文化暈染與消費行為的探索性研究-以品牌故事為研究基礎

• Main Authors: Chuang Yu Ping, 莊玉屏
• Other Authors: Lu Ruei Shan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/13027215600241014326

碩士 === 德明財經科技大學 === 資訊管理系 === 103 === This research collects background information by Qualitative method of Exploratory Research. Base on the concept of Innovation Diffusion Theory,“CONTAMINATION”is being used as a VERB here to define and state the value of cultural contamination. In addition, by telling the stories of certain brands, relating the individuals, groups, evens and situations to processing system compiling and logical analysis to explain the multi-aspects of cultural contamination in different levels of the society. This research selects samples from interviewees who are teachers in junior high schools and primary schools in Taipei by using Snowball Sampling and Judgmental Sampling methods. Applying Good of Fit method to analyze information as well as combining Qualitative and Quantities Analysis, to explore how the power of Cultural Contamination interfering interviewee’s behaviors and habits by consuming habits and brand recognition. The interpretation of analyzed result compares with relevant studies creating meaningful information to acquire advance deeper value during the qualitative reasarch.