近年來，文化創意產業在全球產業趨勢中已成為另一股發展主流，而台灣面臨多元文化衝擊下與台灣文創法案的制定，為此新興產業注入許多發展願景。在此文創產業環境下，本研究探討美感生活型態與消費者創新性之特質對顧客滿意度與再購意願是否有影響，並以從眾行為作為干擾變項。
Schmitt & Simonson(1995)指出美感能為企業帶來附加價值，創造忠誠度、使高昂的價格成為可能、從眾多資訊脫穎而出、具有與眾不同的象徵意義、可以創造差異對抗競爭者的攻擊。另外，Schiffman & Kanuk(2000)指出人格特質創新性高的消費者通常是第一個去嘗試產品或服務的人，此類創新者的反應通常也是決定新產品或服務能否成功的重要指標。
因此，本研究以參與過文創相關活動(舉凡藝文展覽、音樂會、創意市集..等)之消費者進行便利抽樣，並透過網路及紙本發放；有效樣本為213份，進行迴歸分析、層級迴歸分析與變異數分析，並列出九項假設，研究分析結果如下:
1.美感生活型態對顧客滿意度有顯著正影響2.美感生活型態對顧客再購意願有顯著正影響3.消費者創新性對顧客滿意度有顯著正影響4.消費者創新性對顧客再購意願有顯著正影響5.美感生活型態對顧客滿意度之影響不會受到從眾行為的顯著干擾6.美感生活型態對顧客再購意願之影響不會受到從眾行為的顯著干擾7.消費者創新性對顧客滿意度之影響會受到從眾行為的顯著干擾8.消費者創新性對顧客再購意願之影響不會受到從眾行為的顯著干擾9.消費者在不同人口統計變項對美感生活型態、消費者創新性、從眾行為、顧客滿意度、顧客再購意願有顯著差異。
透過本研究結果發現，國人隨著生活水平提升，其本身是具有一定的美感生活水準，因此在消費此類型活動時，其對於文創活動的滿意度與再購意願結果上具有顯著正向之影響。應用於未來在進行文創相關活動時，透過文化加值創意的方式打造學藝、培養文化涵養，以相輔相成的方式透過提升消費者美感生活型態以利文創活動品質。此外，參與文創相關活動者，其本身消費者創新性之人格特質是相當高，對於此項新興產業消費者的接受度也相當高；應用於未來進行休閒體驗時，此類活動參與者將會為文創產業激發出更多創意加值性的活動支持者。

Recently Cultural and Creative Industry plays a role in world economy development. Taiwan, as a multi-cultural his-torical background county, has created great vision for cultural and Creative Industry to grow. Main focus of our study is to discuss consumer characteristics and behaviors in cultural and creative activities. In our study, independent variables are Aesthetic lifestyle and Consumer Innovation. Dependent variables are Customer Satisfaction and Consumer Repurchase Intention. Moderator Variable is Consumer Conformity.  
In previous studies, Schmitt & Simonson (1995) has stated that Aesthetic could add value to one’s product. Besides, aesthetic also creates royalty, specific meaning and differential towards competition in market. Moreover, Schiffman & Kanuk (2000) also suggest that consumers who are willing to try new products or service are considered as more innova-tive ones. Those innovative customers are indicators for new services or products to succeed. Thus, our study samples any customer in the past who has participated in cultural activities (such as exhibition, musical concert and creative market-place), questionnaires are spread both online and in hard copy. According to our study, 213 valid samples are collected, executed with regression analysis, Hierarchical regression analysis and ANOVA. Summary as following along with our 9 hypotheses: 
1. Aesthetics Lifestyle is significantly positive related to customer satisfaction.2. Aesthetics Lifestyle is significantly positive related to customer Repurchase intention.3. Consumer innovation is significantly positive related to consumer Satisfaction4.Consumer Innovation is significantly positive related to customer repurchase intention5. Relation between Aesthetics lifestyle and Customer Satisfaction is not significantly moderated by consumer conformity. 6. Relation between Aesthetic Lifestyle and Consumer Repurchase intention is not significantly moderated by consumer conformity7. Relation between consumer Innovation and customer satisfaction is significantly moderated by consumer conformity.8. Relation between Consumer Innovation and Consumer Repurchase Intention is not significantly moderated by consumer conformi-ty.9. Demographics is significantl6y difference existed in Aesthetics Lifestyle, Consumer Innovation, Customer Satisfac-tion, Consumer Conformity and Consumer Repurchase Intention.  
Recall on our study, required level of aesthetic is achieved in Taiwan along with growth in living standard. Thus, con-sumer satisfaction and repurchase intention in cultural and creative activities are significantly positive related. In future planning of certain activities, cultural and creative aspects are suggested to be considered at same time in order to add value and improve aesthetic. Finally, participants in cultural and creative activities are highly innovative according our study. Based on this finding, we predict that innovative customer would benefit cultural and creative industry by adding value within participation.

