文化創意品牌形象與環境氛圍對消費者購買意願影響

The Influence on Impression and Atmosphere of Cultural Creative Brands to Consumers' Purchase Intentions

羅淑芳(Shu-Fang Luo)

《行銷評論》 11卷3期 (2014/09) Pp. 203-225

摘要

台灣多數中小型文化創意廠商過度重視產品設計生產，卻忽略行銷及商業模式運作，而無法增加營運績效，歐洲文化創意產業發展歷史悠久，其中，兼具創意產品獨特性及保有瑞典文化風格的IKEA（1943年創立，1973年國際化）已經成為在43國銷售的文創產業化公司，2006年IKEA進入文創產值較低的台灣高雄時，多元文化創意家具品牌形象及體驗式展示環境氛圍是否仍能有效產生價值創造，提高消費者購買意願？這是本研究要探討的主題。研究結果顯示文化創意品牌形象（文化因素及創意設計因素）與商店環境氛圍（週遭環境因素及社會因素）確實有助於提高消費者的購買意願，IKEA獨特文化創意品牌形象及環境氛圍顯著高於同類型家具賣場，顯示IKEA的商業運作模式是國內目前許多中小型文化創意產業廠商可學習及模倣的。

關鍵字

文化創意品牌形象 ； 環境氛圍 ； 購買意願

並列摘要

Most of cultural creative SMBs (small and medium businesses) in Taiwan put more emphasis on product design and production than marketing and business models. Therefore, it is not easy for these businesses to enhance their operation efficiency and increase the profit. European cultural creative industries have long history. IKEA were found in 1943 and internationalized in 1973. IKEA products, Swedish cultural style with unique and creative design, were sold in forty-three countries. In 2006, IKEA open a branch in Kaohsiung where selling amounts of cultural creative goods are quite low in Taiwan. However, can the brand image of multi-cultural creative furniture and the ambience of experiential exhibition still effectively create value and improve the purchasing intentions? It's the main question in this study. This study investigated the influence on impression and atmosphere of cultural creative brand to consumers' purchase intentions. The results show the factors of culture, creative design, environment and society can improve consumers' purchasing intentions. The unique cultural creative impression and atmosphere on IKEA are higher than other furniture mall of the same style significantly. It shows IKEA business models were learned and imitated by cultural creative SMBs in Taiwan.

並列關鍵字

Cultural creative brand impression ； Environmental atmosphere ； Purchasing intention

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