Title: Effects of brand and quality management on consumers' purchasing willingness of indigenous handicrafts in Taiwan

Authors: Wen-Chih Liao; Chun-Chou Tseng; Jui-Ho Lee

Addresses: Department and Graduate Institute of Business Administration, National Taiwan University of Science and Technology, Taipei City 10607, Taiwan ' Department of Business Administration, National Taiwan University of Science and Technology, Taiwan Institute of Economic Research, Taipei City 10461, Taiwan ' The Origin News Corporate Headquarters, 18F., No.106, Sec. 1, Xintai 5th Rd. Xizhi Dist., New Taipei City 22102, Taiwan

Abstract: This study aimed to test the hypothesis that adoption of a handicraft quality certification system will promote consumers' willingness to purchase indigenous handicrafts in Taiwan. The results show that both a brand effect and quality management effect can promote consumers to spend more money buying accredited indigenous handicrafts. In the future a reduction of customer transaction costs and an increase of consumers' trust can be expected. This implies that the implementation of the "Certification System for Taiwan Indigenous Cultural Industry" by the Government of Taiwan will help increase consumers' recognition of Taiwan indigenous handicrafts. It also implies that the effect of a difference in the price of handicrafts will benefit craftmakers and any technology associated with the certification system. In addition, implementing such a system will contribute to enhanced social security, protection of cultural heritage and promotion of national development.

Keywords: quality certification; transaction costs; brand management; quality management; indigenous handicrafts; Taiwan; consumer willingness to pay; purchasing willingness; handicraft quality; brands; social security; cultural heritage; culture.

DOI: 10.1504/EJCCM.2014.065163

European Journal of Cross-Cultural Competence and Management, 2014 Vol.3 No.2, pp.175 - 191

Received: 20 Feb 2013
Accepted: 14 Jan 2014

Published online: 15 Oct 2014 *

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