客家特色產業消費心理向度與消費滿意度之研究以屏東縣內埔地區爲例

A Study of The Relationship of Consumers' Psychological Factor and Consumers Satisfactions towards Hakka Specialty industry-A Case Study of Nei-Pu Pingtung

劉照金(Chao-Chin Liu) ； 陳和賢(Ho-Hsien Chen) ； 李梁淑(Liang-Shwu Lee) ； 莊蘭英(Lan-Ying Chuang)

《人文社會科學研究》 3卷1期 (2009/03) Pp. 146-161

https://doi.org/10.6284/NPUSTHSSR.2009.3(1)8

摘要

本研究目的以消費者心理理論與文化產業消費行為基礎，探討消費者對客家特色產業消費心理向度與消費滿意度之關係。本研究方法參考相關文獻自行發展「客家特色產業消費心理向度與滿意度量表」為工具，以屏東內埔地區客家特色產業消費者為對象，共回收有效問卷783份，所得資料經分析結果如下：（一）客家特色產品消費心理向度與消費滿意度有顯著之正相關，其中客家特色產品消費之「文化異質性」及「文化體驗」兩向度與「消費滿意度」之相關最高；（二）消費者對客家特色產業整體消費滿意度可由文化體驗、文化異質性及消費權利等因素來預測，三項因素共可解釋總變異量67.8%，其中以文化體驗為最大之解釋變項(53.4%)，其次為文化異質性(13.2%)及消費權利(1.2%)等因素。本研究結論認為文化體驗因素對消費者滿意度最具影響力，若能充分利用行銷手法提昇消費者對客家特色產業之的心理向度時，尤其藉由參與客家文化體驗活動更能引發消費動機，消費者將表現更高的再購意願或將其美好經驗推薦給他人。

關鍵字

客家特色產業 ； 消費心理 ； 消費滿意度

並列摘要

The purpose of this research is based on the cultural industry and consumer psychology theory and thus analyses the factors related to consumption satisfactions of Hakka specialty products. The instrument of this research method is ”The measurement of consumers psychological analysis towards Hakka cultural industry” developed from the literature review. The consumers of Hakka specialty products within Nei-Pu Pingtung were targeted and 783 collected questionnaires were sufficient. The results are as the following: (1) It has significant positive relationship between the consumers' psychological factors towards Hakka cultural specialty industry and their satisfaction levels appeared while ‘cultural heterogeneity' and 'cultural Experienced' showed the closest relationship with consuming satisfaction among the consumers behaviors of Hakka cultural specialty industry. (2) The consuming satisfactory factors can be predicted by cultural experienced, cultural heterogeneity and consumer rights. These three factors can explain total explained variance is 67.8% while cultural experienced was the most significant explained variance (53.4%) followed by cultural heterogeneity (13.2%) and consumer rights (1.2%). In conclusion, Hakka cultural experienced will motivate consumers' repetitive buying behaviors and sharing their satisfactory purchasing experiences if their psychological factors can be enhanced by more effective marketing campaigns.

並列關鍵字

Hakka cultural industry ； consumer psychology ； consumption satisfactions

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