臺灣博碩士論文加值系統

　　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。
　　有鑒於此潛力市場，本篇研究旨在探討生活中文創商品吸引消費者購買的要素，除了外在設計美學之外，還有內在的情感依附，以及具有理性價值的產品實用性與環保標籤。尤其，了解文創商品的外在美學與購買意圖間是否有內在情感的中介要素存在，能夠進一步深掘「情感」所代表的重要性。藉此幫助規模較小的個人設計師、設計團隊、工作室等，在有限的經費下發展更有效率的設計與行銷策略。
　　本篇研究設計消費者問卷，依照各探討要素設計相應的問項，並同時透過問卷調查消費市場中對文創商品的購買習慣。經過一次前測（33份）後篩選與刪除問項，後發布正式問卷並收回204份。透過電腦統計軟體SPSS針對問卷資料進行迴歸分析，檢驗文創商品之產品美學、情感依附、產品實用性與環保標籤等各變數之間的關係，分析結果如下：
　　一、文創商品之產品美學能正向影響消費者之購買意圖。
　　二、消費者對文創商品的情感依附在產品美學與購買意圖間具有中介效果。
　　三、文創商品之產品實用性能正向影響消費者之購買意圖。
　　四、文創商品之環保標籤能正向影響消費者之購買意圖。

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.

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
參考文獻---68
附錄---75

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