65. An Application Study of Electronic Shelf Label on Cultural Creative Merchandise

The application of network technology develops rapidly. Cultural and creative merchandise are always adapting their various marketing modes to match consistently changing trends. This phenomenon illustrates that in order for company managers to receive maximum benefits they must replace traditional marketing methods and utilize the most up-to-date modes of application. Electronic shelf label (ESL) is one the most recently updated applications within this field. The purpose of this study was to analyze the correspondence between subject’s intentions and behavior when using various cultural and creative merchandise. This study explores the topic via aspects of usability and usefulness which is cited from the theory of technology acceptance model (TAM). Subjects within this study consist of employees from different backgrounds in the cultural and creative industry. They were interviewed through a questionnaire in which all questions were given randomly and collected for analysis through the SPSS software. The main findings of the study are described in the following. The differences in subjects’ backgrounds did not have enough evidence to be statistically significant in influencing the usability of ESL, usefulness of ESL, intention of use, and use behavior. However, the usability and usefulness of ESL were revealed to have a heavy influence on subjects’ intention behavior of when using cultural and creative merchandise, but no significant influence on use behavior. Furthermore, this study found that use behavior is significantly influenced by the intention of use. With the results of this study, it is revealed that the ESL application to cultural and creative merchandise is feasible. However, one of the major drawbacks is that the object (ESL panel) is limited by its small scale and color. Therefore, it is recommended to use ESL with a large-scale and colored panel, because it is much a suitable choice for practical application in cultural and creative merchandise.