六堆客家粄仔文化之研究

　文化創意產業感性行銷之研究－以高雄杉林葫蘆雕刻藝術為例 Emotion Marketing for Creative Cultural Industry－A Case Study for Calabash Carve Art in Shanlin, Kaohsiung 研究生：陳怡文

　Chen, Yi-Wen

　指導教授：郭訓德

　Kuo Shiunn- Der

　【 摘要】

　現今的市場已走向體驗經濟的時代，強調顧客為導向，除了優良的產品品質並使客戶滿意之外，消費者更著重在消費過程中之感受與體驗，運用感性行銷釋出關心與溫暖，掌握消費者的心及需求，讓消費者備受感動，更加忠誠。本研究目的乃以學者 Robinette、Brand 及 Lenz 所提出之感性行銷理論為基礎，瞭解高雄杉林葫蘆雕刻藝術文化創意產業之經營狀況，探討消費者的背景變項對葫蘆雕刻藝術文化創意產業認同度之影響程度，研擬出具體可行之建議，提供給經營業者作為日後的參考。本研究方法採用深度訪談法與問卷調查法。深度訪談對象採取杉林地區具有代表性之經營業者與政府官員。研究工具為感性行銷量表，分為故事面向、聯結面向、體驗面向、創意面向及價值面向五個構面，整理後得到有效問卷 427 份，所得資料以平均數、標準差、T 考驗與單因子變異數等統計方法進行分析，利用雪費法(Scheffe"s Method)進行事後比較，以瞭解差異所在。研究結果發現：

　一、高雄杉林葫蘆雕刻藝術文創產業活動參與者背景以 30-39 歲男性、客家人、軍公教人員且高中職以上學歷為主，而且多為中南部的遊客，平均收入為 2 萬 1 到 4 萬元居多。

　二、葫蘆雕刻藝術活動使消費者對於感性行銷之感受良好，整體故事面向平均值 4.13 為最高，整體創意面向平均值為 2.78 最低，整體感性行銷總平均值為 3.59，顯示消費者對感性行銷方式接近同意，感受良好。

　三、影響消費者在高雄杉林葫蘆雕刻藝術文創產業感性行銷因素，以「性別」、「教育程度」與「收入」等因素之影響較大，「年齡」、「族群」、「居住地」與「職業」則較無顯著差異。

　整體而言，高雄杉林葫蘆雕刻藝術文創產業在文化、知識、藝術、創意、經濟上具有價值性，深具發展空間。將高雄杉林葫蘆雕刻藝術文創產業融入更多的客家文化元素，並結合感性行銷，擴展國內外行銷的觸角，創設客家文化創意產業的品牌。

　關鍵字：文化創意產業、感性行銷、葫蘆雕刻藝術

　 【 【Abstract 】

　Today, the market had already become the age of the experience economy and emphasize customer-oriented. Except the fine products quality and the satisfaction, customer focus on moved and

　experience in the consumption process. Using emotion marketing to give out care and warm, and grasp the consumer"s heart and need, make customer to move and more

　on the research by Robinette, Brand and Lenz, they have made the emotion marketing theory. The purpose of this research aims to understand the state of operation in the calabash carve art on cultural and creative industry of Kaohsiung San Lin, to explore the effect of customers’ background on their approval, and to put forward feasible suggestions for the dealers in the future. The study methodology included interviewing and questionnaire investigation. In-depth interview were taken with those business men and public servants who are representative in San Lin. The research instruments was emotion marketing scale divided into story, joint, experience, creative, and value effects. There were 427 effective questionnaires obtained and analyzed by statistical methods such as the mean, standard deviation, t-test, and one-way ANOVA. Scheffe"s method was applied to conduct post hoc comparison to probe the differences. The results are shown as follows: 1.Most of the participants are male, Hakka and public servants from aged 30 to 39 with high school educational background. Most of the tourist from the central section and south, and

　average incomes are 21,000 to 40,000. 2.The customers on calabash carve art activities experienced wonderful feelings of emotion marketing. The highest average score was 4.13 for overall story effect and the lowest was 2.78 for creative effect. The average score of overall emotion marketing was 3.59, revealing the customers’ positive agreement of wonderful experiences. 3.Factors that affect emotion marketing of calabash carve art on cultural and creative industry of Kaohsiung San Lin have significant differences on 「gender」, 「education level」, and 「average income」. Whereas, there are no significant difference found on 「age」, 「group」, 「inhabited area」, and 「occupation」. Finally, the value points out calabash carve art on cultural and creative industry of Kaohsiung San Lin that is important on culture, knowledge, art, originality and economy. So it has deep development opportunities. Calabash carve art on cultural and creative industry of Kaohsiung San Lin integrates the more Hakka culture element, with emotion marketing, expands the domestic and foreign marketing the antenna, create the Hakka culture creativity industry the brand. Keywords: Creative Cultural Industry, Emotion Marketing, Calabash Carve Art