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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/72085

    Title: 品牌形象對消費者購買意圖之影響 —以圖文創作產業為例
    Authors: 楊宜臻;Yang,Yi-Chen
    Contributors: 資訊管理學系
    Keywords: 品牌形象;品牌喜愛;產品喜愛;購買意圖;圖文創作;Brand image;Brand attachment;Product attachment;Purchase intention;Graphic creations
    Date: 2016-07-11
    Issue Date: 2016-10-13 14:25:36 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 文化創意產業近年來受到關注的程度持續升高,網路插畫、圖文創作更是近幾年快速崛起的文創新力量。
    ;Attention in cultural and creative industry has continued to rise in recent years. Illustrators and graphic creations or designs become a great growth power in the industry.
    Current study starts from cultural and creative industry in Taiwan, discuss a new development pattern of this graphic creations under this background. We discuss how pure brand image of creator impacts consumer attitudes and behaviors. Using purchase intention as indicator, we try to find out if this brand image can increase opportunity in commerce or not. Then we can provide advices in implementations to brand creators or managers based on ours research findings and hope the results can also be applied to other fields in cultural and creative industry. According to development of cultural and creative industry in United Kingdom, this industry has huge potential opportunity in commerce in economic viewpoints, on the other hand, it also plays an important role in protecting and reserving traditional culture. Thus, we expect to give useful contributions to creative industry in Taiwan.
    According to research findings, brand image of graphic designers has positive impact on brand attachment. Brand attachment has positive impact on product attachment. Finally, these two kinds of attachment impact consumer purchase intention positively. Therefore, we suggest that graphic designers should create personal distinct image to increase brand and product attachment from consumer, and then increase purchase intention. Government can also adjust current related policies by comparing with this development pattern to have better development in cultural and creative industry in Taiwan.
    Appears in Collections:[資訊管理研究所] 博碩士論文

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