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研究生:邱婕俐
研究生(外文):CHIU, CHIEH-LI
論文名稱:文創產品特性對知覺價值與產品認同度影響之研究─以消費者民族中心主義為干擾變項
論文名稱(外文):The Effect of the Characteristics of Cultural Creative Product on Perceived Value and Product Identification--with Consumer’s Ethnocentrism as Moderating Variable
指導教授:謝文雀謝文雀引用關係
指導教授(外文):Hsieh, Wen-Chueh
口試委員:陳美芳謝錦堂
口試委員(外文):CHEN, MEI-FANGShieh, Jiin-Tarng
口試日期:2020-05-22
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:104
中文關鍵詞:文創產品產品特性知覺價值產品認同度消費者民族中心主義
外文關鍵詞:cultural creative productproduct characteristicsperceived valueproduct identificationconsumer’s ethnocentrism
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文創產品的研究多著重於產品外觀設計與創意發想上,鮮少以消費面來探
討文創產品的行銷意義。本研究借用創新產品的產品特性觀點,作為文創產品
特性構面,探討消費者對產品知覺價值與產品認同度的影響,並以消費者民族
中心主義作為干擾變項。
研究設計分成三組情境,將生活用品(背包)與科技產品(掃地機器人)
兩類產品以有無文創設計搭配,針對20至60歲的台灣民眾進行施測,發放300份問卷,回收253份有效問卷,有效回收率84%。資料以SPSS軟體進行因素分析、迴歸分析。
實證結果發現,文創產品特性對知覺價值、產品認同度皆產生正向影響,但消費者民族中心主義並無強化或弱化效果。管理意涵有三:(一)文創產品外觀設計應適時地結合當地的主流文化元素;(二)文創產品的美感與功能性的兼顧或取捨,應以多元方式進行調查來決定,並與目標客群的連結;(三)不應為文創而文創,應掌握文化識別性與大眾偏好。產品應與顧客的消費與心理需求連結,才能提高產品的知覺價值與認同感。

The researches on cultural creative products focused much more on the design and ideas of the product appearance than its marketing implication. This study adopted the concept of innovative products to explore its effect on perceived value and product identification. For discussion deeply, consumer’s ethnocentrism is treated as a moderating variable.
The researcher designed three scenarios, in which two kinds of products (backpack and robotic vacuum cleaner) with/without the design of cultural pattern. 300 questionnaires were distributed to locals aged from 20 to 60, and 253 useful questionnaires collected. Data were analyzed by factor analysis and regression analysis with SPSS software. The result shows that the characteristics of cultural creative product do have positive effect on perceived value and product identification. Yet, the consumer’s ethnocentrism has no moderating effect on the relationship.
Three management implications suggested: (1) the design of cultural creative product should be combined with local cultural mainstream. (2) the trade-off of the aesthetic and functionality of a product should be determined by multi-faceted investigations and linked to the preference of target customers. (3) Markers should understand the cultural element and concurrent style to make fit between products and customer needs for more perceived value and identification.

第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究問題 4
第三節 研究目的 5
第二章、文獻探討 6
第一節 文創產品特性之探討 6
第二節 知覺價值 11
第三節 產品認同度 15
第四節 消費者民族中心主義 19
第三章、研究方法 23
第一節 研究架構 23
第二節 研究假設 26
第三節 變數定義與衡量 29
第四節 研究設計 32
第五節 調查對象與抽樣方法 37
第六節 資料分析 40
第七節 信度與效度分析 41
第四章、實證結果與分析 43
第一節 文創產品特性與知覺價值之關係 43
第二節 文創產品特性與產品認同度之關係 49
第三節 消費者民族中心主義對文創產品特性與知覺價值之干擾 54
第四節 消費者民族中心主義對文創產品特性與產品認同之干擾 60
第五章、結論與建議 66
第一節 研究結論 66
第二節 研究貢獻與建議 70
第三節 未來研究方向 73
第四節 研究限制 74
參考文獻 75
中文部分 75
英文部分 76
附錄 84

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