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Purchase Involvement in Hakka Cultural and Creative Products - A Case Study on Hakka Commodity Creativity Design

Ying-Jye Lee, Pei-Tsz Wu

Abstract


Cultural and Creative Products aim to deliver the unique cultural connotation of commodity to consumers for the value added. Council for Hakka Affairs has actively held and promoted cultural activities with local characteristics and enhanced the design and development of Hakka Culture so that Hakka Culture is gradually emphasized and promoted outwards. Taking the examples of the works with gold, silver, and bronze medals in 2009 and 2010 Hakka Commodity Creativity Design Contest, which were divided into Dolls, Products, and T-Shirts, Focus Group is applied to determine the dimensions of Purchase Intention, Preference, Cultural Significance, and Collection Monument for Purchase Involvement. The differences in Purchase Involvement among various cultural and creative products are compared between Hakka group and non-Hakka group. The results show that the works ranked on the top are not particularly outstanding in the consumption market. Besides, both Hakka and non-Hakka groups present statistic significance on Purchase Intention, Preference, and Collection Monument, but not on Cultural Significance.

Keywords


Hakka Culture, Cultural and creative products, Purchase involvement

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