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研究生： 張慧芳
Wijaya, Vanesha Marcellina Cipta
論文名稱： Is Hybrid Design a Deviation from Heritage or a Creative Continuation? : The Effect of Prior Knowledge Schema on Hybrid Design Authenticity Evaluation
Is Hybrid Design a Deviation from Heritage or a Creative Continuation? : The Effect of Prior Knowledge Schema on Hybrid Design Authenticity Evaluation
指導教授： 高如妃
Kao, Faye J.
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 67
外文關鍵詞： knowledge schema, hybrid-design product, authenticity, purchase intention
相關次數： 點閱：53  下載：4 
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    • Globalization and powerful information technology stream makes national border become less and less relevant. The nations are influence each other and induce hybridization. Hybridization happen in all aspect in our life and that also in product design. Hybridization is not only about fusion and synthesizing of different characteristic or product attribute, but also form a new relation that create uniqueness for the new product design. Hybrid design will create new hybrid culture, but this hybrid can change product perceptual map and furthermore change authenticity of product.

    In two experimental study, this research find that there are differences in how consumer evaluate authenticity of hybrid-design as product extension and as cultural embedded category product. Prior knowledge affect heritage authenticity but not affect creative authenticity when hybrid-design is a product extension. In the other hand, prior knowledge affects creative authenticity but not affect heritage authenticity when hybrid-design is a cultural embedded category product.

    ABSTRACT ............................... I ACKNOWLEDGEMENT .................................. II TABLE OF CONTENTS .............................. III LIST OF TABLES .......................................... VI LIST OF FIGURES ......................................... IX CHAPTER ONE INTRODUCTION ............................ 1 1.1 Research Background and Motivation. ................. 1 1.2 Research Objectives and Research Gap. .............. 4 1.3 Research Structure. ........................ 5 CHAPTER TWO LITERATURE REVIEW.................... 7 2.1 Hybrid-Design Product. .................... 7 2.2 Authenticity. ...................................... 9 2.3 Brand Authenticity. .............................. 10 2.3.1 Brand Authenticity Evaluation. .................... 11 2.3.2 Product Extension Authenticity. .................. 11 2.3.3 Creative Authenticity.......................... 14 2.4 Schema and Categorization. ......................... 14 2.5 Cosmopolitan. ....................................... 16 2.6 Hypothesis Development. .......................... 16 2.6.1 Effect of Knowledge Schema Toward Authenticity Evaluation. ........ 16 2.6.2 Moderating Effect of Cosmopolitan Attitude Toward Authenticity Evaluation. ..... 18 2.6.3 Effect of Authenticity Evaluation Toward Purchase Intention. .......... 19 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY .......... 21 3.1 Conceptual Model. .......................... 21 3.2 Summary of Hypotheses. ............................. 21 3.3 Experimental Design. ............................... 22 3.4 Construct Measurement. ............................. 24 3.4.1 Authenticity Evaluation. ..................... 24 3.4.2 Product Categorization. ........................ 25 3.4.3 Purchase Intention. ............................ 26 3.4.4 Familiarity. ..................................... 27 3.4.5 Country of origin. ............................. 27 3.4.6 Cosmopolitan Index............................ 27 3.4.7 Personal Information. .......................... 28 3.5 Data Analysis Procedure. ......................... 29 3.5.1 Descriptive Statistical Analysis. ................ 29 3.5.2 Analysis of Variance (ANOVA). .................... 29 3.5.3 Regression Analysis. ......................... 29 CHAPTER FOUR RESEARCH RESULTS ...................... 30 4.1 Study 1: French Tableware Study. ............... 30 4.1.1 Demographic Information and Familiarity. .......... 30 4.1.2 Cosmopolitan Group. ............................... 32 4.1.3 Hypothesis Testing. ........................ 33 4.2 Study 2: Japanese Kimono Study. ................... 46 4.2.1 Demographic Information and Familiarity. ......... 46 4.2.2 Cosmopolitan Group. ............................... 48 4.2.3 Hypothesis Testing. .............................. 49 CHAPTER FIVE CONCLUSION AND SUGGESTIONS ................. 59 5.1 Research Conclusions. ............................... 59 5.1.1 Knowledge Schema Toward Categorization. ........... 59 5.1.2 Knowledge Schema and Cosmopolitan Attitude Toward Authenticity in Tableware Study........... 60 5.1.3 Knowledge Schema and Cosmopolitan Toward Attitude Authenticity in Kimono Study........ 61 5.2 Theoretical Implications. .......................... 62 5.3 Managerial mplications. ............................. 63 5.4 Research Limitation and Future Research Direction. ..... 64 REFERENCES ............................................ 65

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