消費者知覺風險、自我形象一致性對其購買意願與口碑之影響 : 以文創產品市場的行銷溝通為調節變項

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Title:	消費者知覺風險、自我形象一致性對其購買意願與口碑之影響 : 以文創產品市場的行銷溝通為調節變項
Other Titles:	The impact of consumers' perceived risk and consistency of self image on purchasing intention and word of mouth : using marketing communication as the moderator
Authors:	陳怡君;Chen, Yi-Chun
Contributors:	淡江大學企業管理學系碩士班洪英正;Hung, Ying-Cheng;張雍昇;Chang, Yong-Sheng
Keywords:	文化創意產業;知覺風險;自我形象一致性;行銷溝通;購買意願;口碑;Cultural and Creative Industries;perceived risk;self-image congruence;Marketing Communication;Purchase Intention;Word of Mouth
Date:	2014
Issue Date:	2015-05-04 09:51:16 (UTC+8)
Abstract:	近年來文化創意產業在各國都非常蓬勃的發展，台灣也是如此，台灣文化創意產業營業額近十年來成長幅度超過1倍以上，表示國民接觸到文化創意產業的相關產品也越來越頻繁，因此研究消費者購買文創產品之相關行為也就變得很重要。有鑑於此，本研究是針對有購買過文化創意相關產品之消費者為研究對象。Mitchell（1999）認為知覺風險可以強烈地用來解釋消費者行為。Keller（2001）認為行銷溝通是公司用直接或間接的方式試圖告訴、勸說、慫恿和提醒消費者關於公司所銷售的品牌。因此，本研究旨在探討在文化創意產品市場中，消費者之知覺風險與自我形象一致性，對其購買意願與口碑是否會有影響，並同時探討行銷溝通在此關係中所扮演的角色。目的是希望讓文創產業的參與者了解現在的市場趨勢，並且了解消費者在購買文創產品時的心理機制。本研究根據理論基礎建立研究架構與假設，採取便利抽樣進行問卷調查，共回收222份有效問卷，經由迴歸分析、層級迴歸分析和變異數分析等統計方法來驗證各研究假說，研究結果顯示如下： 1.消費者之知覺風險對其文創產品之購買意願有顯著負向影響。 2.消費者之知覺風險對其在文創產品之口碑有顯著負向影響。 3.消費者之自我形象一致性對其文創產品之購買意願有顯著正向影響。 4.消費者之自我形象一致性對其在文創產品之口碑有顯著正向影響。 5.文創業者的行銷溝通在消費者之知覺風險和自我形象一致性對其購買意願和口碑之影響上無顯著調節作用。經過本研究結果之發現，文創業者不需耗費過多的行銷成本，除非是在功能風險的降低上，人員推銷才扮演重要的角色；另建議文創業者應發展具有穩定接觸消費者之通路，以利發展文創產品的品牌。 Recently, cultural and creative industries are well-developed in many countries including Taiwan. The revenues of cultural and creative industries in Taiwan have grown over 100% over the last decade. It shows that people in Taiwan have more chances to contact with cultural and creative products, and therefore the study of consumer behavior on purchasing cultural and creative products plays an important role nowadays. This study focuses on the consumers who have purchase experiences related to cultural and creative products. Mitchell (1999) indicated that consumer behavior can be interpreted significantly by perceived risk. Keller (2001) considered marketing communication is the way that firms attempt to persuade, incite, and remind consumers directly or indirectly of the brands they sell. Therefore, the purpose of this research is to explore consumers’ perceived risk and consistency of self-image on purchasing intention and word of mouth by using marketing communication as the moderator. And it was expected to help the participants get the current market trends of the cultural and creative industries and understand the consumers’ psychological mechanisms. This paper set up the conceptual framework and hypothesis based on the theory and used convenience sampling to return valid questionnaires 222 shares totally. By implementing the regression analysis, hierarchical regression and one way ANOVA to verify each hypothesis, this paper got some conclusions, the conclusions following are: 1.Consumers'' perceived risk has negative effect on the purchasing intention of cultural and creative products. 2.Consumers'' perceived risk has negative effect on the word of mouth of cultural and creative products. 3.Consumers'' consistency of self-image has positive effect on the purchasing intention of cultural and creative products. 4.Consumers'' consistency of self-image has positive effect on the word of mouth of cultural and creative products. 5.Marketing communication has no moderating effect on the influence relationship between perceived risk and purchase intention. According to this study, sellers of cultural and creative industries don’t need to spend too much cost on advertising. The personal selling will play an important role unless it reduces functional risk. Furthermore, the sellers of cultural and creative industries should build a channel to connect with consumers steadily in order to develop its own brand.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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