文創市集是文創產業與人們接觸的其中一個管道，而它專屬的環境氛圍，也是文創市集與其他商場的不同之處，而環境氛圍對於消費者的購買意圖是否有所影響呢?另外，創意市集總會配合節慶的活動來增加商機、吸引人潮聚攏，那麼節慶活動對於消費者有顯著的吸引力嗎?創意市集會因此得到更高的銷售量嗎?本研究希望能探討文創環境氛圍、節慶活動的舉辦對於消費者購買意圖間的影響關係。
本研究透過調查經判斷抽樣選擇的三個具代表性之文創市集之消費者為對象，並以統計方法來驗證本研究之假設。研究文創市集之環境氛圍與節慶活動對消費者購買意圖是否有正面影響，並了解不同背景變項之消費者對於購買意圖是否有顯著差異。本研究有效問卷為387份，採用研究方法包括樣本特性分析、信度分析、效度分析、主成分分析、獨立樣本 t 檢定分析、單因子變異數分析、皮爾森積差相關分析、多元逐步迴歸分析。
研究結果顯示，不同背景變項中以性別變項對購買意圖無顯著差異，其他變項皆有顯著差異；環境氛圍與節慶活動對購買意圖皆有顯著正向影響；環境氛圍與節慶活動間對購買意圖無顯著交互作用。

People understand cultural and creative industries by creative market. The difference in creative markets and shopping centers is special atmosphere. Also, Do it affect by atmosphere on consumer’s behavior ? In addition, the creative market will always plan the festival activities to increase business opportunities and attract attention. Then, will the consumers be attracted significantly? Will Creative markets get high sales? The intent of this study is exploring the influences of cultural atmosphere and festivals on consumers' purchase intentions.
The objects are consumers in Taipei fashion markets. In addition, the study is purposive sampling and the hypotheses were validated by statistics analysis. There are 387 copies of consumers as questionnaires in Taipei fashion markets.This study uses many statistical methods, include sampling distribution, reliability analysis, validity analysis, item analysis, principal components, independent t-test , one –way Anova, pearson correlation and regression analysis .
The results as follows: There are no significant differences in the purchase intention with gender, but there are significant differences in the purchase intention with other consumer’s background variables. There are impacts on purchase intention in cultural atmosphere and festivals. Also, There is no significant interaction between the cultural atmosphere and the festivals.

一、中文文獻
何基蘭(2016)•天主教教堂與重要節慶的旅遊意象及活動吸引力對旅遊意願之影響-以輔仁大學師生為例 (碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
吳思嫻(2012)•居民在地智慧、幸福感與地方依附感對節慶活動效益影響之研究-以平溪天燈為例(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
李君如(2014)•大型活動的遊客價值對滿意度、忠誠度及城市意象之影響-以臺北國際花博為例•博物館學季刊，28，95-120。
李如意(2013)•文化創意商品消費者之消費動機、生活型態與消費行為之研究(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
沈慧婷(2010)•消費者創新生活體驗對消費行為與關係品質之影響：以創意市集為例(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
林瑩昭、戴怡靜(2011)•高雄市文化中心創意藝術市集消費型態之研究•休閒事業研究，9，57-74。
夏學理、秦嘉嫄、洪琬喻、陳國政、施沛琳、謝知達、陳怡君(2009)•文化創意產業概論•台北:五南。
海爾(2012)•故事力:沒有故事力-就沒有感動力•台北:就是文化。
理查德•佛羅里達(2010)•創意階層的崛起•台北:中信。
張書豪、林家五、郭子嘉(2010)•懷舊氣氛對正向情緒與後續購買意願影響之探討•行銷評論，7，275-298。
陳俊達(2015)•宗教節慶活動文化傳承、觀光吸引力、效益認知及滿意度之研究-以「小琉球迎王祭」為例(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
陳韻純(2013)•節慶活動屬性、體驗價值與活動效益之研究(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
游瑛妙(1999)•節慶活動的吸引力與參觀者對活動品質的滿意度分析-以第十一屆中華民藝華會為例•霧峰:台灣省政府交通處旅遊局。
楊士弘(2014)•文化資產的文創商品設計行銷與消費者購買行為之研究(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
榮泰生(2015)•消費者行為•台北:五南。
劉曉蓉(2006)•文化產業發展成創意產業之策略研究-以交趾陶為例(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
鄭安欽、劉春初、陳欣君(2011)•女性化妝品在品牌形象、促銷方式與購買意願關係之研究-以台灣和韓國品牌為例•中州管理與人文科學叢刊，1(1)，97-121。
Hesmondhalgh, D.(2008)•文化產業分析(廖珮君譯)•台北:韋伯。(原著出版於2004)
潘美卿(2009)•郵局新創事業之銷售中心：氛圍因素對顧客購買行為之影響研究(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。
鍾政融(2014)•商圈故事行銷對環境氛圍及消費者行為意圖影響之研究(碩士論文)•取自臺灣博碩士論文知識加值系統:自由的博碩士學位論文全文資料庫。

