| Summary: | 碩士 === 銘傳大學 === 應用統計資訊學系碩士班 === 102 === The development of cultural and creative industries in Taiwan is growing up, and
gradually moves towards internationalization. The cultural and creative marketplace
not only originates from the private, but also paid much attention by official units. In
Taiwan, the first cultural and creative marketplace held on the first time, it attracted
more than ten thousand people to attend. We can see that the cultural and creative
marketplace’s attraction is not to be underestimated, for the development of cultural
and creative industries also contributed.
In recent years, consumer experience grows prosperously, so this study used
structural equation model, and the cultural and creative marketplace will combine
with the consumer experience. Use experiential value, consumer satisfaction and
loyalty to explore that Consumers’ ideas and feelings about the cultural and creative
marketplace, and provide improvements for manufacturers or increase customer
loyalty and other aspects of the proposals and strategies. Besides, the results show that
consumer experience will affect experiential value, experiential value also affect
consumer satisfaction, and finally some parts of experiential value have a positive
effect on loyalty, in the cultural and creative marketplace.
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