臺灣現代劇團網站介面設計之使用性研究

藝術與行銷兩者間一直存在矛盾與衝突，然而隨著媒體之變革，互動性高的網路改變了閱聽習慣並衍生出多樣的行銷方法，網路行銷方面，劇團雖皆有架設網站，但卻產生停擺或淪為附屬之問題。使用性經時代及科技的演變，運用之範疇愈趨廣泛且複雜，然本研究著重於網站介面之使用性，檢視並瞭解現代劇團網站現況，並提出針對劇團在網站介面設計的使用性建議。本研究透過資料收集及文獻分析，欲瞭解現代劇團網站介面設計之使用性現況，挑選果陀劇場、屏風表演班及表演工作坊為分析樣本，並透過問卷的製作與施測，探討現代劇團網站介面設計的使用性。在施測結果中發現，整體網站仍有改進空間，得出劇團網站在經營方向、視覺設計、互動性及維護方面等等之建議，期望供劇團行銷、設計或相關人員參考，將更多好戲透過網站行銷引介給觀眾。

關鍵字

使用性；介面設計；現代劇團

並列摘要

There have been conflicts and contradictions between art and marketing. With the changes in the media, network changes audience habits and also raises to a variety of marketing methods. In Internet marketing, the theaters though have set up websites, and they are also facing the risks of shutting down or reduced production. Time by time, internet usability has become increasingly broad but complicated. This research focuses on the use of Web interface and aims at viewing and understanding the status of modern theater website, and finally providing some constructive suggestions on the website interface design for the theater. The usability in web interface design of Godot Theater, Ping-Fong Acting Troupe, and Performance Workshop Theatre were selected for the analyzing samples and the survey was carried out by questionnaire. Through the survey, the results showed that there is still room for improvement in the site in all aspects. Suggestions for the theater website were drawn in the aspects of operating direction, visual design, interactivity and maintenance, etc. We hope the careers in marketing, and design or related areas will account our suggestions into their considerations and can use a better internet marketing to introduce more opera to the audience.