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研究生:朱展鋒
研究生(外文):Chan- Feng Chu
論文名稱:行銷溝通、品牌權益、態度及體驗行銷對消費者購買文化創意產品之研究
論文名稱(外文):An Examination of the Relationship among Integrated Marketing Communications, Brand Equity, Attitude, Experiential Marketing - on Fashion Market Shopping
指導教授:郭冠樟郭冠樟引用關係
指導教授(外文):Kuan-chang Kuo
學位類別:碩士
校院名稱:國立屏東商業技術學院
系所名稱:行銷與流通管理系(所)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:110
中文關鍵詞:文化創意產業品牌權益體驗行銷行銷溝通
外文關鍵詞:Cultural and Creative IndustriesIntegrated Mar
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政府目前積極推動文化創意產業,已成為學術界所關注的課題。過去學者針對在文化創意產業的研究上,偏重於地方發展、個案探討及文化政策上,對於創意市集中的文創商品的購買行為研究較為少見。因此,本研究以Engel, Kollat & Blackwell (1993) 所提出的S-O-R (Stimulus- Organism-Response)模型為基礎,來建構消費者的行為模式。
本研究以SEM(Structural Equation Modeling)進行8個假設驗證,共發放450份,有效問卷共347份,有效問卷率為86%。結果顯示Engel, Kollat & Blackwell(1993)提出之S-O-R 模型非常適合應用在創意市集的消費者行為研究上。消費者的態度會透過行銷溝通、品牌權益及體驗行銷,來直接影響文創產品購買的行為意圖。
此外,本研究發現行銷溝通對態度無顯著影響,表示行銷溝通不會提升文創愛好者正面的購物態度。可能原因是本研究以創意市集做為問卷資料的回收而非店面,所以消費者無法感受到店家的行銷溝通。本研究也發現品牌權益對購買意願無顯著影響,這可能與目前文創商品較無知名品牌的關係所致。
The government actively promoted cultural and creative research become into the subject of academic concern. Previous studies in the cultural and creative industries research emphasis on local development, Case Study, cultural policy, for the marketing stimulation, feelings, and purchase behavior of consumers more rare. Thus, the study is based on Engel, Kollat & Blackwell’s S-O-R (Stimulus- Organism- Response) in 1993.
The study used SEM to testify eight hypothesis.The results showed that the attitude of consumers integrated marketing communication, brand equity and marketing experience will influence the behavior of cultural and creative product purchase intention.
This study builds model and hypothesis according to literatures, and also collects 347 valid questionnaires who have experience purchasing Culture products. Structural Equation Modeling (SEM) is applied to test the model and research hypothesis. The results are as follows:
(1) Integrated Marketing Communications has negative influence on Attitude
(2). Brand Equity has negative influence on purchase intention.
In addition, In this study, as the creative market survey data collection rather than the stores, so consumers can not feel the store's marketing communication. Second, as consumers focus on product availability and unique design style, cultural and creative products didn’t need to much stimulate of brand image.
摘要..................................................................................................................... I
Abstract................................................................................................................ Ⅱ
誌謝..................................................................................................................... Ⅲ
目錄..................................................................................................................... IIV

表目錄................................................................................................................. IV

圖目錄................................................................................................................. Ⅷ
第一章 緒論..................................................................................................... 1
第一節 研究背景......................................................................................... 1
第二節 研究動機與目的............................................................................. 6
第三節 研究流程......................................................................................... 8
第二章 文獻探討............................................................................................. 9
第一節 文化創意產業定義與特性............................................................. 9
第二節 消費者行為理論............................................................................. 13
第三節 行銷溝通......................................................................................... 22
第四節 態度................................................................................................. 25
第五節 體驗行銷......................................................................................... 28
第六節 品牌權益......................................................................................... 32
第七節 購買意願......................................................................................... 35
第三章 研究方法............................................................................................. 37
第一節 研究假說......................................................................................... 37
第二節 研究架構......................................................................................... 41
第三節 變項操作型定義............................................................................. 42
第四節 問卷設計......................................................................................... 45
第五節 資料分析方法................................................................................. 50
第四章 資料分析............................................................................................. 54
第一節 樣本結構分析................................................................................. 54
第二節 複選題與交叉分析......................................................................... 56
第三節 問卷信度與效度分析..................................................................... 65
第四節 模式配適度分析..................................................................... 70
第五節 假說驗證......................................................................................... 73
第五章 結論與建議......................................................................................... 76
第一節 研究結論......................................................................................... 76
第二節 管理意涵......................................................................................... 80
第三節 研究限制與後續研究建議............................................................. 82
中文文獻............................................................................................................. 83
英文文獻............................................................................................................. 87
網路資料............................................................................................................. 95
附錄一 研究問卷............................................................................................. -1-


