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    Title: 文化產品類型與評價來源對消費者產品態度之影響
    Authors: 蘇芳儀
    Contributors: 邱志聖
    溫偉任

    蘇芳儀
    Keywords: 文化產品類型
    評價來源
    產品態度
    Date: 2011
    Issue Date: 2012-10-30 10:10:43 (UTC+8)
    Abstract: 針對近年來,民間組織及政府機構無不相當積極扶植且推廣文化產業,但由於文化產品本身具有相當高的複雜性及豐富性,故若皆採取相同之行銷手法,恐怕推廣效果會不如預期,因此本研究欲探討不同來源之第三方背書效果影響消費者在面對不同種類的文化產品時所產生之認知差異與偏好的改變。

    綜觀過去文獻,針對通俗文化產品,像是電影的行銷手法研究為數相當多,然而對於精緻文化產品,像是歌劇、古典音樂會等相關研究卻往往付之闕如。因此,本研究希望結合文化產品類型(通俗文化產品與精緻文化產品)以及評價來源(專家與一般消費者)探究兩者之間是否會對消費者的認知及偏好產生交互作用影響。

    研究方法以問卷方式進行,樣本選擇大學生為主要受測對象,並以ANOVA及t檢定來驗證假設。其中大部分的研究假設皆受到支持,總合研究結果如下:

    1. 評論來源與文化產品類別對於消費者的產品內容理性認知、產品態度以及購買意願皆有顯著的交互作用影響。

    2. 評論來源對於消費者認知的評論可信度有顯著影響,另外,在評論實用度方面,當消費者面對精緻文化產品時,專家評價的實用度會顯著高於一般消費者。

    因此,無論民間單位或政府組織在推廣文化產品時,應適當的依照不同文化產品類型採取不同的行銷策略,以便更有效率地說服消費者進行購買。
    Reference: 一、 中文書目
    1. 文建會 (2008),「挑戰2008國家發展計畫--文化創意產業之系統服務規劃」,23。
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    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    98351001
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098351001
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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