The Moderating Effect of Cultural Identity on Consumers' Purchasing Intention of Products Creativity

• Main Author: 劉憲明
• Other Authors: 廖世義
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/24102127979912902392

碩士 === 國立屏東科技大學 === 企業管理系所 === 101 === The research aims to discuss the impact cultural identity on consumers' purchasing intention of products creativity. In the research, four cultural and creative products out of the ministry of culture .We took pretest ,avoid products didn't have distinguish degrees. Choose to visit the four Cultural &;Creative Park and museum of the people as the main subject of investigation.the targets were selected using systematic sampling method on paper questionnaires. There were 296 effective samples returned. ANOVA analysis, T-test, exploratory factor analysis, path analysis and hierarchical regression analysis were applied to analyze the data and discuss the moderating effect. The results show that:(1) Female of products creativity and cultural identity was higher than male. On cultural identity , 36-45 years old consumer were higher than others, 26-35 years old consumer purchasing intention were higher than others. Education at the university (tertiary) in the commodity products creativity and cultural identity were highest . Master of education and above in the Purchasing Intention were highest.(2) Products creative and cultural identity on consumer purchase intention has a direct significant impact.(3) The consumer’s cultural identity significantly influences their purchase willingness.(4) Cultural identity in the products creativity influence on purchase intention has a significant moderating effect. Indicates that when the cultural and creative product has a certain creativity and culture, consumer's purchasing intention is relatively high. Addition to providing validation to academic application, this study also puts forward practical suggestions.