儀式型宮廟文創商品之品牌體驗因素探討

Exploration of Brand Experience Factors for Ritualistic Temple Culture Creative Products

林育如(Lin, Yu-Ju)；倪建芝(Ni, Chien-Chih)

儀式型 ； 宮廟 ； 文創商品 ； 品牌體驗 ； Ritual-based ； temple ； cultural and creative products ； brand experience

商業設計學報

27期（2024 / 03 / 01）

189 - 209

繁體中文;英文

文創商品結合宗教信仰的作法，能認識信仰內涵，更能引起共鳴。當今民間宮廟的神話故事、祭典、宗教儀式朝向現代化、文創化、企業化與觀光化的傾向，若廟方能善加運用儀式特色優勢，不僅提高廟宇能見度，同時可以建立地域性的品牌目標。因此，將儀式型宮廟文創商品強化品牌體驗，可活絡宗教文化創意內涵，建立宮廟良好品牌與行銷能量。本研究以品牌體驗理論為基礎，探討儀式型宮廟文創商品的品牌體驗因素與購買意願，以瞭解消費者對於儀式型宮廟文創商品之體驗與評價，以及購買意願的關聯性影響。採李克特量表七點量表來擬定問卷並衡量，研究樣本為台灣十間宮廟與異業聯名開發合作的十項具儀式型宮廟文創商品，進一步分析結果分述如下：（1）「儀式型宮廟文創商品的品牌體驗量表」評估具可行性；（2）透過設計使宗教信仰內涵產生新啟發，刺激思緒產生新觀的儀式型宮廟文創商品具有更佳的品牌體驗，產生高度購買意願；（3）設計能使消費者感受到差異化與刺激感，這類型文創商品可善用創新性進行品牌體驗；（4）發現願意購買的宮廟文創商品特色為簡單易懂且有趣生活化的直覺操作方法，並能獲得儀式的神力加持及心理層面的庇佑功能，更容易受到大眾的接受與喜愛。

The integration of religious beliefs into creative products has the potential to deepen the understanding of the underlying faith and evoke resonance. In contemporary times, myths, festivals, and religious ceremonies in folk temples are trending towards modernization, creativity, corporatization, and tourism. If temples can effectively leverage the unique aspects of their rituals, they can not only increase their visibility but also establish regional brand identities. Therefore, strengthening the brand experience of ritualistic temple creative products can invigorate the creative essence of religious culture, establish a strong temple brand, and enhance marketing efforts. This study, grounded in brand experience theory, investigates the factors influencing the brand experience of ritualistic temple creative products and their impact on purchase intentions. It aims to understand consumers' experiences, evaluations, and purchase intentions related to these products. A seven-point Likert scale questionnaire was developed and used to collect data from ten temples in Taiwan that have collaborated on the development of ritualistic temple creative products. The results are outlined as follows: (1) The "Brand Experience Scale for Ritualistic Temple Creative Products" is found to be a feasible assessment tool; (2) Ritualistic temple creative products that inspire new insights into religious beliefs and stimulate fresh perspectives offer a superior brand experience, leading to a high purchase intention; (3) Products that create a sense of differentiation and stimulation in consumers can effectively leverage innovation in brand experience;(4) Consumer willingness to purchase ritualistic temple creative products is influenced by their simplicity, intuitiveness, and enjoyable practicality. These products are perceived to harness the divine power of rituals and provide psychological blessings, making them readily accepted and favored by the general public.