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文化創意產業網站品質之研究─以全美戲院為例 = Exploring We...

吳宛真

文化創意產業網站品質之研究─以全美戲院為例 = Exploring Website Quality of Cultural and Creative Industry –A Case Study of Chen-Men Theater

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Exploring Website Quality of Cultural and Creative Industry –A Case Study of Chen-Men Theater
作者:	吳宛真,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2012[民101]
面頁冊數:	100面圖，表 : 30公分;
標題:	文化創意產業
標題:	Cultural and Creativity Industries
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/16831234317809018745
附註:	參考書目：面82-91
附註:	103年12月16日公開
摘要註:	由於網際網路逐漸發展，許多企業越來越希望運用網路上的社群，以有效且即時的方式與顧客互動。此外，台灣政府正積極地推動文化創意產業，並將文化創意產業列為六大新興產業之一，在以文化資產著稱的台南地區亦可以見得許多文化創意事業推廣的活動。以「台南老屋欣力」為例，此種將過去舊有文化透過創意的方式重現或加入新元素的風潮，能有效地吸引社會大眾的目光，並且透過群聚效應幫助業者提升營運績效，再加上社群媒體的運用延續消費者對於活動的討論，帶來正向循環。電影產業亦被政府列入文化創意產業的發展重點之一，而專注於經營映演事業的本土戲院在大型連鎖影城進駐之後面臨巨大的衝擊，許多本土戲院轉型為二輪電影院，轉型不良者則倒閉。近年來許多本土戲院轉型成以文化為特色之戲院，並運用社群媒體來協助文化事業推廣，但卻不是每個本土戲院都能成功。以台南全美戲院為例，其在1995年即架設官方網站、2010年成立Facebook粉絲專頁等，卻無法有效提升顧客關注力進而帶動業績成長。因此，本研究透過個案研究方法，以網站品質 (Web Quality)相關理論為基礎，提出本研究之「文化創意產業網站品質衡量構面」，包含：(1) 網站特性、(2) 消費體驗兩大類別，其中「網站特性」包含：內容、技術、外觀設計、使用性設計、互動性等衡量構面；而「消費體驗」則包含：功利、情感等衡量構面，以此探討全美戲院社群媒體運用效果不彰之因。研究實證步驟包含：(1) 透過涉入程度調查抽樣符合本研究所需之全美戲院消費者進行深度訪談；(2) 根據訪談內容分析歸納消費者對於全美戲院的感受，及對社群媒體服務的具體看法；(3) 提出研究結論。本研究獲致以下結論：(1) 台灣本土戲院之資訊科技應用應摒棄目前以「經營者直覺判斷」的決策方式；(2) 台灣本土戲院資訊科技應用應改善目前單純「以文字為基礎」之方法來獲得消費者意見的方式；(3) 文化創意產業網站品質的衡量應深入考量「人」的因素。 As the Internet evolved, many enterprises become eager to employ social network on the Internet to interact with their customers in an effective and immediate way. In addition, Taiwan government is now actively promoting the Cultural and Creativity Industries, and formally announces that this industry is regarded as one of the Taiwan's Major Six Emerging Industries. In Tainan, one of the biggest cities in southern Taiwan and famous for its cultural heritage, there are several Cultural and Creative Industries promotions and activities. Take “Lao-Wu-Shin-Li” as an example, this activity energizes old house through two innovative ways. First, several old houses were fixed up in a modern style. Second, electronic social networks were employed to make this activity more attention-getting. The Film Industry has been listed as one of key Cultural and Creativity Industries. In Taiwan, local cinemas were encountered operational difficulties because several cinema complexes enter into Film market. Some local cinemas tried to transform into cultural-based business models and started to use electronic social media on promotion. However, not every local cinema can use the social media effectively and improve their performance. Take Chen-Men Theater in Tainan as an example, they can not raise attention from more customers and improve their performance even though they established the official website in 1995 and created Facebook page in 2010. Hence, this study employs case study method to explore the reasons why Chen-Men Theater can not use the electronic social media effectively through “Website Quality of Cultural and Creative Industry” of this study, which comes from lens of Web Quality related theories and including “website characteristics “and “Experience Consumption” dimensions. In addition, content, technology, appearance, usability and interactivity are discussed in “website characteristics”, and utilitarian, emotion are discussed in “Experience Consumption”. There are three main empirical steps of this study. (1) This study selected the interviewees from Chen-Men Theater consumers through the involvement survey; these interviewee were then interviewed through ZMET (Zaltman Metaphor Elicitation Technique) and open-question design. (2) The feelings about Chen-Men Theater of the interviewees and their opinions about the electronic social media services provided by Chen-Men Theater were then summarized through a framework proposed in this study – the Website Quality of Cultural and Creative Industry. (3) Research findings were proposed based on above results.Followings are conclusions of this study. (1) The local cinema in Taiwan must abandon the current decision-making way of “by the intuition of manager”; (2) The local cinema in Taiwan must improve the current way of acquiring customer’s opinion by only using “text-based” method, such as questionnaire design; (3) The “human” factor, such as customer experiences, must be considered in developing the Website Quality of Cultural and Creative Industry.

文化創意產業網站品質之研究─以全美戲院為例 = Exploring Website Quality of Cultural and Creative Industry –A Case Study of Chen-Men Theater
吳, 宛真

文化創意產業網站品質之研究─以全美戲院為例 = Exploring Website Quality of Cultural and Creative Industry –A Case Study of Chen-Men Theater / 吳宛真撰 - [高雄市] : 撰者, 2012[民101]. - 100面 ; 圖，表 ; 30公分.
參考書目：面82-91103年12月16日公開.
文化創意產業Cultural and Creativity Industries

文化創意產業網站品質之研究─以全美戲院為例 = Exploring Website Quality of Cultural and Creative Industry –A Case Study of Chen-Men Theater
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