| Abstract: | Futurist Alvin Toffler predict that "Cultural Creativity Industry" will become the most popular industry. This study looks for the elements of cultural creativity industry's experiencing perception, perception value and souvenir shopping's behavior. Investigate the connection between visitors' experiencing perception, perception value, souvenir shopping's behavior and their quality. This study can provide information for relate company to establish and executive a more effective experiencing marketing strategy. Take tittot museum for example, through factors analysis, cluster analysis, and discriminant analysis to analysis the connection between relative quality, relative results and experiencing perception, perception value and souvenir shopping behavior.
The results of this study indicate that: (1) [Experiencing perception] dimensions into novel experience, visually attractive, and cultural exploration, relieve physical, mental and traditional knowledge. [Perceived value] emotional dimensions into the value of professional experience and product value, place of the location and spatial layout. [Product Attributes] has memorial, special design and artistic value.(2)experience and perceived value of the perceived cluster analysis by different market segmentation mode for the perception of experience into creative, to make customers? feel free-feeling, immersion-type environment, the culture of thinking: perceived value into feelings of emotion and experience-Feelings, feelings of pluralism and feel free-feelings.(3)The impact between the results of the most significant value to products, visual and cultural awareness to attract. Product value, and quality and novel experience while continuing influence of the most significant. The impact of share buy visually attractive to alleviate the physical, mental and novel experience the most significant, if in order to improve word of mouth to literary and artistic atmosphere, value and products, such as collection of the most significant. |
