Title: Exploring the Decision-making Model of Young Consumers for Purchasing Cultural and Creative Products
Stream: Climate Change and Arts, Media, Culture
Presentation Type: Virtual Poster Presentation
Chuang Tung-Lin, Ming Chuan University, Taiwan
The development of cultural and creative industries, including culture, art, technology, and local traditions, has been a policy promoted by the Taiwanese government for a long time. In order to deeply explore the needs of young consumers and their decision-making process, this study adopted ethnographic decision tree modelling (EDTM) which integrated qualitative and quantitative paradigms to simulate the process of young consumers purchasing cultural and creative products. The first phase of EDTM was model building in qualitative perspective. 10 criteria through in-depth interviews with 26 respondents was explored for building a preliminary decision tree model. The second phase was model validation in quantitative perspective. 84 respondents were invited to validate the preliminary decision tree model and its predictability was 86.4%. Armed with the results, the top five criteria that influence young consumers to purchase cultural and creative products were: personal preference, price, practicality, appearance design and design texture. Hopefully, this study would provide the industry with a better understanding of young consumer needs and develop successful marketing strategies.
Virtual Poster Presentation
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