體驗行銷與人格特質在文創產品創造力認知與忠誠度之研究－以「法藍瓷」為例

Experience, Personality, Creative Cognition and Loyalty on Creative Products: A Case Study of Franz

陶聖屏(Sheng-Ping Tao)

《行銷評論》 10卷1期 (2013/03) Pp. 1-17

摘要

藉由探討文創產品消費者人格特質、體驗行銷、產品創造力認知以及忠誠度之關係，假結構方程模式建構「文創產品消費者體驗模型」。以深度訪談與問卷方式，針對「法藍瓷」產品之消費者進行門市與網路調查。研究發現「情感思考體驗」、「人際關連體驗」與「感官饗宴體驗」是主要的體驗內涵，「親和性」、「外向性」與「開放學習性」是顯著的人格特質。整體而言，這些特質會對「產品體驗」、「產品創造力認知」與「行為意圖忠誠」帶來顯著的直接效果，同時也會經由「產品體驗」對後兩者造成間接影響，凸顯了體驗在整體模式中的重要中介角色；然而「創造力認知」無法如預期的對「行為意圖忠誠」帶來顯著的直接效果，在理論與實務上之運用文中有深入討論。

關鍵字

體驗行銷 ； 人格特質 ； 文創產品 ； 產品創造力認知 ； 法藍瓷

並列摘要

In this study the relationships among personality traits, experiences, creative cognition and buying intentions are examined, given the surging importance of cultural-creative industry on the economic development. An empirical survey of consumers of the Franz product, followed by an in-depth interview, was conducted. Results show that the emotional thinking, personal relations and sensation are major types of experiences; agreeableness, extraversion and openness to experience are essential personality traits. According to the analysis of structural equation modeling, personality has a significantly positive direct influence on respondents' experiences, creative cognition and buying intentions; there is also a significantly positive indirect influence on the latter ones by way of the variable of experience. Academic and practical uses from findings are discussed.

並列關鍵字

experiential marketing ； personality trait ； cultural creative product ； creative cognition ； Franz

參考文獻

Pizam, A.(ed.),Oh, H.(ed.)(2007).Handbook of Hospitality Marketing Management.Oxford, UK:Butterworth-Heinemann.

Pine, J. B.,Gilmore, J. H.(1999).The Experience Economy: Work is Theatre and Every Business a Stage.Boston:Harvard Business School Press.

Schmitt, B. H.(1999).Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands.New York:The Free Press.

Caves, R. E.(2002).Creative Industries: Contracts between Art and Commerce.Cambridge, MA:Harvard University Press.

United Nations Conference on Trade and Development(2010).Creative Economy Report 2010.,::United Nations Publications.