| Summary: | 博士 === 國立中央大學 === 資訊管理學系 === 107 === Recently, the rapid development of e-commerce has many more cultural and creative gifts accessible to more consumers. Cultural and creative gifts not only possess cultural meanings and creative ideas; but also can provide education and be integrated into the daily lives of consumers, although the topic of cultural and creative gifts have always been highly conserved by the government, businesses, and people. Most of the related research only focuses on the development process and design of cultural and creative gifts with less attention to the perception of consumers from the perceptual p oint of view that characteristics and appeal of cultural and creative gifts present to consumers. Therefore, this study explores the intention to repurchase cultural and creative gifts through the personal experiences and opinions of consumers and the influence of electronic word-of-mouth (eWOM). Following the concepts and theories from previous studies, this research proposes a model on which consumers’ perception value and eWOM will impact their repurchase intentions with resepect to cultural and creative gifts. We used two stages to explore the consumer’ thinking and perceptions. The first phase of the focus group interview method, shared the participats’ experience and ideas and in-depth understanding of the real ideas of cultural and creative gift after which we adjusted the research model facet. The second phase used the questionnaire data analysis and verification (N=343).
The results indicate that, in addition to supporting the hypothetical: The usefulness of the eWOM is positivity siginificant affects the adoption of the eWOM of cultural and creative gifts’ consumer. The adoption on the eWOM has partial-mediating effect on the relationship between adoption of the eWOM and repurchase intention. The emotional value and quality value of the cultural and creative gifts consumers’ perceived have positively affect the repurchase intentions. Cultural and creative gifts consumers have positively affect repurchase intentions because of good designer interaction. Finally, this study offers the suggestions for management implications guiding desiners and business of cultural and creative gifts, so that the development, design and marketing of cultural and creative gifts can be closer to the basis of the real feelings of consumers.
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