文創商品顧客輪廓因子之研究

Research on Customer Profile Factors of Cultural and Creative Products

文化創意產業作為文化推動經濟的新興產業，目前面臨產業依賴政策扶持，中小企業脫離政府資助，很難把握目標客群的問題。本研究根據顧客輪廓之構成，邀請「經濟管理類」、「文化與設計類」、「文創產業從業者」共十五位專家，通過模糊德爾菲法，對「文創商品顧客輪廓因子之重要程度」進行判定，研究目的為：探討文創商品顧客輪廓因子之組成，以此為文創商品設計與開發提供描繪目標客群之理論依據。本研究最終得到文創商品顧客輪廓五大構面，分別為：人口統計變項、心理因素、消費場域、消費狀態和消費決策。其中，「人口統計變項」構面包括：年齡、性別、國籍、居住地、教育程度、收入金額、家庭生命週期。「心理因素」構面包括：價值觀、生活型態、消費需求、購買動機。「消費場域」構面包括：網路、實體。「消費狀態」構面包括：消費時間、消費頻率、消費結構、購買目的、品牌忠誠度。「消費決策」構面包括：決策過程、決策風格、決策類型。

As a new industry that promotes the economy through culture, the cultural and creative industries are currently facing the problem that industries depend on policy support, and small and medium-sized enterprises are separated from government funding and are difficult to capture the target customer group.. Based on the composition of client profiles, this study invited fifteen experts from ""economic management"", ""culture and design"" and ""professionals in the cultural and creative industry"" to use the Delphi fuzzy method to assess the ""factors of client profile of culture and creativity "". products. ""The purpose of the research is to explore the composition of the customer profile factors of cultural and creative products, in order to provide a theoretical basis for the design and development of cultural and creative products to describe the target customer group.This research finally obtained five dimensions of the customer profile of cultural and creative products, namely: demographic variables, psychological factors, field of consumption, state of consumption and consumption decision-making. Among them, the dimensions of the ""demographic variables"" include: age, gender, nationality, place of residence, level of education, amount of income and family life cycle. Dimensions of ""psychological factors"" include: values, lifestyle, consumer demand, and purchase motivation. The dimension ""field of consumption"" includes: network, entity. The dimensions of the ""state of consumption"" include: consumption time, consumption frequency, consumption structure, purchase purpose and brand loyalty. The ""consumer decision-making"" dimension includes: decision-making process, decision-making style, and type of decision-making.