Exploring the effects of cultural creative product quality and environmental atmosphere toward perceived value and purchase intention: product involvement as the moderator

• Main Authors: WANG,SHIH-HAN, 王詩涵
• Other Authors: LEE,CHING-FANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/kgq6t3

碩士 === 明道大學 === 企業管理學系碩士班 === 104 === With the rapid proliferation of cultural and creative industries, numerous small- and medium-sized enterprises (SMEs) in Taiwan have invested in the development and promotion of cultural and creative products. However, the dual effect of rising production costs and growing emerging-market competitiveness has posed formidable difficulties for the development of domestic SMEs. Despite their competitive advantage of mass production being reduced, SMEs can improve their competitiveness by employing knowledge economy approaches. These approaches can enable them to undertake creative product designs, thereby creating product differentiation and increasing the added value of their products. 　 This study investigated the effects of the quality of cultural and creative products and environmental atmosphere on consumers’ perceived value and purchase intention by using product involvement as a mediator. A questionnaire was administered to 600 consumers who shopped at selected retail stores (Eslite life, Shinkong Mitsukoshi, and Global mall) for cultural and creative umbrellas developed by Shiow-Yuh, an umbrella manufacturer headquartered in Taiwan. A total of 459 valid responses were obtained. The regression analysis was performed using Statistical Product and Service Solutions to examine the correlations among all the dimensions. The quality of cultural and creative products and environmental atmosphere had significant positive effects on the perceived value and purchase intention of customers; product involvement negatively mediated these effects; and perceived value and purchase intention varied depending on environmental atmosphere. The findings of this study are expected to contribute to the development of cultural and creative industries and the academic research into these industries