文創商品故事行銷與產品涉入對購買意願之影響

Influence of Storytelling Marketing and Product Involvement on Purchase Intention for Cultural Creative Handicraft Product

朱永蕙(Yung-Hui Chu)

《休閒事業研究》 14卷3期 (2016/09) Pp. 73-89

https://doi.org/10.6746/LIR.201609_14(3).0005

摘要

本研究主要探討文創商品的故事行銷與產品涉入對於購買意願的影響。本研究採網路問卷調查方式，共回收330份有效問卷。經迴歸分析結果顯示：1.故事行銷會正向顯著影響產品涉入，2.產品涉入會正向顯著影響購買意願，以及3.故事行銷會正向顯著影響購買意願。然而，產品涉入在故事行銷與購買意願之間，不具中介效果。因此，本研究提出兩點結論：1.成立琉璃珠展覽館，行銷產品，以及2.提供個人化的導覽服務。

關鍵字

故事行銷 ； 產品涉入 ； 購買意願

並列摘要

This study aims to investigate the influences of storytelling marketing and product involvement on purchase intention in term of cultural creative product. Data has been collected via Internet survey. Total valid questionnaire is 330. Regression analysis has been applied. Results shown as follows: 1. Storytelling marketing has a positive influence on product involvement significantly. 2. Product involvement has a positive influence on purchase intention significantly. 3. Storytelling marketing has a positive influence on purchase intention significant. However, there is no mediation effect of product involvement between storytelling marketing and purchase intention. Therefore, this study has two implications: 1. Establish Colored Glaze Bead exhibition center for product marketing, 2. Offer personalization tour service.

並列關鍵字

Storytelling Marketing ； Product Involvement ； Purchase Intention