文化商品，隨著文化經濟風潮而受到重視，同時也存在因符號消費和主觀認定而潛藏「可能的選擇」現象。「客家」的族群符號，在賦予地方意涵、客家文化價值後，文化商品、消費飲食、聚落地景、語言與生活等，逐漸受到重視且成為客家鄉鎮推動文化觀光與文化消費經濟的重要途徑。本研究以新竹縣內灣和北埔兩個客家聚落為個案，進行商家經營和消費行為的調查，嘗試探討客家文化商品的符號消費現象。研究結果指出，消費者在「客家文化商品」的消費決策，整體偏好功能性價值(實用性和耐用性和品質)和條件性價值(包裝、宣傳、客家節慶活動情境氛圍)，而情感性價值，僅商品具備當地客家獨特性之影響較為明顯；此外，文化商品的消費意願和商圈的文化內涵及環境氛圍間，個案地區都呈現較明顯的連結性，但文化商品之符號消費特性卻不明顯。

The cultural goods have been emphasized with a tendency of cultural economy in decades. It also, however, would be hidden a risk of possible choices because of symbolic and subjective value on cultural goods. In Taiwan, when the symbol of Hakka has been highlighted, many cultural goods, food arts, traditional settlement, language and lifestyle of the Hakka are highly increasing attention and have become an important way to promote Hakka cultural tourism and local economy. This study, hence, tried to discuss the symbolic consumption value of the hakka cultural goods through surveys of tourist’s behaviors and local business by cases of Beibu and Neiwan in Hsinchu country. The results present that the tourist’s consumption decision of the Hakka’s cultural goods is significantly affected by functional value and conditional value, and partly emotional value in unique local hakka. Furthermore, it also could propose that the consumption awareness was clearly affected by the cultural identity and environmental milieu of the symbolic hakka of the place. However, the symbolic consumption of Hakka’s cultural goods is not obvious.