A Study of the Relevance between Service Design and Consumer-Perceived Value Based On Social Marketing in Cultural and Creative Industry

Due to the democratization and liberalization of national policies, which have promoted global economic development, and coupled with advances in information technology, dramatic changes have occurred in economic development. Among them, global cultural flows have far-reaching and wide-ranging impacts on countries worldwide. The interactive relationship between culture and the economy has enabled the cultural industry to grow rapidly. As the structure of industry and people's lifestyles and ideologies have changed, the development of design expertise has also transformed from tangible objects to the intangible world. Additionally, with the advent of the information society, emphasis has gradually been placed on interactive design, experience design, and service design. Intangible service design may become an important source of innovation and core competitiveness with future corporate value. The research object of this study is the average consumer in Fujian Province, China. Questionnaires were issued and collected by email. A total of 400 questionnaires were sent out, and 314 valid questionnaires were returned; thus, the recovery rate was 79%. The findings of this research include the following. (1) Social marketing significantly and positively affects service design. (2) Service design significantly and positively affects consumer-perceived value. (3) Social marketing significantly and positively affects consumer-perceived value. Based on these results, recommendations are made with the expectation of helping the development of cultural and creative industries to turn toward sustainable development.