南華大學機構典藏系統:Item 987654321/28934
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 18278/19583 (93%)
Visitors : 914501      Online Users : 831
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/28934


    Title: 大學生購買文創產品意願之初探─以金門風獅爺為例
    Other Titles: An Exploratory Research on College Students' Purchase Intention of Cultural and Creative Product--A Case Study of Wind Lion God of Jinmen
    Authors: 吳漢龍
    WU, HAN-LUNG
    Contributors: 文化創意事業管理學系
    黃昱凱;楊聰仁
    HUANG, YU-KAI;YANG, TSUNG-JEN
    Keywords: 金門風獅爺;態度;主觀規範;知覺行為控制;行為意向
    Wind Lion God;Attitude;Subjective Norm;Perceptual Behavior Control;Behavioral intention
    Date: 2022
    Issue Date: 2022-08-22 11:26:04 (UTC+8)
    Abstract: 　　本研究是以Fishbein 和 Ajzen（1975）提出的理論為研究架構，針對態度、主觀規範、知覺行為控制與行為意向等構面，來分析大學生在購買金門風獅爺文創商品之行為意向，探討影響大學生購買風獅爺文創商品之因素。　　本研究之目的有以下二點：一、本研究運用科技接受模式分析大學生購買金門風獅爺文創產品之行為意向。二、探討影響大學生在購買風獅爺文創產品之因素。　　在本研究之各構面的分析結果如下：一、受訪者對於風獅爺文創商品的態度會正向影響購買的行為意向。二、受訪者對於風獅爺文創商品的知覺行為控制會正向影響購買的行為意向。三、受訪者對於風獅爺文創商品的主觀規範會負向影響購買的行為意向。
    　　This study is based on the theory proposed by Fishbein and Ajzen（1975）as the research framework, focusing on attitudes, subjective norms, perceptual behavior control, and behavioral intentions, to analyze college students’ purchases of Jinmen Wind Lion God’s cultural and creative products. Behavioral intentions, to explore the factors that influence college students' purchase of Wind Lion God’s cultural and creative products.The analysis results of each aspect of this study are as follows1. Respondents' attitude towards Wind Lion God’s cultural and creative products will positively affect their purchase behavior.2. Respondents’ perceptual behavioral control of Wind Lion God’s cultural and creative products will positively affect their purchase behavior.3. Respondents' subjective norms of Wind Lion God’s cultural and creative products will negatively affect their purchase behavior.
    Appears in Collections:[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Cultural & Creative Enterprise Management)

    Files in This Item:

    File Description SizeFormat
    110NHU00785009-001.pdf3145KbAdobe PDF194View/Open
    index.html0KbHTML282View/Open


    All items in NHUIR are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback