Impact of Consumers’ Preference for Cultural and Creative Parks on the Attitude Behavior Model

摘要

In recent years, Taiwan has actively developed cultural and creative industries, expanded the scale of the national consumer market, and launched international tourism; therefore, diverse Cultural and Creative Parks have appeared. However, what are the characteristics of Cultural and Creative Parks that attract consumers and change their attitude and behavior? The answers to such questions rely on further study. This study focuses on Cultural and Creative Parks to determine whether the various characteristics of Cultural and Creative Parks in Taiwan lead to attraction to the parks and influence the consumers’ attitude model, in order to propose useful decision-making information for Cultural and Creative Parks. By investigating 788 valid questionnaires according to preference degree for Cultural and Creative Parks, this study divides consumers into two groups and compares the group models. According to the findings: (1) in comparison to consumers that do not prefer Cultural and Creative Parks, those who enjoy Cultural and Creative Parks show more significant impact of cultural creative products, creative markets, and performance activities on attraction to Cultural and Creative Parks; (2) in comparison to consumers that do not prefer Cultural and Creative Parks, those who enjoy Cultural and Creative Parks show more significant intensity on path of attraction of Cultural and Creative Parks to behavior to visit; (3) consumers that do not prefer Cultural and Creative Parks have more significant impact on the relationship between cognition, behavior, and affection regarding attitude in the CBA model.