二、英文文獻
Ajzen, I., & Fishbein, M.（1975）. Belief, attitude, intention and behavior：an introduction to theory and research reading. MA：Addison-Wesley.
Babin,B.J.(2000).Atmosphere affect as a tool for creating value and gaining share of consumer. Journal of Business Research ,49,91-99.
Baker, D. A. ,& Crompton, J. L. (2000). Quality, satisfaction behavioral intentions. Annals of Tourism Research ,27, 785-804.
Berman, B. ,& Evans, J.R.(1995). Retail Management: A Strategic Approach. New Jersey: Prentice-Hall, Inc.
Boissevain, J. (1996). Ritual tourism and cultural commoditization in Malta: culture by the pound. Selwyn: Wiley Publication Co.
Bourdieu, P.（1984）. Distinction: a social critique of the judgement of taste. Cambridge, Mass: Harvard Universiry Press.
Buttle, F. (1984) . Retail space allocation international. Journal of Physical Distribution & Logistics Management ,14, 3-23.
Caves, R. (2003). Creative industries: contracts between art and commerce. Cambridge, Mass: Harvard Universiry Press.
Chen, C.F. ,& Chen,F.S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31, 29-35.
Daft, R. (1996). Organization theory: structure design and applications. OH: Thomson Higher Education.
Demby, E. (1973). Psychographics and form where it comes in lifestyle and psychograpgics, William D. Wells edition. Chicago: AMA.
Engel, J.F., Miniard, P.W.,& Blackwell, R.D. (1996). Consumer behavior. London : Harcourt College Publishers.
Garnham, N. (1987). Concept of culture: public policy and the cultural industries. Cultural Studies ,1,23-37.
Getz, D. (2005). Event management and event tourism. NY : Cognizant Communication Corporation.
Howard, J.A. (1989). Consumer behavior in marketing strategy, NY: Prentice-Hall.
Ippolito, P.M. ,& Mathios,A.D.. (1990) Information, advertising and health choices: A study of the cereal market. Rand Journal of Economics, 21, 459-480.
Jackson, R. (1997). Making Special Events Fit in the 21st Century. Champaign. IL:Sagamore Pub.
Kim, A. J., & Ko,E.(2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research ,65,1480-1486.
Kotler, P(1986), Marketing management-analysis, planning, and control. Red Lion, PA, U.S.A.: Longman Higher Education.
Kotler, P., Ang, S.H., Leong, S.M., & Tan, C.T. (1999). Marketing management：an Asian perspective. Singapore：Prentice Hall.
Kunkel, J. H., & Berry, L. L. (1968). A behavioral conception of retail image. Journal of Marketing ,32, 21-27.
Lee, Y. K. (2008). Festival scapes and patrons' emotions, satisfaction, and loyalty. Journal of Business Research, 61,56-64.
McDonnell, I. (1999) . Festival and special event management. Milton: John Wiley & Sons Australia.
Nicosia, F.M., & Myers, J.G. (1968). On the study of consumer typologies. Journal of Marketing Research, 5, 182-193.
Noar, S. M. (2003). The role of structural equation modeling in scale development. Structural Equation Modeling: A Multidisciplinary Journal ,10(4), 622-647.
Olson,J.C. ,& Peter,J.P.(1987).Consumer behavior and marketing strategy. Chicago: Irwin.
Pathak, S., & Balakrishnan, P. V. (2014). Impeding the juggernaut of innovation diffusion: a production‐constrained model. Production and Operations Management ,23 , 1183-1197.
Pratt, W. R. (1974). Measuring purchase behavior in handbook of marketing, Robert Ferber edition. NY: McGraw-Hill Co.
Reisinger, Y. ,& Turner, L.(2002). Cultural Differences Between Asian Tourist Markets and Australian Hosts. Journal of Travel Research ,40 (3), 295-315.
Russell, J.A., & Mehrabian, A.（1974）. An approach to environmental psychology. MA: MIT Press.
Ryan, B. (1992). Making capital from culture: The corporate form of capitalist cultural production. NY: de Gruyter.
Smith, V.K. ,& Johnson,R.(1988). How do risk perceptions respond to information: The case of radon. Review of Economics and Statistics ,70, 1-8.
Turley, L. W. ,& Milliman, R.E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49, 193–211.
William, F. T. (1997). Global Tourism：The next decade. London：Butterworth-Heinemann.
Yadin, Y. (1998).Creative marketing communications. TX：Crest Publishing House.
Yalch, R. F., & Spangenberg, E. R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal of Business Research ,49, 139-148.
Zaltman, G. ,& Burger, P. (1975). Marketing research: fundamentals and dynamics. IL: Dryden Press.
Zeithaml, V.A. ,& Bitner, M.J. (1996). Service marketing. MA :McGraw-Hill.

三、網路文獻
文化部(2015)•英國發表最新文創產業國際策略•引自
http://cci.culture.tw/cht/index.php?code=list&flag=detail&ids=56&article_id=11543文建會(2012)• 2011台灣文化創意產業發展年報•引自http://cci.culture.tw/upload/cht/attachment/0f63de458a4db9df74416ad1081af460.pdf
文建會(2013)•2012台灣文化創意產業發展年報•引自http://cci.culture.tw/upload/cht/attachment/854a4cbe0c94eead0db07a6eb0025fcd.pdf
文建會(2014)•2013台灣文化創意產業發展年報•引自http://cci.culture.tw/upload/cht/attachment/232062f0c3c338d8ae44afc0d6bd5773.pdf
文建會(2015)•2014台灣文化創意產業發展年報•引自http://cci.culture.tw/upload/cht/attachment/42f72c5463d183aa2989de0694b4d7c4.pdf
陳昱興(2007)•創意市集觀察報告•引自
http://campobag.blogspot.tw/2009/05/campo.html
謝明瑞(2011)•黃金十年與國家願景•引自
http://www.npf.org.tw/2/9959