表2-1 Kolter 消費者行為模式....................................................................... 19
表2-2 消費者行為之影響因素示意圖........................................................... 19
表2-3 以S→O→R消費者行為...................................................................... 19
表2-4 一般消費者特性................................................................................... 20
表2-5 消費者行為模型之比較....................................................................... 21
表2-6 行銷溝通的衡量構念........................................................................... 24
表2-7 態度的衡量構念................................................................................... 27
表2-8 體驗行銷的衡量構念........................................................................... 30
表2-9 品牌權益的衡量構面........................................................................... 33
表3-1 各變數之操作型定義........................................................................... 43
表3-2 行銷溝通之問項設計............................................................................ 46
表3-3 品牌權益之問項設計............................................................................ 46
表3-4 態度之問項設計.................................................................................... 47
表3-5 體驗行銷之問項設計............................................................................ 48
表3-6 購買意圖之問項設計............................................................................ 48
表4-1 樣本之描述性統計表........................................................................... 55
表4-2 參與創意市集的目的之複選題分析表............................................... 56
表4-3 文創產品最常搜尋的資訊來源表....................................................... 57
表4-4 常購買文創產品的產品類型之複選題分析....................................... 57
表4-5 購買文創產品所考量的因素之複選題分析....................................... 58
表4-6 在哪些地方購買文創產品之複選題分析........................................... 59
表4-7 參與創意市集目的與性別之交叉分析表........................................... 60
表4-8 購買文創產品的資訊來源與性別之交叉分析................................... 61
表4-9 常購買文創產品的產品類型與性別之交叉分析............................... 62
表4-10 購買文創產品所考量的因素與性別之交叉分析............................. 63
表4-11 購買文創產品地點與性別之交叉分析............................................. 63
表4-12 各構念之信度分析表........................................................................ 65
表4-13 本研究之驗證性因素分析結果表..................................................... 66
表4-14 本研究之區別效度............................................................................. 68
表4-15 模型配適評鑑指標與判定準則......................................................... 72
表4-16 理論結構模式路徑係數與假說驗證................................................. 73


圖1-1 兩岸三地對日常用品與服務的消費預期調查................................... 1
圖1-2 兩岸三地消費者行為與價值導向調查............................................... 2
圖1-3 2002~2007年文化創意產業家數統計圖............................................ 3
圖1-4 研究流程圖........................................................................................... 8
圖2-1 消費者行為模式................................................................................... 13
圖2-2 EKB消費者行為模式.......................................................................... 15
圖2-3 Nicosia 消費者行為模式..................................................................... 17
圖2-4 行銷溝通的實施層級........................................................................... 23
圖2-5 體驗矩陣............................................................................................... 31
圖3-1 研究架構圖........................................................................................... 41
圖4-1 結構模型圖........................................................................................... 69
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三、網路資料庫
1.兔牙小熊(2007)。「創意市集現象台灣熱起來」,聯合報,E4版,民95年11月5日。
2.兔牙小熊(2006)創意市集書店同樂會,聯合報。
3.陳宛茜(2007)。創意市集 出擊北京尬創意。聯合報,2007年5月1 日,取自取自http://udn.com/NEWS/READING/REA8/3823050.shtml
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