客家族群文化認同與客家文創產品購買意願之關聯性研究

The Study of Hakka Ethnic Cultural Identity on Purchase Intention for Hakka Cultural and Creative Products

本研究主要在探討客家族群對客家文化認同與客家文創產品購買意願之認知現況與差異。本研究採用立意抽樣法，以問卷調查方式針對高屏地區的客家族群進行資料蒐集，選用SPSS統計軟體進行資料統計檢定。本研究結果發現：（1）客家族群對客家文化認同程度、客家文創產品購買意願程度均高。（2）客家族群個人背景變項在客家文化認同與客家文創產品購買意願上，性別、教育程度、居住地及個人月收入均呈現無顯著性差異，僅年齡呈現顯著性差異。此項結果應是中、高年齡之客家族群受到傳統客家文化影響較大，較有強烈的客家文化認同與支持客家文創產品。（3）客家族群之客家文化認同對於客家文創產品購買意願為正向影響。

The main purposes of this study were to understand the perceptions and differences of Hakka ethnic between Hakka cultural identity and purchase intention for Hakka cultural and creative products. The study showed the perceptions of Hakka ethnic on Hakka cultural identity and purchase intention for Hakka cultural and creative products was at high level. And age was the only personal background variable of Hakka ethnic that was showed significant differences. The result should be affected the high age group of the Hakka ethnic have strong Hakka cultural identity and support Hakka cultural and creative products more than young people. Hakka cultural identity of Hakka ethnic had significantly positive effects on purchase intention for Hakka cultural and creative products.