數位商品消費與文化認同效果：線上遊戲的實證分析

過去人們對於韓國存在著大男人主義、冷漠等的國家印象，且在產品方面，對南韓電子產品的認知與評價比較低，認為它不如日本、歐美品牌的層次高。近幾年來，韓國政府和企業界全力投入改善產品，將國家文化特色及創意帶入產品中，成功的行銷至亞洲各國，使人們產生對南韓文化的景仰及認同，更提升其國家形象。我國政府正積極推動數位商品，以期能將台灣特色成功的行銷至全球，不僅能創造經濟產值，也能帶動其他產業。因此，本研究希望探討消費者在消費、使用南韓數位商品後所留有的產品知識，對該國家產生文化認同的效果，進而提升該國家形象，以瞭解其相關影響效應。本研究以線上遊戲代表數位商品，研究發現消費、使用後所累積的產品知識對於南韓的文化認同上幾乎獲得支持。另外，本研究也發現本國中心主義傾向在文化認同的過程中的確具有干擾效果。最後，經由層級迴歸分析，發現文化認同對於國家形象具有中介效果。藉由本研究結果，台灣政府在政策與實務上，可將國家的文化特色及風土民情融入產品中，以塑造出屬於台灣的符號消費，不僅可創造產品本身的全球性經濟產值，基於認同感，對於產品及國家形象皆能有所提升。

關鍵字

文化認同；產品知識；數位商品；來源國形象；本國中心主義傾向

並列摘要

In the past, people were having the South Korea's impression of male chauvinism and coldly etc. About the products, the cognition and appraisal of South Korea electronic product is lower than Japan, American-European brand. In recent years, Korean government and business improve the products with might and main. Bring the characteristic of national culture and originality into the products, successful marketing to the Asia. This research represents the digit content products with the on-line game, after Regression Analysis, we founded the consumer use the products and accumulates the product knowledge can approval the South Korea's cultural. In addition, this research found ethnocentrism tendencies has disturbance effect in the process of cultural identity. Finally, after Level regression analysis, founded the cultural identity has intermediary effect to the national impression. According this research result, Taiwan in practice and policy, may have enlightenment with industry and the government by relative industrial policy rules and the development, and Bring the characteristic of national culture and originality into the products. Except the created product itself on the global economical output value, and can establish the influence by export Taiwan culture to the world.