六堆地區客家特色產業消費心理向度及行銷策略之研究--以屏東內埔地區為例

A Study of Consumer Psychology Analysis and Marketing Strategy for Hakka Specialty Industry at Liuk Dui－

莊蘭英(Chuang Lan Ying)

指導教授 ： 劉照金 ； 陳和賢

國立屏東科技大學/人文暨社會科學院/客家文化產業研究所/碩士(2008年)

https://doi.org/10.6346/NPUST.2008.00014

摘要

本研究目的乃以文化產業與消費者心理行為理論為基礎，探討消費者對於客家特色產業之消費參與狀況、消費心理向度內涵、不同背景差異分析、消費者滿意度及行銷機制分析。本研究方法參考相關文獻與研究發展客家特色產業消費心理向度量表、客家特色產業消費滿意量表及行銷策略深度訪談大綱為工具，問卷調查以屏東六堆地區客家文化產業消費者為對象，共發出800份問卷，回收有效問卷783份，深度訪談對象採滾雪球方法抽取具代表性之經營者、官員、消費者及居民等10人，所得資料經分析結果如下：(一)消費者參與客家特色產業活動，以來自非六堆地區民眾為最多，消費者獲得資訊管道以報章雜誌報導為最多，消費者前來六堆理由以旅遊與參與活動者最多，到六堆地區的主要目的為參加活動與購買當地特產，主要到訪地區為內埔、萬巒、新埤地區，應加強觀光措施為古蹟保存與活化、景觀美化及交通便利改善；(二)影響消費者客家文化特色產業消費者心理向度共有「文化異質性」、「消費美學意識」、「客家文化體驗」、「一般消費權利」、「社會認同程度」等五構面，五個因素共可總解釋變異量達61.8%；(三)影響消費者在客家產業消費心理向度與滿意度因素，以「六堆地區長住經驗」、「族群」、「教育程度」、「職業」、「收入」等因素之影響較大，「年齡」、「性別」及「婚姻」則較無顯著差異；（四）影響消費者滿意度之因素可由文化體驗、文化異質及消費權利等因素來預測，三項因素共可解釋總變異量67.8﹪，其中以文化體驗為最具影響力，其次為文化異質性及一般消費權利等因素；(五)客家文化產業行銷機制應朝「滿足社會消費需求」模式推展，採取定點性文化產業展售及藉由相關輔導單位做文化產業技術輔導與文化產業銷售活動，並以「網路行銷」降低時空距離的因素影響，以提昇消費者感受客家文化產品的內涵及獨特性，且透過整合行銷以滿足供需市場需求，進而提升客家文化產業之競爭力、營造出客家地方特色。

關鍵字

六堆 ； 客家文化產業 ； 消費心理向度 ； 消費滿意度 ； 行銷策略

並列摘要

Based on the cultural industry and consumer psychology’s theories, the goal of this study is to analyze the background differences, satisfactions of consumers and marketing mechanism from the participation statuses and psychology dimension of consumers in Hakka specialty industry. Questionnaires were set up based on 「Dimension scale of consumer psychology of Hakka specialty Industry」, 「Satisfaction scale of consumers of Hakka specialty Industry」, and 「The in-depth interviews of marketing strategy」. 800 questionnaires were issued to the consumers of Hakka cultural industry in Pingtung Liuk Dui area and a total of 783 effective questionnaires were collected. In-depth interview were taken with those business men, public servants, consumers and residents who are representative to Liuk Dui Hakka specialty industry. The results are shown below:(1) Most of the consumers who join the activities of Hakka specialty industry are non Liuk Dui residents. The main channel for consumers obtaining information about Liuk Dui is from newspapers and magazines. The result showed that the main reason that attracted consumers coming to Liuk Dui is to travel, join activities and buy local specialties. Besides, Neipu, Wanluan, and Hsinpi Area are the most popular area that attracts visitors around. Therefore, some steps must be taken such as the preservation and activation of historic spots, landscaping and traffic improving. (2) For the psychology dimension of consumers of the Hakka specialty industry, through Factor Analysis, five types were determined: culture heterogeneity, awareness of consuming aesthetics, Hakka cultural experience, consuming right and level of social identity. Total explained variance of Factor Analysis are 61.8％ for these five types. (3) Factors that affect psychology dimension of consumers of Hakka Specialty Industry and satisfaction have significant differences on 「experiences of long stay in Liuk Dui」, 「group」, 「education level」, 「occupation」and 「average income」. Whereas, there are no significant difference found on 「age」, 「gender」and 「marital status」. Besides, factors that affect consumers’ satisfaction can be forecasted by cultural experience, culture heterogeneity and consuming right. (4)The total explained variance of Factor Analysis of these three factors are 67.8％. The results indicated that more consumers belongs to the cultural experience, the second large group belongs to the culture heterogeneity and consuming right. (5) Hakka cultural industry marketing mechanism should be promoted to satisfying social consumption demand mode. Some display sale stores and supporting units need to be selected to have technology guides, assistances and marketing activities. Also, combining internet marketing into their businesses can let consumers experience the connotation and uniqueness of hakka cultural products. Finally, through integrated marketing to satisfy market demand, the competitiveness of hakka cultural industry can be promoted in order to create local Hakka specialty .

並列關鍵字

Liuk Dui ； Hakka cultural industry ； consumer psychology ； consumer satisfaction ； marketing strategy

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