客家節慶文化宣傳產品的產品文化認知、行銷效益與購買意願之研究-以桃園客家節慶文化活動產品為例

臺灣國家發展委員會於1995年提出「文化產業化，產業文化化」的概念，促進了文化創意產業的發展，並帶動了各種結合地方特色、產業及文化的創新活動和慶典。這些活動中，通過不同設計師和單位開發的「文化宣傳產品」成為與公眾溝通和傳承文化精神的重要媒介。然而，這些產品是否能準確傳達文化精神及其行銷效益尚待探究。本研究以桃園市政府代表性的客家文化活動設計開發的文化宣傳產品為例，以桃園天穿日、桐花季、聖蹟亭三個文化節慶活動所開發之五款宣傳產品，探討不同客家文化宣傳產品在客家認同、產品文化認知、行銷效益與購買意願上的差異，並分析客家文化認同對這些變項的影響，以及不同人口統計變數的調節作用。以192份問卷有效樣品及SPSS 27 版本進行統計分析，結果顯示五款產品均有效發揮了文化設計程序的效益，其中天穿五行養生花茶組在產品文化認知、行銷效益與購買意願上表現最佳，這可能歸因於其文化整合的完整度。另外，研究發現，客家文化認同與產品文化認知、行銷效益及購買意願之間存在顯著正相關，且年齡、族群和文化活動參與經驗對這些變項有調節作用。因此，建議在未來文化宣傳產品的開發中，持續應用文化產品設計程序，強調功能和美感設計，並針對不同族群和年齡背景制定差異化行銷策略，以提升文化認同度、產品文化認知、行銷效益及購買意願。本研究期望為政府單位、商品開發業者、活動主辦方及設計師提供參考，助力於文化宣傳產品的設計及行銷策略制定。

關鍵字

文化商品設計；文化宣傳產品；文化認知；產品文化認知；行銷策略

並列摘要

In 1995, Taiwan's Council for Cultural Affairs proposed the concept of "cultural industrialization, industrial culturalization," which promoted the development of cultural and creative industries and led to various innovative activities and festivals that integrated local characteristics, industries, and cultures. Among these activities, "cultural promotional products" developed by different designers and organizations became important mediums for communicating with the public and transmitting cultural spirit. However, whether these products can accurately convey cultural spirit and their marketing effectiveness remains to be explored. This study focuses on the cultural promotional products designed and developed for the representative Hakka cultural activities by the Taoyuan City Government, specifically the five promotional products developed for the Taoyuan Tianchuan Day, Tung Blossom Festival, and Shengji Pavilion cultural festivals. It investigates the differences in Hakka identity, product cultural cognition, marketing effectiveness, and purchase intention among different Hakka cultural promotional products, and analyzes the impact of Hakka cultural identity on these variables, as well as the moderating effects of different demographic variables. Using 192 valid questionnaire samples and statistical analysis with SPSS version 27, the results show that all five products effectively utilized the benefits of the cultural design process, with the Tianchuan Five Elements Health Tea Set performing best in terms of product cultural cognition, marketing effectiveness, and purchase intention, likely due to its comprehensive cultural integration. Additionally, the study found significant positive correlations between Hakka cultural identity and product cultural cognition, marketing effectiveness, and purchase intention, with age, ethnicity, and cultural activity participation experience having moderating effects on these variables. Therefore, it is recommended that future cultural promotional product development continue to apply cultural product design procedures, emphasizing both functionality and aesthetic design, and developing differentiated marketing strategies based on different ethnic and age backgrounds to enhance cultural identity, product cultural cognition, marketing effectiveness, and purchase intention. This study aims to provide references for government agencies, product developers, event organizers, and designers, aiding in the design and marketing strategies of cultural promotional products.