Abstract
Cultural creative industries are considered a crucial indicator of a country's soft power. Amidst the wave of globalization, cultural and creative products of a region, which are rich in cultural content and characterized by local images of that region, have attracted the attention of tourists and became a memento of their travel experiences. Under this trend, cultural historians and developers in Kinmen have also become involved in developing cultural and creative products, including a product that is most representative of Kinmen'�the huapei. Huapei is a traditional baby wrap used in Kinmen and features Min Nan elements as well as black and white square grid patterns. Subsequently, huapei was skillfully transformed and applied to a wide variety of products such as thermos bag, tent, picnic mat, chairs, and carrier bags. In addition to functionality, product aesthetics is now also a new requirement that consumers seek in the products they purchase. This study adopted the image of Kinmen as the research topic to design a virtual cultural and creative product. Two elements of appeal, emotional and rational appeals, were incorporated to develop two types of advertisement proposals, which were then used in an experimental design to investigate the effects of different appeals on consumer purchase intention. The experimental results indicated that the emotional appeal was more effective than the rational appeal in advertising the designed virtual product. Therefore, cultural and creative workers should adopt emotional appeals in their marketing approach to attract consumers and increase their purchase intention.
Author Information
Hui-Ping Chen, National Quemoy University, Taiwan
Neng-Huei Lee, National Quemoy University, Taiwan
Cheng-Shih Lin, National Quemoy University, Taiwan
Guo-Shi Gung, National Quemoy University, Taiwan
Ping-Hsuan Hung, National Quemoy University, Taiwan
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