A Study on the Relationships among Story of Cultural Creative Products, Brand Image, and Purchase Intentions - Using Product Prices as a Moderating Variable
| Autor: | TUNG, JEN-WEN, 董人文 |
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| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 With the emergence of Taiwan's cultural and creative industry in recent years, consumption behaviors related to cultural and creative products have become an important topic for driving the cultural and creative industry. Thus, this study uses consumers of cultural and creative products with marketing “stories” as its research subject and explores the relationships among the brand stories behind cultural and creative products, their brand image, and purchase intention. The study also uses product price as an intervening variable for brand image and purchase intention. This study uses a printed questionnaire to conduct its survey and the convenience sampling method; a total of 286 valid questionnaires are collected. Each of the relevant variables is measured using a five-point Likert scale; the statistical package for the social sciences software is used for data analysis after data collection. The confidence and validity for each variable fall within the acceptable range and relationships among variables are confirmed by using regression analysis. The results of data analysis reveal that cultural and creative product stories are significantly and positively related to brand image; additionally, the results reveal that the following three elements of a cultural and creative product story can directly affect brand image: emotion, realism, and imagination. Furthermore, there is a significant and positive correlation between brand image and purchase intention. The intervening variable of this study, product price, is not statistically significant. Overall, the brand story of a cultural and creative product can directly affect brand image, and brand image can affect purchase intention. Thus, concerning cultural and creative product firms, the brand story of a cultural and creative product is very important, especially with regard to the story elements of emotion, realism, and imaginativeness. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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