- 會議論文
宮廟文創商品之文化價值探討－以大甲鎮瀾宮「金錢龜」為例
Discussion on Cultural Value of Cultural and Creative Products in Temples: A Case Study of Dajia Jen Lann Temple "Money Turtle"
摘要
近年來宮廟文創商品的開發設計，隨著宮廟發展行銷所需而日趨重要。為了解宮廟文創商品之文化價值，本研究選擇香火鼎盛的大甲鎮瀾宮「金錢龜」為例進行因素探討。理論框架採用David Throsby的「文化價值」設計問卷，再以五點量表收集受試者對宮廟文創商品之評價。透過文化價值的六面向，針對122份有效樣本，分析出影響受測者的主要因素。研究結果如下：（1）獨立樣本「是否信仰媽祖」與「是否曾購買宮廟文創商品」在「真實價值」的判斷上具有顯著性差異。（2）經因子分析，有信仰受試者收斂出「宗教性」及「認同性」兩因子；無信仰受試者收斂出「宗教性」、「設計感」、「象徵性」三個因子；對兩族群而言「宗教性」都是最重要的考量。總結文創商品在信徒的眼中最能夠體現宗教的文化價值，而宮廟文創商品創造出的效果，除了彰顯出對神明信仰的精神，同時還回歸至宗教信仰本身，使信徒們更加凝聚於大甲鎮瀾宮。
並列摘要
In recent years, the design and development of temples' cultural and creative products has become more important due to the developmental and marketing needs of temples. In order to understand the cultural value of cultural and creative products of temples, this study selects the "Money Turtle" from Dajia Jen Lann Temple as an example, to further discuss possible contributing factors. David Throsby's "cultural value" is taken as the theoretical framework for designing questionnaire in this study. A total of 122 valid samples were obtained with a five-point scale, which is designed for collecting subjects' evaluation toward cultural and creative products of temples. All results are expected to be analysed with six aspects of cultural value to identify possible variables. The following are the results: (1) Significant deviation on the aspect of tire value is found on subjects' judgment toward "whether you believe in Mazu" and "whether you have purchased temple cultural and creative products".(2) Subjects with religious beliefs are converged on two factors of "religiousness" and "identity"; Subjects without religious beliefs are converged on the three factors of "religiousness", "sense of design", and "symbolic". It could be considered that "Religion" is the most important consideration for both groups. In conclusion, cultural and creative products can directly reflect the cultural value of religion from believers. The effect created by these products in temples shows the spirit of the gods' belief, returns to the religious belief itself as well. As a result, cultural and creative products of temples can directly encourage believers to be more cohesive to Dajia Jen Lann Temple.