臺灣獨立刊物市集之消費者購買意願探討

A Study of Zine Creative Market in Taiwan on Consumers' Purchase Intentions

王鳳微 ； 林可棻

《圖文傳播藝術學報》 2020 (2020/04) Pp. 213-220

摘要

近年臺灣獨立刊物到創作者們及許多民眾的喜愛，並且在文化創意產業的日益成熟且穩定下也發展出許多以Zine為主軸的相關活動。以臺灣近年幾個知名獨立刊物市集為例，包含2013年起的Not Big Issue小誌／獨立刊物市集、2016年起的草率季Taipei Art Book、2009年起的牯嶺街書香創意市集……等等。臺灣Zine近年雖隨著文創產業興起且持續發展，卻仍不比其他國家普及，通常僅在選物店及獨立書店少量販售，因非商業出版而無具體的銷售通路，因此定期舉辦的展覽市集活動成為各國創作者展現作品的機會。本研究歸類出「市集特色、刊物題材、商品價格、市集行銷、附加活動」影響消費者購買意願的五個構面，主要分析臺灣獨立刊物市集的相關變項與消費者購買意願間的衡量。

關鍵字

獨立刊物 ； 獨立刊物市集 ； Zine ； 購買意願purchase intentions ； 市集行銷creative market

並列摘要

Recent years, Taiwan's independent journals have become popular with creators and many people, and with the increasing maturity and stability of the cultural and creative industries, many related activities centered on Zine have also been developed. Take several well-known independent publication markets in Taiwan in recent years as examples, including Not Big Issue / Independent Publication Market since 2013, Taipei Art Book in the sloppy season from 2016, and Fuling Street Book Fragrant Creative Market from 2009. Although Taiwan's Zine has grown and continued to develop in recent years, it is still not as popular as other countries. It is usually only sold in select stores and independent bookstores in small quantities. There is no specific sales channel for non-commercial publishing. Therefore, it is a regular exhibition. The bazaar event is an opportunity for creators from all countries to showcase their work. This study categorizes the five aspects of ＂market features,publication themes, commodity prices, market marketing, and additional activities＂ that affect consumers' purchase intentions. It mainly analyzes related variables and consumer purchase intentions in Taiwan's independent publication market Between measurements.