目錄	I
表目錄	III
圖目錄	VIII
第一章 緒論	1
第一節  研究背景	1
第二節  研究動機	3
第三節  研究目的	4
第四節  研究範圍與流程	5
第二章  文獻探討	7
第一節  文化創意產業之概念	7
第二節  美感生活型態的相關理論	11
第三節 消費者創新性的相關理論	15
第四節 從眾行為的相關理論	17
第五節  顧客滿意度的相關理論	19
第六節  顧客再購意願的相關理論	21
第七節  各變項間交互作用的相關研究	23
第三章  研究方法	25
第一節  研究架構	25
第二節  研究假設	26
第三節  研究對象與抽樣方法	26
第四節  研究工具	27
第五節  資料分析統計方法	34
第四章  研究結果	36
第一節  問卷發放與回收資料描述	36
第二節 因素分析與信度分析	40
第三節  研究變項之迴歸分析與假說驗證	56
第四節  不同人口背景變項在各構面之差異分析	69
第五節  假設驗證結果彙整與綜合討論	92
第五章  結論與建議	94
第一節  研究結論	94
第二節  管理意涵	96
第三節  研究限制	97
第四節  未來研究建議	98
參考文獻	99
附錄 研究問卷	105
 
表目錄
表2-1  各國對文化創意產業之定義	8
表2-2  各國對文化創意產業之稱謂與範疇	9
表2-3  2006-2010年台灣文創產業營業額與名目國內生產毛額	10
表2-4  SCHULZE的美學圖式	12
表3-1  美感生活型態量表	28
表3-1  美感生活型態量表(續)	29
表3-2  消費者創新性量表	29
表3-3  從眾行為量表	31
表3-4  顧客滿意度量表	32
表3-4  顧客再購意願量表	33
表4-1  問卷回收結果	36
表4-2  人口屬性統計表一	37
表4-3  人口屬性統表二……………………………………………………………38
表4-4  最常參與的文創活動類型(複選)	39
表4-5  平均參與之次數表	39
表4-6  美感生活型態之項目整體統計量	40
表4-6  美感生活型態之項目整體統計量(續)	41
表4-7  美感生活型態之KMO與BARTLETT檢定	41
表4-8  美感生活型態之因素分析、信度分析與命名	42
表4-8  美感生活型態之因素分析、信度分析與命名(續)	43
表4-9  消費者創新性之項目整體統計量	43
表4-9  消費者創新性之項目整體統計量(續)	44
表4-10 消費者創新性之KMO與BARTLETT檢定	45
表4-11 消費者創新性之因素分析、信度分析與命名	45
表4-11 消費者創新性之因素分析、信度分析與命名(續)	46
表4-12 從眾行為之項目整體統計量	47
表4-13 從眾行為之KMO與BARTLETT檢定	48
表4-14 從眾行為之因素分析、信度分析與命名	49
表4-15 顧客滿意度之項目整體統計量	50
表4-16 顧客滿意度之KMO與BARTLETT檢定	51
表4-17 顧客滿意度之因素分析、信度分析與命名	51
表4-18 顧客再購意願之項目整體統計量	52
表4-19 顧客再購意願之KMO與BARTLETT檢定	53
表4-20 顧客再購意願之因素分析、信度分析與命名	53
表4-21 美感生活型態對顧客滿意度之迴歸分析表	56
表4-22 美感生活型態子構面對顧客滿意度之複迴歸分析表	57
表4-23 美感生活型態對顧客再購意願之迴歸分析表	58
表4-24 美感生活型態子構面對顧客再購意願之複迴歸分析表	58
表4-25 消費者創新性對顧客滿意度之迴歸分析表	59
表4-26 消費者創新性子構面對消費者滿意度之複迴歸分析表	60
表4-27  消費者創新性對顧客再購意願之迴歸分析表	61
表4-28  消費者創新性子構面對顧客再購意願之複迴歸分析表	61
表4-29  SPEARMAN’S RHO相關係數矩陣	63
表4-30  從眾行為在其美感生活型態對顧客滿意度影響關係之干擾	65
表4-31  從眾行為在其美感生活型態對顧客再購意願影響關係之干擾	66
表4-32  從眾行為在消費者創新性對顧客滿意度影響關係之干擾	67
表4-33  從眾行為在其消費者創新性對顧客再購意願影響關係之干擾	68
表4-34  性別在各主構面之差異分析	69
表4-35  性別在各子構面之差異分析	69
表4-35  性別在各子構面之差異分析(續)	70
表4-36  年齡在各主構面之差異分析	70
表4-36  年齡在各主構面之差異分析(續)	71
表4-37  年齡在各子構面之差異分析	72
表4-37  年齡在各子構面之差異分析(續)	73
表4-38  婚姻在各主構面之差異分析	74
表4-39  婚姻在各子構面之差異分析	74
表4-39  婚姻在各子構面之差異分析(續)	75
表4-40  學歷在各主構面之差異分析	75
表4-40  學歷在各主構面之差異分析(續)	76
表 4-41 學歷在各子構面之差異分析	76
表4-41 學歷在各子構面之差異分析(續)	77
表4-41 學歷在各子構面之差異分析(續)	78
表4-42 居住區域在各主構面之差異分析	78
表4-43 居住區域在各子構面之差異分析	79
表4-44 職業在各主構面之差異分析	80
表4-44 職業在各主構面之差異分析(續)	81
表4-45 職業在各子構面之差異分析	81
表4-45 職業在各子構面之差異分析(續)	82
表4-45 職業在各子構面之差異分析(續)	83
表4-46 教育背景在各主構面之差異分析	84
表4-47 教育背景在各子構面之差異分析	85
表4-47 教育背景在各子構面之差異分析(續)	86
表4-48 平均月所得在各主構面之差異分析	87
表4-49 平均月所得在各子構面之差異分析	87
表4-49 平均月所得在各子構面之差異分析(續)	88
表4-49 平均月所得在各子構面之差異分析(續)	89
表4-50 平均參與次數對各主構面之差異分析	89
表4-50 平均參與次數對各主構面之差異分析(續)	90
表4-51 平均參與次數對各子構面之差異分析	90
表4-51 平均參與次數對各子構面之差異分析(續)	91
表4-51 平均參與次數對各子構面之差異分析(續)	92
表4-52 假設驗證結果彙整表	92
表4-52 假設驗證結果彙整表(續)	93

圖目錄
圖1-1  2006-2010年台灣文化創意產業營業額	2
圖1-2  研究流程圖	6
圖3-1  研究架構圖	25
圖4-1  因素分析後之研究架構	54

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林容羽(2012)。消費者對文化創意產品之認知偏好研究。國立台灣藝術大學設計學系碩士班碩士論文。
章聖揚(2012)。消費者從眾傾向對旅館環保措施之態度及行為意圖之研究。輔仁大學餐旅管理學系碩士論文。
陳明陽(2010)。美感生活型態對產品偏好的影響。國立交通大學應用藝術研究所碩士論文。
陳瑞模(2010)。感官體驗及美感體驗對體驗品質與體驗滿意度影響之研究─以台北國際花卉博覽會為例。輔仁大學企業管理學系管理學碩士班論文。
彭鈺婷(2012)。服務品質、顧客價值對顧客滿意度影響之研究─以韓系美妝店為例服務品質。國立中山大學企業管理學系研究所。
楊環華(2008)。以從眾理論來討論青少年的偏差行為。台灣教育，653，57-60。
劉維公(2001)。當代消費文化社化理論的分析架構:文化經濟學、生活風格與生活美學。東吳社會報，11，113-136
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劉懿羚(2012)。美食旅遊節目觀賞體驗對觀賞行為意願之影響：從眾性之干擾效果。東吳大學企業管理學系碩士論班碩士論文。
蔡秋華。從生活風格與情感設計探討網頁使用之美感。世新大學資訊傳播學研究所。
盧春珍(2012)。美感生活形態與消費者髮型風格偏好關連性之研究。輔仁大學織品服裝學系碩士論文。


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三、網站部分
中央社，花博算帳估淨效益近3百億，2011。取自http://n.yam.com/cna/life/201105/20110509673555.html
中國經濟網，英國:創意推動文化產業發展，2011。取自http://www.ce.cn/
財政部財稅資料中心，2011。取自http://www.fdc.gov.tw/mp.asp?mp=1