體驗行銷對文化認同影響之研究 －以鶯歌陶瓷為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28299

Title:	體驗行銷對文化認同影響之研究－以鶯歌陶瓷為例 A Study on the Relationship between Experiential Marketing and Culture Identity
Authors:	朱以理
Contributors:	國際企業管理學系
Keywords:	體驗行銷文化認同自我意象一致性
Date:	2014
Issue Date:	2014-09-30 14:37:34 (UTC+8)
Abstract:	在為了加強產業之競爭力，且越來越重視國家各自所擁有文化以提升國家軟實力及競爭力的潮流中，如何深度了解本國文化並產生認同，進而成為本國軟實力的代表性文化之一，好能產生後續一連串的消費與支持行動，乃是目前整體文化創意產業發展最重要的課題。透過有到鶯歌遊玩的消費者，因為當地的體驗行銷策略，再透過商家設計的文化活動，並受到當地文化的薰陶，且產生較高的自我意象一致性，是否進而提升消費者對鶯歌的文化認同，是本研究所要探討的主要內容。鶯歌陶瓷，根據國家發展委員會調查顯示，台灣工藝產業是文化創意產業中發展較成熟且外銷成長較高的，且鶯歌體驗行銷的活動發展也較成熟多元的，因此具代表性；針對到鶯歌遊玩的遊客為對象，是否藉由參與當地體驗行銷的文化活動，而對傳統文化產生文化認同。採用參與活動調查法及便利抽樣，回收有效問卷445份。結果顯示，體驗行銷對遊客的文化認同呈正向關係，支持本研究之假說。體驗行銷提升文化認同引發後續商業發展行為，可作為帶動國家經濟發展的方案之一。 In order to enhance industrial competitiveness and in view of the trend of in-creasing emphasis on countries’ cultures that contribute o enhanced national soft power and competitiveness, how to gain an insight into a nation’s cultural identity, make the nation’s culture one of the cultures representative of national soft power, and elicit a series of consumption and support actions remain the most important is-sues to consider in the current development of the overall cultural and creative industries. Consumers who visit Yingge bring higher self-image consistency due to the local experiential marketing strategies, stores’ cultural activity design, and local culture nurturing. Whether consumers’ cultural identity for Yingge can be enhanced is the main context explored in study. According to a survey on Yingge’s ceramics conducted by the National Development Council, Taiwan’s craft industry is one of the industries among the cultural and creative industries to have achieved more mature development and higher export growth. Additionally, experiential marketing activities in Yingge also possess representativeness due to their more diverse and mature development. With the visitors in Yingge as the research participants, the study aimed to explore whether these visitors developed cultural identity for the traditional culture through their participation in the local experiential marketing related cultural activities. The participatory activity survey and convenience sampling were adopted as the research methods. A total of 445 valid questionnaire copies were recovered. Findings reveal that experiential marketing and visitors’ cultural identity show a positive correlation, thus supporting the study hypothesis. Experiential marketing enhances cultural recognition and elicits subsequent business development behaviors; it is one of the plans for promoting national economic development.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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