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題名：體驗行銷與人格特質在文創產品創造力認知與忠誠度之研究--以「法藍瓷」為例
書刊名：行銷評論
作者：陶聖屏 引用關係
作者(外文)：Tao, Sheng-ping
出版日期：2013
卷期：10:1
頁次：頁1-17
主題關鍵詞：體驗行銷；人格特質；文創產品；產品創造力認知；法藍瓷；Experiential marketing；Personality trait；Cultural creative product；Creative cognition；Franz
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:8
  • 點閱點閱:110
藉由探討文創產品消費者人格特質、體驗行銷、產品創造力認知以及忠誠度之關係，假結構方程模式建構「文創產品消費者體驗模型」。以深度訪談與問卷方式，針對「法藍瓷」產品之消費者進行門市與網路調查。研究發現「情感思考體驗」、「人際關連體驗」與「感官饗宴體驗」是主要的體驗內涵，「親和性」、「外向性」與「開放學習性」是顯著的人格特質。整體而言，這些特質會對「產品體驗」、「產品創造力認知」與「行為意圖忠誠」帶來顯著的直接效果，同時也會經由「產品體驗」對後兩者造成間接影響，凸顯了體驗在整體模式中的重要中介角色；然而「創造力認知」無法如預期的對「行為意圖忠誠」帶來顯著的直接效果，在理論與實務上之運用文中有深入討論。
In this study the relationships among personality traits, experiences, creative cognition and buying intentions are examined, given the surging importance of cultural-creative industry on the economic development. An empirical survey of consumers of the Franz product, followed by an in-depth interview, was conducted. Results show that the emotional thinking, personal relations and sensation are major types of experiences; agreeableness, extraversion and openness to experience are essential personality traits. According to the analysis of structural equation modeling, personality has a significantly positive direct influence on respondents' experiences, creative cognition and buying intentions; there is also a significantly positive indirect influence on the latter ones by way of the variable of experience. Academic and practical uses from findings are discussed.
期刊論文
1.Horn, D.、Salvendy, G.(2009)。Measuring Consumer Perception of Product Creativity: Impact on Satisfaction and Purchasability。Human Factors and Ergonomics in Manufacturing，19(3)，223-240。  new window
2.Sobel, R.S.、Rothenberg, A(1980)。Artistic Creation as Stimulated by uperimposed versus Separated Visual Images。Journal of Personality and Social Psychology，39，951-961。  new window
3.Boorsma, M.(2006)。A Strategic Logic for Arts Marketing。International Journal of Cultural Policy，12(1)，73-92。  new window
4.Furnham, A.,、Chamorro-Premuzic, T.(2004)。Personality, Intelligence, and Art。Personality and Individual Differences，36，705-715。  new window
5.Chamorro-Premuzic, T.、Reimers, S.、Hsu, A.、Ahmetoglu, G.(2009)。Who Art Thou? Personality Predictors of Artistic Preferences in a large UK Sample: The Importance of Openness。British Journal of Psychology，100(3)，501-516。  new window
6.Keaney, E.,、Oskala, A.(2007)。The Golden Age of the Arts? Taking Part Survey Findings on Older People and the Arts。Cultural Trends，16(4)，323-355。  new window
7.云國霞(2006)。簡論中國古代”接受”理論和”知音”理論。北京化工大學學報。  延伸查詢new window
8.Redker, C.M.,、Gibson, B.(2009)。Music as an Unconditioned Stimulus: Positive and Negative Effects of Country Music on Implicit Attitudes, Explicit Attitudes, and Brand Choice。Journal of Applied Social Psychology，39(11)，2689-2705。  new window
9.江義平、李怡璇、江亦瑄(20080300)。文化主題商品體驗行銷效果之研究。東吳經濟商學學報，60，67-103。new window  延伸查詢new window
10.Brakus, J. J.、Schmitt, B. H.、Zarantonello, L.(2009)。experience: What is it ? How is it measured ? Does it affect loyalty。Journal of Marketing，73(3)，52-68。  new window
11.Chen, S.-H.、Lee, K.-P.(2008)。The Role of Personality Traits and Perceived Values in Persuasion: An Elaboration Likelihood Model Perspective on Online Shopping。Social Behavior and Personality: An international journal，36(10)，1379-1400。  new window
12.Holbrook, Morris B.、Hirschman, Elizabeth C.(1982)。The experiential aspects of consumptions: consumer fantasies, feelings and fun。Journal of Consumer Research，9(2)，132-140。  new window
13.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
14.McCrae, Robert R.、Costa, Paul T. Jr.(1987)。Validation of the five-factor model of personality across instruments and observers。Journal of Personality and Social Psychology，52(1)，81-90。  new window
15.Plummer, Joseph T.(2000)。How Personality Makes a Difference?。Journal of Advertising Research，40(6)，79-83。  new window
16.Aaker, J. L.(1997)。Dimension of Brand Personality。Journal of Marketing Research，34，347-356。  new window
研究報告
1.United Nations Conference on Trade and Development.(2010)。Conference on Trade and Development. Creative Economy Report 2010。NY：United Nations Publications。  new window
圖書
1.Funder, D.C.(2010)。The Personality Puzzle。New York：W.W. Norton & Company。  new window
2.Wells, William D.、Moriarty, Sandra Ernst、Burnett, John(2005)。Advertising: Principles and Practice。Prentice-Hall, Inc.。  new window
3.Solomon, M.R.,、Assael, H.(1988)。The Forest or the Tree? A Gestalt Approach to Symbolic Communication。Marketing and Semiotics: New Directions in the Study of Signs for Sale。New York：Mouton deGruyter。  new window
4.Griffin, Jill(2002)。Customer Loyalty: How to Earn It, How to Keep It。San Francisco：Jossey-Bass Inc.。  new window
5.Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1986)。Consumer Behavior。New York：Hinseale, Illinois：Plenum Press：Dry Press。  new window
6.黃光男(2011)。詠物成金：文化創意產業析論。臺北市：典藏藝術家庭。  延伸查詢new window
7.Schmitt, Bernd(1999)。Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands。New York：The Free Press。  new window
8.Armstrong, Gary、Kotler, Philip(2003)。Marketing: An introduction。Upper Saddle River, New Jersey：Person Education。  new window
9.Csikszentmihalyi, M.(1996)。Creativity: Flow and Psychology of Discovery and Invention。New York：Harper Collins Publishers。  new window
10.Sharma, Subhash(1996)。Applied Multivariate Techniques。John Wiley & Sons, Inc.。  new window
11.Caves, Richard E.(2002)。Creative Industries: Contracts Between Art and Commerce。Harvard University Press。  new window
12.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
13.Maslow, Abraham H.、Frager, Robert、Fadiman, James、McReynolds, C.(1970)。Motivation and Personality。Harper。  new window
圖書論文
1.Titz, K.(2007)。Experiential Consumption: Affect - Emotions - Hedonism。Handbook of Hospitality Marketing Management。Oxford：Elsevier Butterworth-Heinemann。  new window
2.MacCallum, R. C.(1995)。Model Specification: Procedures, Strategies, and Related Issues。Structural Equation Modeling: Concepts, Issues, and Applications。Thousand Oaks, California：Sage。  new window
3.Mayer, R. E.(1999)。Fifty Years of Creativity Research。Handbook of Creativity。Cambridge University Press。  new window
 
 
 
 
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