A Study of Hakka Image Emotion , Hakka Product Attitude and Online Purchase Psychological willingness

Abstract

Hakka image is composed of pictures and words that are related to Hakka culture, which communicates with people via the Internet 24/7. The interconnection between Hakka culture and industry has developed products that represent Hakka culture employing Hakka image; hence, Hakka products continue to show the symbolic characteristics of Hakka culture. According to the Theory of Reasoned Action and Hakka imagery emotions, this study explores Internet young users’ Hakka product attitude and online purchase intention. The research object is a representative Hakka cultural and creative product in Taiwan. Data were collected from 176 respondents from social networking sites.  A Structural Equation Model (SEM) analysis shows that the second-order model is better than the first-order model. The dimension of “Hakka retro” of Hakka image emotion significantly affected the Hakka product attitude; meanwhile, “Hakka retro” significantly affected the online purchase intention. The SEM model explains the variance in Hakka product attitude (62.9%), and online purchase intention (62.5%). Overall, the Hakka industry should keep optimizing the Hakka image of the website, move consumers' emotions through the Hakka images, and enhance the positive attitude toward Hakka products and online purchase intention. The conclusion of this research can be used as a reference for managers and theoretical researchers.