The Influence of Culyural and Creative Productson Purchase Intention in Bashatun Gongtian Temple
| Autor: | LAI, LANG-HUNG, 賴亮宏 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 108 Throughout the development of cultural innovation in Taiwan, the Executive Yuan proposed the "National Development Plan" in 2002, which officially considered the cultural and creative industry as a key development industry at the national development level; also, the Ministry of Culture formulated the Cultural and Creative Industry Development Law in 2010, which defined the cultural and creative industries as “the industries that originate from creativity or accumulation of culture which through the formation and application of intellectual properties, possess potential capacities to create wealth and job opportunities, enhance the citizens’ capacity for arts, and elevate the citizens’ living environment,” and listed 16 industries including visual arts industry as cultural industries. The religious community has joined this trend, hence religious and cultural goods also begin to appear. The purpose of this study is to explore the influence of consumers' perceptions and attitudes on religious creation products on purchase intention, and to explore the differences between different backgrounds on the cognition, attitude and purchase intention of religious cultural and creative products. Using the self-made questionnaire as a research tool, the questionnaire was distributed to the worshipers of Gongtian Palace. The total number of valid samples are 344 copies, and the SPSS for Windows 24.0 version is used to perform narrative statistics, reliability analysis, independent sample t-test, single-factor variance analysis and Data processing such as performance-related analysis. According to research, consumers' perceptions and attitudes towards religious cultural and creative goods have a significant positive relationship with the purchase intention. According to the statistical analysis of consumer background variables, people at the age between 30-39 have higher intention to purchase religious and cultural goods. Therefore, focusing on the trend of the future cultural and creative industry market, enterprise manufacturers should further excel from the rigid and solemn religious traditional image in the design and development of traditional religious articles, attract different ethnic groups with creative and diversified designs, and inject innovation into religious products, add elements of creativity, as well as combine fashion sense of other trendy brands into the product design and creativity, which may furthermore trigger their willingness to buy. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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