文化創意產業的體驗知覺與紀念品購物態度之探討

A Study of Experiential Perceptions and Product Attributes in Cultural Creative industries

潘儀禎(Yi -Chen Pan)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

未來學大師托佛勒(Alvin Toffler)預言「文化創意產業」將成為真正當紅的行業。Zukin(1995)也認為文化在城市經濟上被地方需求且成為吸引力的來源，而文化也可連結有形資產和當地文化，增加地方經濟。本研究以瞭解文化創意產業的體驗知覺、知覺價值及紀念品購物態度的因素構面，進一步探討遊客體驗知覺、知覺價值紀念品購物態度及關係品質之關聯性，有助於協助相關單位制訂及執行更有效的體驗行銷策略。以琉園博物館為例，藉由因素分析、集群分析及區別分析加以探討體驗知覺、知覺價值及紀念品購物態度對關係品質與關係結果之關連性。結果發現：(1)「體驗知覺」構面分為新奇體驗、視覺吸引、文化探索、舒緩身心及傳統認知。「知覺價值」構面分為情感價值、專業體驗、產品價值、地理位置及空間陳設。「紀念品購物態度」構面依序為收藏紀念、獨特設計及文藝氣息。(2)體驗知覺及知覺價值的集群分析獲得不同的市場區隔模式，以體驗知覺分成創意體驗型、隨意感受型、沈浸環境型、文化思維型：知覺價值分為情緒感受型、體驗感受型、多元感受型及隨意感受型(3)影響關係結果最為顯著的以產品價值、視覺吸引及文化認知。產品價值、關係品質及新奇體驗則影響關係持續性最為顯著。購買佔有率的影響以視覺吸引、舒緩身心及新奇體驗最顯著，若為改善口耳相傳以文藝氣息、產品價值及收藏紀念等最具有顯著性。

關鍵字

文化創意產業 ； 體驗行銷 ； 體驗價值 ； 產品態度

並列摘要

Futurist Alvin Toffler predict that "Cultural Creativity Industry" will become the most popular industry. This study looks for the elements of cultural creativity industry's experiencing perception, perception value and souvenir shopping's behavior. Investigate the connection between visitors' experiencing perception, perception value, souvenir shopping's behavior and their quality. This study can provide information for relate company to establish and executive a more effective experiencing marketing strategy. Take tittot museum for example, through factors analysis, cluster analysis, and discriminant analysis to analysis the connection between relative quality, relative results and experiencing perception, perception value and souvenir shopping behavior.
The results of this study indicate that: (1) [Experiencing perception] dimensions into novel experience, visually attractive, and cultural exploration, relieve physical, mental and traditional knowledge. [Perceived value] emotional dimensions into the value of professional experience and product value, place of the location and spatial layout. [Product Attributes] has memorial, special design and artistic value.(2)experience and perceived value of the perceived cluster analysis by different market segmentation mode for the perception of experience into creative, to make customers’ feel free-feeling, immersion-type environment, the culture of thinking: perceived value into feelings of emotion and experience-Feelings, feelings of pluralism and feel free-feelings.(3)The impact between the results of the most significant value to products, visual and cultural awareness to attract. Product value, and quality and novel experience while continuing influence of the most significant. The impact of share buy visually attractive to alleviate the physical, mental and novel experience the most significant, if in order to improve word of mouth to literary and artistic atmosphere, value and products, such as collection of the most significant.

並列關鍵字

Cultural Creativity Industry ； Experiential Marketing ； Experiential Value ； Product manner

參考文獻

張秀慧。台南創意文化園區營運團隊選擇暨產業引進之多重準則評估。國立成功大學企業管理研究所。P.2-3

a. For periodicals

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