文化商品品牌形象之研究－鶯歌陶瓷之實證研究

The Brand Image of Cultural Commodity: The Evidence of Ceramics Industry in Ing-Ge

李建裕(Bruce C. Y. Lee) ； 林妙雀(Miao-Que Lin) ； 林君怡(Jiun-Yi Lin) ； 劉宛琳(Uan-Lin Liou)

《行銷評論》 4卷3期 (2007/09) Pp. 365-389

https://doi.org/10.29931/MR.200709.0006

摘要

文化商品為文化產業的發展創造經濟價值，同時文化商品也是傳遞文化內涵的主要載具。因此，消費者對文化商品之印象將影響其消費意願，也關係著該文化產業之興衰。本研究即是以鶯歌陶瓷為對象，探討其在消費者心目中之品牌形象。以鄰近亞洲國家之文化商品為比較基準，透過結構化問卷收集初級資料，依據索斯洞比較判斷法則，分析各國文化商品、各項產品屬性在消費者心目中之品牌形象。研究發現，鶯歌陶瓷在購買方便性、價格合理、及實用性上的表現較佳，而在其他方面表現中等；而消費者在選購文化商品時，最重視的因素是商品的整體美感，其次是文化商品的品質，最不重視的則是來源國形象以及實用性。本研究之結果可作為未來文化產業發展之參考依據。

關鍵字

文化產業 ； 文化商品 ； 鶯歌陶瓷 ； 品牌形象

並列摘要

Cultural commodity creates economic value for cultural industry, meanwhile, cultural commodity contains and deliver culture connotation. Consumers' image toward cultural commodity will affect their purchase intentions, consequently influence on the evolution of cultural industry. This study targets on Ing-Ge ceramics to investigate the brand image from consumers' point of view. The cultural commodities in nearby countries are selected as comparison basis. Structural questionnaire is designed to collect field data, Thurstone's method of paired comparison is used to evaluate the relative image of each attribute. Study result shows that Ing-Ge ceramics performs better in terms of purchasing convenience, price reasonability and usefulness. When purchasing cultural commodity, consumers pay much attention to beauty and quality of cultural commodity. In contrast, the country image and usefulness are not important concerns. The implications for cultural industry are discussed.

並列關鍵字

Cultural Industry ； Cultural Commodity ； Ing-Ge Ceramics ； Brand Image

參考文獻

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