Abstract
Thriving in competitive business environments requires innovation, especially within cultural and creative-based e-commerce platforms. This study examines the application of two prominent theories, ICDT theory and brand personality, in assessing new business models. Focusing on 479 respondents from Taiwan, this research explores how the implementation of ICDT and brand personality in cultural and creative e-commerce influences customer behavior. Statistical analyses and the Smart PLS method are adopted to identify the significance of and relationships between the variables in the structural equation model. The profound influence of the ICDT model is evident in the emergence of virtual information space, virtual communication space, and virtual transaction space. Brand personality traits underscore the significance of intellectual excellence, M-type traits, seeking innovation and change, and stable reliability in shaping customer values. This research enriches the literature by emphasizing the essential role of innovative technologies and brand issues integrated with core product attributes for successful consumer acceptance in the fiercely competitive landscape of e-commerce platforms.
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