| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 93 === The 21st century will be an era of knowledge-based economy mainly focusing on originality. When facing the tide of “acting locally, thinking globally” developing in cultures of each country, Taiwan realizes the development of Cultural & Creative Industries. At present, the Cultural & Creative Industries of related support plans promoted by government departments still focus on the plans of the entirety and policies, and on the issues of discussion on originality development and operation modes, but lacks the discussion on the development trend of Cultural & Creative Industries in the light of consumers’ demand. This research explores the influence of consumers’ behavior of purchasing products of Cultural & Creative Industries with different “lifestyles”, “consumer involvement degree”, and “demographic variables” in the light of consumers.
According to researches, the purposes of consumers’ purchasing handicrafts are mainly for decorations and presents, thus, the marketing and advertising strategies of operators seem to be able to further understand consumers’ purchasing time to make products be integrated into consumers’ lives better. Also, consumers’ behavior of purchasing handicrafts of Cultural & Creative Industries is deeply affected by consumer involvement. And, the handicraft operators of current Cultural & Creative Industries still lack the concepts of layouts and overall marketing. Besides paying continuous attention to the quality, this research suggests the operators of Cultural & Creative Industries to further understand the weighing differences of components such as product demand, assessment, and satisfaction degree after purchasing of consumers to draft the best product marketing strategies to take the best advantage of limited resources.
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