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博碩士論文: 以網路購買情境及消費價值探討客家文化商品購買意願之研究=A Study of Online Consumption Situation, Consumption Value and Purchase Intention of Hakka Cultural Goods

  • 作者:溫宜萱(I-HsuanWen)(研究生)
  • 其他作者:陳國祥(Kuo-Hsiang Chen)(謝孟達)(指導教授)
  • 語文:英文
  • 出版者:國立成功大學
  • 系所名稱:創意產業設計研究所
  • 學位類別:碩士
  • 出版日期:2010
  • 畢業學年度:98
  • 頁數:82
    • 主題:客家圖書-作品單篇
    • 關鍵詞:文化商品、網路購買情境、消費價值、購買意願、cultural goods、website design、consumption value、purchase intention
    • 國家:臺灣

    摘要:

    在全球化競爭趨勢下想保留在地文化就必須要有獨特風格,必須注入創新元素滿足不同消費者的需求,或是進而利用網路推廣,以期地方文化產業得以永續發展。本研究之目的,是為了瞭解消費者對於客家文化商品的消費價值與網路購買情境時的購買意願狀況。
    本研究有兩大重點與特色:
    一、文化商品本質上與一般商品不同。消費者購買商品時,取決於產品消費價值。不論商品本身具有那些價值,在選擇購買的當下,個人的消費價值皆會左右其購買決策行為。本研究針對文化商品獨有特性加入文化消費價值加以探討,與一般商品消費價值研究做出區別。
    二、商品通路漸從實體轉為虛擬,客委會近年來致力於客家文化商品推廣,線上購物是為趨勢,因此本研究特別將購買情境鎖定為網路,並選擇具指標性的客家網路商城為研究對象。
    本研究經過問卷的資?調查與SEM 分析,研究假設均得到統計上的支持。結果證實網路購買情境、顧客消費價值皆對於顧客購買意願造成影響且此一模型是有其研究價值的。
    Under the trend of global competition, it's necessary to have a unique style for preserving the surviving space of cultural products. And it's required to infuse innovative elements to satisfy needs from different consumers or popularize Hakka cultural goods online for achieving the sustainable development of local cultural industry.
    The purpose of this study is to understand the consumption value, the online consumption situation of consumers and the status of purchase intention of Hakka cultural goods. And this research includes two key points:
    1. Cultural goods are different from usual goods. When consumers buy goods, often based on value considerations. No matter commodity it has these values; the personal consumption value will control their purchasing decisions. This study adds a new part to separate cultural goods and usual goods.
    2. Council for Hakka affairs try hard to promote creative Hakka cultural goods, the sort of the goods in online Hakka-mall are more complete than physical storefront, and the products introductions are wrote by Chinese Japan English three kind of languages. Online shopping is international tendency, so it is important and necessary to research online consumption behavior.
    This study adopts a quantitative research. A questionnaire survey and a SEM test are used. All of the hypotheses of the study are supported, showing that on-line design factors and consumption value have significant impact on customer purchase intention

    目錄:

    (論文口試證明,中文) III
    (論文口試證明,英文) IV
    摘要 V
    Abstract VI
    Table of Contents VII
    List of Tables IX
    List of Figures X
    Chapter Ⅰ Introduction 1
    1.1 Research Background and Motivation 1
    1.2 Research Importance 3
    1.3 Research Objectives 4
    1.4 Research Process 5
    1.5 The Structure of this Study 7
    Chapter Ⅱ Literature Review 8
    2.1 Local Cultural Industry and Hakka Cultural Goods 8
    2.1.1 Local Cultural Industry and Cultural Goods 8
    2.1.2 Hakka Cultural Goods 12
    2.2 Consumption Value 13
    2.2.1 Definition of Consumption Value 13
    2.2.2 Differential Contributions 16
    2.2.3 The Consumption Value of Cultural Goods 16
    2.3 Website Design Factors 19
    2.3.1 Technical Adequacy 22
    2.3.2 Specific Content 22
    2.3.3 Content Quality 23
    2.3.4 Web Appearance 23
    2.4 Purchase intention 25
    2.4.1 Definition of Purchase Intention 25
    2.4.2 The importance of Purchase Intention 27
    Chapter Ⅲ Research Design and Method 28
    3.1 Research Framework 28
    3.2 Research Hypotheses 30
    3.2.1 Variables Measurement 31
    3.2.2 Consumption Value 31
    3.2.3 Website Design Factors 32
    3.2.4 Purchase Intention 34
    3.2.5 The Information of Respondents 34
    3.3 Data Analysis Procedure 35
    3.3.1 Descriptive Statistic Analysis 35
    3.3.2 Purification and Reliability of the Measurement Variables 35
    3.3.3 Interrelationships between Research Variables 37
    Chapter Ⅳ Research Analysis and Results 38
    4.1 Basic Statistics Analysis 38
    4.1.1 Sample Characteristics 38
    4.2 Reliability and Validity Tests 41
    4.3 Mean of Aspect 44
    4.4 Analysis of differences between different control variables in each study variables 48
    4.5 Structural Equation Model (SEM) 49
    Chapter Ⅴ Conclusion and Suggestion 53
    5.1 Research Results 53
    5.2 Additional Research 56
    5.3 Research Contribution 59
    5.4 Research Suggestion 63
    5.5 Research Conclusion 68
    References 70
    Appendix 75