臺灣女性選擇至韓國拍攝婚紗照因素之探討

臺灣婚紗攝影產業涵蓋數千個公司行號，除了本土業者劇烈競爭外，亦要面臨韓國業者分食市場的威脅。鑑於近年來韓國業者在臺灣成立代辦公司，接洽愈來愈多消費者赴韓拍攝婚紗照，本研究目的為探討選擇至韓國拍攝婚紗照之臺灣女性，對於韓國文化商品的看法及至韓拍攝婚紗照之因素。本研究以深度訪談方式了解此族群女性研究參與者之看法，結果顯示，韓國文化商品設計融入文化元素，風格偏向清新、可愛、甜美、浪漫、具質感；此外，韓國婚紗照呈現「自然」氛圍，讓新人自然互動展現細膩情感，以說故事方式留下美好回憶；亦以美麗婚紗、妝髮及場景裝點如海報般的「唯美」畫面；韓國婚紗業者提供彈性拍攝流程及分別計費方式，讓婚紗拍攝行程結合旅遊，服務有所值。本研究建議國內業者加強婚紗攝影從業人員平面構圖的美感及以照片說故事的能力，提昇妝髮造型師的品味，增加具時尚感與精緻度婚紗的選擇性及更具彈性的營運方式。

關鍵字

韓國文化；韓劇；婚紗；新娘

並列摘要

Taiwan's bridal photography industry consists of thousands of bridal salons and shops. Along with intensive competition from local companies, Korean entrepreneurs have come to Taiwan to take the market share. Korean companies have established branch offices in Taiwan for consumers who pursue bridal photographers taking in Korea. The purpose of this study aims at understanding how the female participants think cultural products made in Korea and why they choose to take bridal photographers in Korea. In-depth interview was applied to understand this group of participants. Results reveal that Korean companies integrate cultural elements in designing well-quality products with a variety of styles including fresh, cute, sweet, romance. In addition, Korea's bridal photographers express ＂natural＂ atmosphere referring to that brides and grooms pose naturally in romantic and intimate terms and to that portraits tell stories and collect great memories. The photos also display ＂artistic＂ layout similar to that a poster appears with perfect gown, makeup, and background. Korean companies provide services including a flexible photography taking procedure, reasonable charge of cost, and a journey to Korea for both photography and sightseeing. This research suggests Taiwanese companies plan aesthetics training programs for photographers and stylists, expand selection in fashionable and sophisticated gowns, and strengthen flexibility of business operation.