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

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.