An empirical study of practicability, hedonic and interactive media for intention toward cultural creative APP design

摘要

With the global wave and evolution of Cultural and Creative Industries, Law for the Development of the Cultural and Creative Industries was successfully promulgated in 2010 in Taiwan. It encourages relevant craft industries transforming to Cultural and Creative Industries and establishing private brands. In order to promote Cultural and Creative Industries, the government also reinforces the integration of art creation with culture preservation, culture, and technology. Consequently, the application of cultural and creative products is moving towards diversification. Particularly, digital creative APP (Application) becomes a popular entertainment and interaction platform for modern youngsters. In this case, understanding the cultural advantage and integrating creativity and design are the key factors in the reinforcement of Cultural and Creative Industries with cultural and creative products in Taiwan. Understanding the digital creative APP usage intention and attitudes therefore becomes a primary research issue. This study aims to develop a cultural and creative APP as well as the strict and empirically meaningful digital creative APP usage intention and attitudes scale for digital creative APP users. The characteristics of cultural and creative APP are first generalized the usefulness, hedonism, and media interaction through literature review, expert interview, purification and prediction of measurement items, and the reliability and validity evaluation of formal questionnaire. Churchill (1979) and DeVellis (1991) as well as the suggestions from research with relevant scales are referred to measure the digital creative APP usage intention and attitudes. The results show that the best predictor of practicability, entertainment and media interactive for intention toward cultural creative APP design is use attitude (R2= 0.547), followed by intend to use (R2 = 0.528), practicability (R2 = 0.408), entertainment (R2 = 0.186). This study proposes a general extended technology acceptance model for Intention toward Cultural Creative APP Design. Our proposed model explained 52.8% of the variance in behavioral intention. Overall findings suggest that use attitude and intend to use may augment its function as a key factor for procedural Intention toward cultural creative APP design.