文化體驗價值對購買意願之影響 - 以文化代表性為調節變項

in International Symposium (oral presentation paper), 國際研討會(全文口頭發表)
標題文化體驗價值對購買意願之影響 - 以文化代表性為調節變項
出版類型國際研討會(全文口頭發表)
出版年度2016
AuthorsSHU-YI LIAW, 廖世義
會議名稱2016第17屆永續發展管理研討會
出版日期May 27 2016 12:0
會議地點屏東
其他編號0000
中文摘要

This study aimed to explore the effect of the values of culture experience and cultural representation on consumer purchase intention. Aim is to understand whether the cultural representation between the value of cultural experience of the impact on consumer purchase intention moderating effect, under the culture ministry rule of cultural and creative product, selecting Hakka products and aboriginal culture, and then testing the selected product is both-represented. Main samples are national Pintung university students and masters. Under a quasi-experimental design method, collecting 240 effective samples and then using t-test, ANOVA and hierarchical regression as data analysis methods to test hypotheses.

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