| Summary: | 碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === Since 2002, Taiwan has considered cultural and creative industries as part of its national key development plan, systematically arranged a series of development mechanisms, that stimulated private owned enterprises to invest in cultural and creative industries. In 2012, Taiwan Ministry of Culture was established, it’s the power of government to guide the companies and promote Taiwanese culture to the world. As the interest of Taiwanese people towards culture, leisure and experiential offerings are on the rise, more and more cultural creative parks are built and people are willing to patronize and consume. However, there is a lack of academic research about cultural and creative industries, and also there is no clear definition about this term. The role of customer loyalty in the cultural and creative industry remains a challenge difficult to tackle. Therefore, this study examines two different types retail format of cultural creative parks: Single brand format and multiple brand format.
It was tested whether there are significant differences regarding brand image, perceived value, loyalty intention when comparing the two retail formats. A survey collected 222 valid questionnaires. SEM was used to test the hypotheses. The findings show that consumer perception of brand image in single brand format culture parks is significantly higher than with consumers from multi brand format culture parks. Further, perceived value plays a mediating role in both types of culture parks. Furthermore, this study concludes with suggestions for practitioners in the cultural and creative industries.
|
|---|
