부산대학교 도서관

The integration of religious beliefs into creative products has the potential to deepen the understanding of the underlying faith and evoke resonance. In contemporary times, myths, festivals, and religious ceremonies in folk temples are trending towards modernization, creativity, corporatization, and tourism. If temples can effectively leverage the unique aspects of their rituals, they can not only increase their visibility but also establish regional brand identities. Therefore, strengthening the brand experience of ritualistic temple creative products can invigorate the creative essence of religious culture, establish a strong temple brand, and enhance marketing efforts. This study, grounded in brand experience theory, investigates the factors influencing the brand experience of ritualistic temple creative products and their impact on purchase intentions. It aims to understand consumers' experiences, evaluations, and purchase intentions related to these products. A seven-point Likert scale questionnaire was developed and used to collect data from ten temples in Taiwan that have collaborated on the development of ritualistic temple creative products. The results are outlined as follows: (1) The 'Brand Experience Scale for Ritualistic Temple Creative Products' is found to be a feasible assessment tool; (2) Ritualistic temple creative products that inspire new insights into religious beliefs and stimulate fresh perspectives offer a superior brand experience, leading to a high purchase intention; (3) Products that create a sense of differentiation and stimulation in consumers can effectively leverage innovation in brand experience;(4) Consumer willingness to purchase ritualistic temple creative products is influenced by their simplicity, intuitiveness, and enjoyable practicality. These products are perceived to harness the divine power of rituals and provide psychological blessings, making them readily accepted and favored by the general public.