Evaluation of involvement and cultural image for innovative products with local culture

The main objective in this study is to evaluate the involvement and cultural image for innovative and cultural creativity products with local culture. personal involvement inventory designed by zaichkowsky was adopted in this research to evaluate product involvement and cultural image of the cultural creativity products with kaohsiung image in taiwan. regarding the involvement evaluation,results showed that the small night light with the image of the tuntex sky tower,the candlestick with the image of the tuntex sky tower,and the memento with the image of the dream mall are better than other cultural creativity products. in addition,regarding the cultural image evaluation,three measure dimensions adopted in this study included cultural conformity,cultural recognition and cultural representation. results showed that the paperweight with the image of the shi-hzuwan bay,the small night light with the image of the tuntex sky tower,the candlestick with the image of the tuntex sky tower,and the memento with the image of the dream mall are better than other cultural creativity products on cultural image evaluation. especially,the wave-shaped container with the image of the lover river is the worst cultural product regarding the cultural image evaluation. moreover,this study should find out more suitable cultural elements for the image of the lover river and design the cultural creativity product to conform to local cultural image in the future. also,the research results can be provided valuable references for academic circles and related industrial field. © 2011 pakistan journal of statistics.