環保標籤 
英文關鍵字 Cultural and Creative Industries  Aesthetics  Emotional Attachment  Functions  Eco-Labeling 
中文摘要   隨著時代的變遷與經濟的發展,現代人的生活與文創產業的關係愈來愈緊密,休閒時間可能拿來看電影、看展覽、參加工藝教室,也會購買唱片、書籍、遊戲軟體等,足見文創產業已融入消費者的日常,並被學者視為新一波的經濟動力,其影響力不可小覷。2015年發布的EY Cultural Times指出,在2013年,亞洲-太平洋地區貢獻了7,430億美金的銷售額與1,270萬個工作機會,是全球最大的文創市場。
英文摘要 Cultural and creative industries have become parts of people’s life in recent years. While Asia-Pacific area is stated as the largest cultural and creative market worldwide, it implies a potential power for designers, brands, or companies to develop in cultural and creative industries. Previous literatures investigating cultural and creative industries mainly focus on a certain brand, company, or creative park in Taiwan. This study aims to find out the factors of the cultural and creative products that affect purchase intention, including designing aesthetics, functions and eco-labeling, and especially the mediating effect of emotional attachment between aesthetics and purchase intention.
This study collects data by sending hard copy and online questionnaires to general consumers without restricting to any area or industry, organizing data with Word and Excel, and examining hypotheses with SPSS. 204 samples are collected, and used to run descriptive statistics, reliability and validity analysis, correlation analysis and regression analysis in SPSS, examining whether the hypotheses are significant.
The results of this study show out: (1) Aesthetics of cultural and creative products significantly affect a consumers’ purchase intention. (2) Emotional attachment reveals mediating effect between cultural and creative products’ aesthetics and purchase intention. (3) Functions of cultural and creative products significantly affect consumers’ purchase intention. (4) Eco-labeling of cultural and creative products significantly affects consumers’ purchase intention. In conclusion, though “beauty” and “feeling” are core part for cultural and creative industries, functions and eco-labeling also stand an important role.
論文目次 第一章 研究背景與動機---1
第一節 研究背景與動機---1
第二節 研究目的---3
第三節 研究問題---3
第四節 研究流程---4
第二章 文獻回顧---5
第一節 產品美學---5
第二節 情感依附---12
第三節 產品實用性---18
第四節 環保標籤---22
第五節 購買意圖---27
第三章 研究方法---29
第一節 研究架構與假設---29
第二節 研究變數與操作型定義---32
第三節 研究設計---36
第四節 資料分析方法---42
第四章 資料分析結果---44
第一節 樣本資料分析---44
第二節 敘述性統計分析---49
第三節 因素分析與信度檢定---52
第四節 PEARSON相關分析---57
第五節 迴歸分析---58
第五章 結論與建議---62
第一節 研究結論---62
第二節 研究貢獻---63
第三節 研究限制---66
第四節 未來研究建議---66
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