文創產品品質對知覺價值及購買意願之研究

Exploring the effects of cultural creative product quality toward perceived value and purchase intention

臺灣在文化創意產業發展法訂定後，文創產業迅速崛起，許多中小企業開始致力於文創產品的發展與行銷。本研究藉由探討消費者對文創產品品質、知覺價值，及購買意願之關係，進一步了解國人對文創產品品質的看法。選取個案秀裕公司的文創雨傘產品，用問卷方式進行調查。以購買文創產品的消費者作為研究對象進行調查，共計回收559問卷份，應用SPSS迴歸分析來探討各變項間的關聯性。研究發現文創產品品質對消費者知覺價值與購買意願有正向影響關係，而消費者的知覺價值也正向影響其購買意願。

As the emergence of cultural and creative industry, many companies started to develop and marketing cultural creative products. The major objectives of our research are to discuss the relationships among product quality, perceived value, and purchase intention of cultural creative products. We selected the cultural creative umbrella product “Prolla”, manufactured by Shiow Yuh Industrial Company as the questionnaire investigation product. The population in this research was identified as customers of “Prolla” in department stores in Taiwan, resulting in 559 customers in the samples for analysis. The findings support the proposed hypotheses as follows. Product quality has a significant and positive influence on perceived value and purchase intention. Perceived value has a significant and positive influence on purchase intention. Finally, this research generated certain managerial implications for the managers of selected case company and cultural creative industry and suggestions for future research.