在全球化競爭趨勢下想保留在地文化就必須要有獨特風格，必須注入創新元素滿足不同消費者的需求，或是進而利用網路推廣，以期地方文化產業得以永續發展。本研究之目的，是為了瞭解消費者對於客家文化商品的消費價值與網路購買情境時的購買意願狀況。
本研究有兩大重點與特色:
一、文化商品本質上與一般商品不同。消費者購買商品時，取決於產品消費價值。不論商品本身具有那些價值，在選擇購買的當下，個人的消費價值皆會左右其購買決策行為。本研究針對文化商品獨有特性加入文化消費價值加以探討，與一般商品消費價值研究做出區別。
二、商品通路漸從實體轉為虛擬，客委會近年來致力於客家文化商品推廣，線上購物是為趨勢，因此本研究特別將購買情境鎖定為網路，並選擇具指標性的客家網路商城為研究對象。
本研究經過問卷的資料調查與SEM 分析，研究假設均得到統計上的支持。結果證實網路購買情境、顧客消費價值皆對於顧客購買意願造成影響且此一模型是有其研究價值的。

Under the trend of global competition, it's necessary to have a unique style for preserving the surviving space of cultural products. And it's required to infuse innovative elements to satisfy needs from different consumers or popularize Hakka cultural goods online for achieving the sustainable development of local cultural industry.
The purpose of this study is to understand the consumption value, the online consumption situation of consumers and the status of purchase intention of Hakka cultural goods. And this research includes two key points:
1. Cultural goods are different from usual goods. When consumers buy goods, often based on value considerations. No matter commodity it has these values; the personal consumption value will control their purchasing decisions. This study adds a new part to separate cultural goods and usual goods.
2. Council for Hakka affairs try hard to promote creative Hakka cultural goods, the sort of the goods in online Hakka-mall are more complete than physical storefront, and the products introductions are wrote by Chinese Japan English three kind of languages. Online shopping is international tendency, so it is important and necessary to research online consumption behavior.
This study adopts a quantitative research. A questionnaire survey and a SEM test are used. All of the hypotheses of the study are supported, showing that on-line design factors and consumption value have significant impact on customer purchase intention.

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