Schmitt & Simonson(1995)指出美感能為企業帶來附加價值，創造忠誠度、使高昂的價格成為可能、從眾多資訊脫穎而出、具有與眾不同的象徵意義、可以創造差異對抗競爭者的攻擊。另外，Schiffman & Kanuk(2000)指出人格特質創新性高的消費者通常是第一個去嘗試產品或服務的人，此類創新者的反應通常也是決定新產品或服務能否成功的重要指標。
Recently Cultural and Creative Industry plays a role in world economy development. Taiwan, as a multi-cultural his-torical background county, has created great vision for cultural and Creative Industry to grow. Main focus of our study is to discuss consumer characteristics and behaviors in cultural and creative activities. In our study, independent variables are Aesthetic lifestyle and Consumer Innovation. Dependent variables are Customer Satisfaction and Consumer Repurchase Intention. Moderator Variable is Consumer Conformity.
In previous studies, Schmitt & Simonson (1995) has stated that Aesthetic could add value to one’s product. Besides, aesthetic also creates royalty, specific meaning and differential towards competition in market. Moreover, Schiffman & Kanuk (2000) also suggest that consumers who are willing to try new products or service are considered as more innova-tive ones. Those innovative customers are indicators for new services or products to succeed. Thus, our study samples any customer in the past who has participated in cultural activities (such as exhibition, musical concert and creative market-place), questionnaires are spread both online and in hard copy. According to our study, 213 valid samples are collected, executed with regression analysis, Hierarchical regression analysis and ANOVA. Summary as following along with our 9 hypotheses:
1. Aesthetics Lifestyle is significantly positive related to customer satisfaction.2. Aesthetics Lifestyle is significantly positive related to customer Repurchase intention.3. Consumer innovation is significantly positive related to consumer Satisfaction4.Consumer Innovation is significantly positive related to customer repurchase intention5. Relation between Aesthetics lifestyle and Customer Satisfaction is not significantly moderated by consumer conformity. 6. Relation between Aesthetic Lifestyle and Consumer Repurchase intention is not significantly moderated by consumer conformity7. Relation between consumer Innovation and customer satisfaction is significantly moderated by consumer conformity.8. Relation between Consumer Innovation and Consumer Repurchase Intention is not significantly moderated by consumer conformi-ty.9. Demographics is significantl6y difference existed in Aesthetics Lifestyle, Consumer Innovation, Customer Satisfac-tion, Consumer Conformity and Consumer Repurchase Intention.
Recall on our study, required level of aesthetic is achieved in Taiwan along with growth in living standard. Thus, con-sumer satisfaction and repurchase intention in cultural and creative activities are significantly positive related. In future planning of certain activities, cultural and creative aspects are suggested to be considered at same time in order to add value and improve aesthetic. Finally, participants in cultural and creative activities are highly innovative according our study. Based on this finding, we predict that innovative customer would benefit cultural and creative industry by adding value within participation.