The Research of Use Consumer Experience in the Cultural and Creative Marketplace

• Main Authors: Wan-Jhen Li, 李婉禎
• Other Authors: Po-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/11089639525707108951

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.