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善因行銷與消費者涉入對文創產品購買意圖之影響-以T公司為例 = The ...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

善因行銷與消費者涉入對文創產品購買意圖之影響-以T公司為例 = The effect of charity-related marketing and customer involvement on purchase intention of cultural innovation product: A case of T company

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The effect of charity-related marketing and customer involvement on purchase intention of cultural innovation product: A case of T company
作者:	蘇武智,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2013[民102]
面頁冊數:	93面圖，表格 : 30公分;
標題:	善因行銷
標題:	charity-related marketing
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/62343171130708896815
附註:	參考書目：面70-81
附註:	102年10月31日公開
摘要註:	台灣的文化創意產業在政府政策的極力推動下，近年來整體發展情形呈現正成長的趨勢，根據2011年文化創意產業年報數據統計，台灣2010年文化創意產業營業額相較2009年成長高達16.1%，為歷年來最高。近年來台灣自發性的創意能量不斷在累積及放射，從雲門舞集在國際舞台跳著屬於東方文化的舞蹈到觀賞著李安導演拍攝的「少年Pi的奇幻漂流」，在在顯示台灣豐富的文化底蘊，漸漸融入民間日常生活。國內對於文化創意產業之相關研究，研究內容大多屬行銷策略、品牌、4P、體驗行銷等主題之研究，目前尚無關於善因行銷、消費者涉入議題之研究，故本研究嘗試建構以善因行銷、消費者涉入為前因變項探討其對顧客購買意圖的影響，再輔以知覺價值為中介變數進行研究，採人員發放問卷方式進行實證研究。本研究共收回180份有效問卷，由研究結果可以發現消費者涉入對知覺價值具有顯著影響，知覺價值對顧客購買意圖具有顯著影響；知覺價值對消費者涉入對顧客購買意圖具有中介效果。因此文創產業業者若想提高顧客購買意圖，透過知覺價值為中介的影響，效果會較明顯。本研究分析結果提供以下建議：一、公益活動不一定會引起消費者的共鳴。二、強化展售點的視覺聯結設計，提高消費者的關注與認同。三、加值顧客的知覺價值將有助於提高消費者認同度進而影響顧客購買意願。本研究實證結果期能有助於文化創意產業顧客購買意圖之理論建構，供後續相關理論發展之參考。 With the strong policy support by the government, the overall development of Taiwan’s cultural and creative industries has seen positive growth in recent years. According to the statistics in the 2011 Cultural and Creative Industries Annual Report, the turnover of Taiwan’s cultural and creative industries in 2010 grew by 16.1% compared with 2009, reaching a record high. Spontaneous creative energy continued to accumulate and radiate in Taiwan in the past few years. From the oriental dance of Cloud Gate Dance Theatre during international performances to the film “Life of Pi” by director Ang Lee, Taiwan’s abundant cultural assets are shown here and there, and are gradually integrated into people’s daily life. Studies related to cultural and creative industries in Taiwan mostly focused on such topics as marketing strategies, branding, 4P, experiential marketing, etc. No study on charity-related marketing and customer involvement issues has been seen so far. Therefore, this study adopts charity-related marketing and customer involvement as antecedent variables, and attempts to explore their influence on purchase intention, with perceived value as the intervening variable. The empirical study is conducted by means of questionnaire survey. A total of 180 valid responses were collected in this study. It is found in the research result that customer involvement has significant influence on perceived value, and perceived value has significant influence on purchase intention, while perceived value has an intervening effect on purchase intention through customer involvement. Therefore, in order to achieve a more significant result of boosting customers’ purchase intention, the cultural and creative industries should work through the intervening effect of perceived value. Based on the analysis of the study’s result, the following recommendations are made: 1. Not all charity activities can arouse empathy among consumers; 2. visual link and design at the points of sale should be strengthened to spur consumers’ attention and recognition; 3. adding value to customers’ perceived value would help enhance customers’ recognition and hence influence their purchase intention. It is expected that the empirical results of this study may help construct the theory about customers’ purchase intention in the cultural and creative industries, in order to provide a reference for theoretical development in future studies.

善因行銷與消費者涉入對文創產品購買意圖之影響-以T公司為例 = The effect of charity-related marketing and customer involvement on purchase intention of cultural innovation product: A case of T company
蘇, 武智

善因行銷與消費者涉入對文創產品購買意圖之影響-以T公司為例 = The effect of charity-related marketing and customer involvement on purchase intention of cultural innovation product: A case of T company / 蘇武智撰 - [高雄市] : 撰者, 2013[民102]. - 93面 ; 圖，表格 ; 30公分.
參考書目：面70-81102年10月31日公開.
善因行銷charity-related marketing

善因行銷與消費者涉入對文創產品購買意圖之影響-以T公司為例 = The effect of charity-related marketing and customer involvement on purchase intention of cultural innovation product: A case of T company
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