林詠能柯成漢KE,CHENG-HAN2020-12-10不公開2020-12-102016http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0002603316%22.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/114367「文化創意」是近年來相當熱門的話題，而文化創意商品更是各店家推出的商品重點之ㄧ。西門紅樓為台北熱門的旅遊觀光景點，也是台北重要的文化創意推廣發展地，從文創復夢基地、十六工房、創意市集等。輔導新創立的文化創意商品品牌，提供給新創立品牌的創作者有一個創作空間。本研究探討消費者參觀西門紅樓的參觀動機，以及西門紅樓消費者對於文化創意商品的認知程度與購買文化創意商品的消費動機。採用問卷調查法進行調查研究，發放問卷380份，回收有效樣本350份。本次研究結果如下： 一、歷史構面為消費者參觀西門紅樓最重要的參觀動機因素。 二、外觀性構面為消費者對於文化創意商品的認知程度最為重要因素。 三、美學構面因素為影響消費者購買文化創意商品最為重要的消費動機。 研究發現消費者在參觀及選購後，絕多數人對於文化創意商品都有不同的理解，而是否會再度來西門紅樓參訪與購買文化創意商品，大多受訪者意願都給予尚可的評價。至於是否會推薦給親朋好友至西門紅樓購買文化創意商品，多數受訪者意願也都處於尚可，意願並不高。 本次研究也針對不同背景變項，是否會影響消費者對於文化創意商品的認知程度與消費動機進行分析研究。在不同背景變項中，消費者對於文化創意商品的認知程度是否有顯著差異。研究分析結果顯示，性別、年齡、教育程度、婚姻狀況、職業，五項皆呈現無顯著，這也說明五項皆不影響消費者對於文化創意商品的認知。而在不同背景變項中，消費者的消費動機是否有顯著差異。研究分析結果顯示，性別、婚姻皆未達顯著性。而年齡、教育程度、職業，部份獲得支持。“Cultural and Creativity” has become a buzzword in recent years. Products which are based on Cultural and Creative have also become very important to the shopping stores. The Red House which is located in Ximen, is a popular tourist spot in Taipei and the origin of some culture and creative industries, such as Cradle of Cultural Creative Dreamer, Creative boutique, Market for Artists and designers. As the result, it provides creators a working space and enables them to establish their new brands. The study aims to explore the customers’ motivation of visiting the Red House, awareness level toward culture and creative products and the motivation of purchasing cultural and creative products. A questionnaire survey was conduct (n=380), and a total of 350 completed questionnaires were collected. Results are listed as follow: 1.History is the most important factor that causes them to visit the Red House. 2.Regarding to the awareness level, appearance of the products is the most important factor. 3.Aesthetics is the most important factor that affects consumers’ willingness to purchase the products. Results shows that respondents hold different opinion toward the products, and give a fair comment while being asked whether they are willing to visit the Red House or make their purchasing again. As for the willingness on recommending friends or relatives to visit the Red House or purchasing such goods, we receive similar response. The study also analyzes background information that might influence the awareness level and the motivation of purchasing cultural and creative products. This study explores whether there is a significant difference among consumers’ awareness level. Results show there is no significant difference among genders, age, educational background, marriage status and occupations. These five variables mentioned above have no significant impact on the awareness level. Results also show that there is no significant difference among consuming motivation, gender and marriage. Also, the evidence indicates that age, educational background and occupation have impact on consuming motivation to some extent.西門紅樓文化創意商品商品認知購買動機購買意願滿意度the Red HouseCultural and creative productsAwareness levelMotivation of PurchasingWillingness of PurchasingSatisfaction