客家族群文化認同對客家文創產品購買意願之研究

The Study of Hakka Ethnic Cultural Identity on Purchase Intention for Hakka Cultural and Creative Products

黃桂香(Kuei-Hsiang Huang)

指導教授 ： 李樑堅

義守大學/管理學院/管理碩博士班/碩士(2017年)

摘要

本研究主要目的在探討客家族群對客家文化認同與客家文創產品購買意願之認知現況與差異，以及客家文化認同對客家文創產品購買意願之影響。本研究採用立意抽樣法，以問卷調查方式針對高屏地區客家族群進行資料蒐集，取得有效問卷347份，有效回收率91.80%。另外選用SPSS for Windows 22.0版的統計軟體，採用項目分析、因素分析、信度分析、描述性統計分析、t檢定、單因子變異數分析、相關分析與迴歸分析進行資料的統計檢定。本研究結果發現：
（一）客家族群對客家文化認同的總平均值為3.83，顯示客家族群對客家文化認同程度高；對客家文創產品購買意願的總平均值為3.78，顯示客家族群對於客家文創產品的購買意願程度是高的。
（二）客家族群個人背景變項在客家文化認同與客家文創產品購買意願上，在性別、教育程度、居住地以及個人月收入均呈現無顯著性差異，僅有年齡呈現顯著性差異。此項結果應是中高年齡之客家族群受到傳統客家文化影響較大，因此比年輕人具有較強烈的客家文化認同與支持客家文創產品。
（三）客家族群之客家文化認同對於客家文創產品的購買意願為正向影響。
根據研究結果，本研究提出下列建議，以作為客家團體、文創業者與後續研究者之參考。
（一）要舉辦不同類型的客家文化活動與慶典，以加強年輕人對客家文化的瞭解及參與，並鼓勵從家庭開始進行客家文化的傳承。
（二）客家文創產品設計上除保留客家文化元素外，也應考量美感、實用性與價格，以提升購買意願。
（三）未來研究可擴大研究對象範圍、增加文創產品類型與採用縱斷面或質性研究方法，進行結果比較與深入探討。

關鍵字

客家族群 ； 文化認同 ； 文創產品 ； 購買意願

並列摘要

The main purposes of this study were to understand the perceptions and differences of Hakka ethnic between Hakka cultural identity and purchase intention for Hakka cultural and creative products, and to examine the influence effects of Hakka cultural identity toward purchase intention for Hakka cultural and creative products. Questionnaire survey method by purposive sampling was used to collect data in this study. 347 valid samples were collected and valid rate was 91.80% from the Hakka ethnic in Kaohsiung and Pingtung areas. The statistical methods including item analysis, factor analysis, reliability analysis, descriptive statistics analysis, t-test, one-way ANOVA, and regression analysis by using SPSS 22.0 version were used to analyze the data and test the hypotheses. The findings of this study were showed as below.
1.The perceptions of Hakka ethnic on Hakka cultural identity (M=3.83) and purchase intention for Hakka cultural and creative products (M=3.78) was at high level.
2.Gender, educational level, residence, and individual monthly salary of Hakka ethnic were showed no significant differences on Hakka cultural identity and purchase intention for Hakka cultural and creative products. Age was the only personal background variable of Hakka ethnic that was showed significant differences. The result should be affected by the traditional Hakka culture for the high age group of the Hakka ethnic, and therefore they have strong Hakka cultural identity and support Hakka cultural and creative products more than young people.
3.Hakka cultural identity of Hakka ethnic had significantly positive effects on purchase intention for Hakka cultural and creative products.
According to the results, we provide suggestions for Hakka ethnic, industry and researcher in the future.
1.To strengthen the understanding of Hakka culture for young people by participating various Hakka cultural activities and events, and to encourage young people to inherit Hakka culture from the family.
2.In addition to retain Hakka cultural elements on Hakka cultural creative product designs, aesthetics, practicality, and price should be also considered to enhance the purchase intention.
3.It can expand the research scope to compare the results in future research, including to increase the study objectives of various areas and the categories of Hakka cultural creative products and to adopt longitudinal or qualitative research methods.

並列關鍵字

Hakka ethnic ； cultural identity ； cultural and creative product ； purchase intention

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