文創商品之消費動機及顧客滿意度研究－以「大春煉皂－大稻埕概念店」為例

近年大稻埕逐漸形成新型態產業聚落，發跡於大稻埕的「大春煉皂」順應浪潮將傳產轉型為文創品牌，是否吸引消費者光顧購買，為值得探究議題。本研究旨在了解進入「大稻埕概念店」消費者的消費動機及顧客滿意度。第一階段採用田野調查與觀察法，實際得知消費者參觀行為及購買概況，再藉由第二階段問卷調查法深入了解其主因。本研究結果：（a）消費動機中，消費者認為「機能價值」高於「美學與分享價值」需求，其中影響消費者最主要消費動機「商品含有天然成分」，次要為「商品包裝具有吸引力」。（b）顧客滿意度中，消費者認為「服務」高於「商品及商店通路」需求，消費者有最高滿意度為「商品分類且陳列位置清楚」，次之則為「商品種類豐富」。

關鍵字

文創商品；消費動機；顧客滿意度；大春煉皂；大稻埕概念店

並列摘要

In recent years, Dadaochen has appeared the new type of industrial cluster. The new brand ＂Dachuns＂ has been raised from Dadaochen. It has been transferred from the traditional industry to the creative and cultural industry. To point out that the question of ＂Dachuns＂ is if this new brand will attract by customers or not. A major goal of this research is to realize the consumer motivation and customer satisfaction from entering ＂the concept store of Dachuns＂. In Section 1, we use field research and observational method to analyze the visiting flow of costumer. Section 2 is studying the cause of consumer behavior with survey techniques. This study set out to determine how consumer motivation and customer satisfaction affect the result. It shows that: (a) The consumer motivation had implications on ＂functions＂ more than ＂aesthetic＂, for example, costumers care about the product which contains natural ingredients, and the second one which is the product is attractive. (b) The customer satisfaction illustrated that customer focuses on ＂service＂ more than ＂market place＂, for instance, customers care about the classification and display of the product are clear, and the second one is the type of product is abundant.

並列關鍵字

Creative and Cultural Product ； Consumer Motivation ； Customer Satisfaction ； Dachuns ； The concept store of Dachuns

參考文獻

Abraham Maslow. (1954). Motivation and Personality. New York: Harper & Row, 80-106.

Google Scholar

Jones, A.J., Taylor, V.A. & Reynolds, E K. (2014). The Effect of Requests for Positive Evaluations on Customer Satisfaction Ratings. Psychology & Marketing, 31(3), 161-170.