近年來，電子商務的蓬勃發展，使得愈來愈多的文創小禮品可以被愈多的消費者所接觸。文創小禮品不僅蘊含了文化意涵與創意構想，更可以賦予教育並融入消費者的日常生活當中。雖然文創小禮品的議題一直備受政府、企業與大眾的高度關注，但是大多數的相關研究僅專注於探討文創小禮品的開發與設計，較少關注於由消費者的知覺觀點了解文創小禮品的特性與吸引力。因此，本研究透過消費者個人經驗與觀點以及網路口碑的影響，進而探討其對文創小禮品之再購意願。本研究經由文獻概念及理論整理之後，提出消費知覺價值與網路口碑會影響其對文創小禮品之再購意圖模型。藉由二階段實驗設計深入探討影響文創小禮品之再購意圖之研究：第一階段進行焦點團體訪談法，藉由參與者的經驗與想法之分享，深入了解文創小禮品消費者的真實想法與觀點，並調整其研究模型構面；第二階段採用研究問卷調查法，透過343份有效問卷進行資料分析與驗證。 本研究結果發現：文創小禮品的網路口碑有用性會影響消費者的網路口碑採用；網路口碑採用對網路口碑有用性與文創小禮品再購意圖具有部份中介效果；文創小禮品消費者的情感性價值、品質性價值皆會影響其再購意圖；文創小禮品消費者會因為好的設計師互動正向影響其再購意圖。最後，研究管理意涵對文創小禮品的設計師與企業提出新的建議，以便讓文創小禮品的開發、設計與行銷，能更加貼近消費者真實感受的文創小禮品。 ;Recently, the rapid development of e-commerce has many more cultural and creative gifts accessible to more consumers. Cultural and creative gifts not only possess cultural meanings and creative ideas; but also can provide education and be integrated into the daily lives of consumers, although the topic of cultural and creative gifts have always been highly conserved by the government, businesses, and people. Most of the related research only focuses on the development process and design of cultural and creative gifts with less attention to the perception of consumers from the perceptual p oint of view that characteristics and appeal of cultural and creative gifts present to consumers. Therefore, this study explores the intention to repurchase cultural and creative gifts through the personal experiences and opinions of consumers and the influence of electronic word-of-mouth (eWOM). Following the concepts and theories from previous studies, this research proposes a model on which consumers’ perception value and eWOM will impact their repurchase intentions with resepect to cultural and creative gifts. We used two stages to explore the consumer’ thinking and perceptions. The first phase of the focus group interview method, shared the participats’ experience and ideas and in-depth understanding of the real ideas of cultural and creative gift after which we adjusted the research model facet. The second phase used the questionnaire data analysis and verification (N=343). The results indicate that, in addition to supporting the hypothetical: The usefulness of the eWOM is positivity siginificant affects the adoption of the eWOM of cultural and creative gifts’ consumer. The adoption on the eWOM has partial-mediating effect on the relationship between adoption of the eWOM and repurchase intention. The emotional value and quality value of the cultural and creative gifts consumers’ perceived have positively affect the repurchase intentions. Cultural and creative gifts consumers have positively affect repurchase intentions because of good designer interaction. Finally, this study offers the suggestions for management implications guiding desiners and business of cultural and creative gifts, so that the development, design and marketing of cultural and creative gifts can be closer to the basis of the real feelings of consumers.
