The Consumption Value and Purchase Intention of the Sub-Cultural Product-An Example of the Memorial Shirt of the Virtual Community

• Main Authors: Chih-Kang Liu, 劉致岡
• Other Authors: Jin Ton Chi
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/90438666040105759079

碩士 === 國立嘉義大學 === 管理研究所 === 95 === Chris Anderson has pointed out that mass culture became collapsed, and the sub-culture will substitute it. Every part in people’s life was according to different sub- culture. To satisfied fastidious customer, it is a trend to use sub-culture to niche marketing in the modern life. In the same time, we should notice a kind of new sub-culture ”Virtual Community”. People will affect others in ineternet, and see the virtual life as the second life. To the members of virtual community, virtual community isn’t a space that people exchange the information, while sub-culture has its own symbol, languages and values. Members will do something to show their loyality to community, such as purchase, donate. These virtual community mebers create good business chance for the enetrprise to make money. This study focus on the memers of virtual community sub-culture, and make the symbol of virtual community to commercialize to measure the consume value and purchase intention of product. Besides we introduce the sense of virtual community (SOVC) to measuse the identification with the virtual community. Finally we examine the relationship between these variables. Our sample was amount to 318 collected from the biggest BBS in Taiwan (PPT), and use SEM and Regression analysis to exame it. As a result, when members face to the sub-cultural product made up by sub-culture’s symbols, languages, and values, the SOVC will postively affect functional value and social value. The values will postively affect the purchase intention of product. To sum up, SOVC has affected to consume vale and purchase intention. This study was started from customer psychology, and across the domain of Marketing, social science. It’s a valuable study. Keyword: sub-culture, virtual community, sense of virtual community, consume value