- 學位論文
手作商品吸引消費者購買關鍵成功因素之研究－以黏土捏塑為例
The Critical Successful Factors of Handmade Goods to Attract Consumer's Intention to Purchase － a Case Study of Clay Molding
摘要
隨著人們消費能力的提升，人們亦不再只有追隨物質享受，逐漸轉變為追求精神層次的滿足，其中，手作更是受到現代人們的歡迎，然而，過去研究較多以實務創作相關與行銷層面相關，鮮少文獻探討關於購買手作商品的關鍵研究，因此，本研究建構出消費者購買手作商品之關鍵成功因素準則架構。 本文應用決策實驗室法與網路分析程序法確定消費者購買之關鍵因素，並且依據關鍵因素繪製出網絡圖，瞭解影響關聯性及重要程度。 實證研究發現，專家所認為的關鍵準則為「年齡層」、「吸引」、「好奇」、「外觀」、「趣味性」、「獨特創新性」、「美感性」，而其中「獨特創新性」為源頭向外影響其他關鍵因素；而消費者所認為的關鍵準則為「年齡層」、「好奇」、「設計」、「裝飾」、「外觀」、「獨特創新性」、「美感性」。最後，本文根據研究結果提供後續研究者及產業界具體建議之參考。
並列摘要
With the improvement of the consumption power of people, people no longer only follow the material enjoyment, but gradually turn to the pursuit of spiritual level satisfaction. Among them, the hand-made work is more popular in modern times. However, in the past, more research was done on the basis of practical creation and marketing. Related, few literatures explore key research on the purchase of hand-made goods. Therefore, this study constructs a framework of key success factors for consumers to purchase hand-made goods. This paper applies the decision-making laboratory method and the network analysis program method to determine the key factors of consumer purchase, and draws a network diagram based on key factors to understand the impact and importance. The empirical research found that the key criteria considered by experts are "age layer", "attraction", "curious", "appearance", "fun", "unique innovation" and "beauty" and "unique innovation" The key criteria for the external influence of the source are "age layer", "curious", "design", "decoration", "appearance", "unique innovation" and "beauty". The empirical study found that "learning new knowledge", "measuring new knowledge", "spreading new knowledge", "platform use attitude", "management role", "cognitive knowledge", "sharing knowledge" and "applying knowledge", among which " Sharing knowledge and application knowledge is the source of enhancing knowledge management systems and effectively driving other key factors. Finally, based on the research results, this paper provides a reference for follow-up researchers and industry specific recommendations.