頁籤選單縮合
題名 | 創意市集商品消費模式之研究=The Consumption Model in Creative Market in Taiwan |
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作者 | 葉晉嘉; | 書刊名 | 傳播管理學刊 |
卷期 | 14:2 2013.12[民102.12] |
頁次 | 頁1-25 |
分類號 | 496.34 |
關鍵詞 | 文創商品; 知覺品質; 消費行為; 創意市集; 衝動性購買; Consumption behavior; Creative market; Creative merchandise; Impulsive purchase; Perceived quality; |
語文 | 中文(Chinese) |
中文摘要 | 創意市集展現了年輕人具有的豐富創作能力,也成為都市經濟活動中一種消費的新型態。為了瞭解影響消費者對於創意市集商品購買意願的決策過程,本研究利用Kwak and Kang (2009)之消費模型為基礎,探討自我形象一致性、知覺品質、衝動性購買三個研究變項對於購買意願的影響。本研究發現較高的自我形象一致性、較高的知覺品質與較強的衝動性購買傾向,均對購買意願具有正向且顯著之影響。在模型中的知覺品質與衝動性購買是中介變項,直接效果與中介效果均呈現顯著,屬於部分中介模型,且知覺品質的中介效果大於衝動性購買的中介效果。 |
英文摘要 | The fast development of fashion market in recent years indicates the abundant creative ability of the young. Fashion market becomes not only a special field, as a stage, for creative workers to show their works, but also a idea and style seeking process of young generation. Fashion market becomes a new type of cultural consumption in urban economic activity. Among the problems of fashion market, the most relative to the development of fashion market is the limited consumption groups. To achieve sustainable development, fashion market needs to attract more plenty and diversity of consumption groups. Therefore, this research argues that to improve fashion market, consumption decision making factors should be understood. According to the articles, consumption decision making includes three main factors: perceived quality, self-image congruence, compulsive buying. The study found a higher self-image congruence, will produce more positive perceived quality and higher compulsive buying, and therefore lead to increased purchase intention. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。