2020 年 4 巻 2 号 p. 2_29-2_38
At present Taiwan's religious cultural creative products cannot meet the needs of consumer and the expectation of sustainable development of temples because of their high similarity and lack of identification. This study explored the personal characteristics of young consumer in the expression of safety images, and proposed the consumer characteristics model as a reference for improving design and marketing of religious cultural creative products. The results of the surveys show that the characteristics of consumer are internal needs, community relations needs, external stimuli and deep influence of religious beliefs. The main medium of safety in psychological cognition is religious relics. There are significant differences in consumer characteristics between high school students and college students. The results can be used as a reference for designing products of different youth groups to meet the personalized needs of young consumers in order to design religious cultural creative products for improving sustainability of societies.