消费价值、美感经验与客家文化商品购买意愿之研究

A Study of Consumption Value,Aesthetics Experience and Purchase Intention of Hakka Cultural Commodity

在全球化竞争趋势下想要保留文化商品的一席之地必须要有自己的独特风格,必须注入创新元素满足不同消费者的需求,以期地方文化产业的永续发展。本研究的目的,是了解游客的消费价值、美感经验与客家文化商品购买意愿的状况。消费者在购买商品时,会根据产品的消费价值而定。不论商品本身具有哪些价值,在选择购买时,个人的消费价值会左右其购买决策行为。美感是相当主观的感觉,不同的消费者背景常有相异的美感经验,进而形成不同的生活风格,而后影响其消费行为。本研究发现:情感性价值是购买客家文化商品的主要考虑因素,而消费者在购买商品时,消费价值的判断是凌驾于个人美感经验之上的,换言之,商品的消费价值仍是消费者在进行消费行为时最重要的考虑因素。本研究建议,相关业者应:1.增进文化商品贩卖地点的气氛营造及网络宣传;2.针对不同消费者需求研发商品;3.促进客家文化商品品牌化经营及异业结盟,以使客家文化商品能够永续经营,活络地方经济,使台湾文化创意产业具有国际竞争力。

Under the trend of global competition to retain cultural commodity must have their own place in the unique style, we must add creative elements to satisfy the needs of different consumers, with a view to gaining a sustainable development of local cultural industries. The purpose of this study is to understand the consumption value, the aesthetics experience of tourist and the status of purchase intention of Hakka cultural commodity. When consumers buy goods, often based on value considerations. No matter commodity it has these values; the personal consumption value will control their purchasing decisions. Aesthetics is a subjective feeling; a different background consumer often have different aesthetic experience, thus forming a different life style, then its impact on consumer behavior. This study found that emotional value is the main consideration for the purchase of Hakka cultural commodity. Also, the judgment of consumption value is above the personal aesthetic experience. In other words, the consumption value is still the most important consideration of consumer behavior. This study suggests that the relevant industry should （ a ） Promotion of a pleasant atmosphere of cultural commodity store and create network publicity. （ b ） Commodities research and development for different consumer demand. （ c ） To promote Hakka cultural commodity by brand management and different industry alliances, so that the Hakka cultural commodity can be sustainable, active local economy then make Taiwan＇s culture creative industries with international competitiveness.