本研究針對臺灣文化創意商品的跨界聯名做為研究主軸,探討文化創意商品的感質力、品牌權益、跨界聯名適配度及產品涉入程度對消費者購買意願的影響,希望提供相關業者在商品之開發及行銷上有顯著的幫助。本研究問卷設計以2014年於YAHOO!奇摩購物中心網站上,限量熱銷的大同及馬來貘Cherng兩大品牌跨界聯名之文化創意商品「美珍之鍋」為研究範例,有效問卷396份,有效問卷回收率為79%。問卷回收完成後,採套裝軟體STATISTICA 8進行問卷資料分析。研究結果顯示:(1)文化創意商品跨界聯名後的感質力對消費者購買意願沒有顯著的影響(2)文化創意商品跨界聯名前的品牌權益對消費者購買意願有部分影響(3)文化創意商品跨界聯名後的適配度對消費者購買意願有正向影響(4)文化創意商品跨界聯名後的產品涉入程度對消費者購買意願有正向影響。
This paper investigates how Taiwanese cultural products’ qualia, brand equity, crossover adaptability, and product involvement impact consumer purchase intention in order to offer insights into product development and marketing. This study conducted a questionnaire modeled on the marketing of Meizhen’s Steam Rice Cooker, a limited quantity, hot-selling item sold in 2014 on the YAHOO! Kimo shopping center website and a successful crossover cultural product of the TATUNG brand featuring the “Malayan Tapir” of Taiwanese artist Cherng. An examination of 396 questionnaires completed by a domestic sample showed that, following crossover, the four factors had the following impacts on consumer purchase intention: (1) the cultural creative product’s qualia had no significant impact, (2) its brand equity had some influence, (3) its adaptability had a positive influence, and (4) its degree of involvement had a positive impact.