利用消費價值探討創意生活產業相關衍生產品的購買意願

Exploring the Purchase Willingness of Related Derivative Products of Creative Life Industry Using Consumption Value

資訊快速流通，消費者對產品有更多元的選擇，導致企業更需要接受消費者需求的考驗。文化資產的特質有其無限性、差異性、共享性、可變性及豐富性，配合社會發展的趨勢結合更多的創意元素於產品上，帶來更高的經濟價值。本研究利用消費價值對文化創意產業購買意願之研究。研究方法採用問卷調查法，並於2022年8月1日至2022年9月30日發出400份問卷，回收有效問卷338份，回收有效率84.5%。本研究發現，提高文創產品的功能價值、社會價值、情感價值、新奇價值及情境價值皆可以顯著提高購買意願，乃是因為創意生活產業之相關衍生產品的差異與特質，對於創意生活產業之相關衍生產品主體上認知不同，對於賦予的價值就會不同，認同創意生活產業之相關衍生產品的價值主要以自我導向的判斷，當消費價值與商品價值產生共鳴時，即會引發出購買意願。另，也發現，情境價值對於購買意願高於功能價值、社會價值、情感價值、新奇價值，此乃因為情境價值在產品上可以產生集合效果，使得能夠暫時滿足消費者對於創意生活產業之相關衍生產品在某種情境上具有部分的價值，引發出消費者購買意願。本研究貢獻可提供創意生活產業之相關衍生產品業者深入了解消費價值對於購買意願的影響性。

The rapid flow of information, consumers had more choices for products, which made enterprises need to accept the test of consumer demand. The characteristics of cultural assets include their infinity, difference, sharing, variability and richness. In line with the trend of social development, more creative elements were combined in products to bring higher economic value. The study used consumption value to study the purchase intention of cultural and creative industries. The study method adopted the questionnaire survey method, and 400 questionnaires were sent out from August 1, 2022 to September 30, 2022, and 338 valid questionnaires are recovered, with an effective recovery rate of 84.5%. The study found that improving the functional value, social value, emotional value, novelty value, situational value of cultural then creative products can significantly increase purchase intention. It was because of the differences and characteristics of related derivative products of creative life industry, different perceptions of cultural creative commodities on the subject, and different values assigned to them. Identifying the value of related derivative products of creative life industry was mainly based on self-oriented judgments. When the consumption value and commodity value resonate, they will trigger purchase intention. In addition, it was also found that contextual value was higher than functional value, social value, emotional value, and novelty value in terms of purchase intention. Reaching part of the value in the situation triggers consumers’ willingness to buy. The contribution of the studying can provide cultural entrepreneurs with an in-depth understanding of the influence of the related derivative products of creative life industry on purchase intention.