電影院顧客關係美學認知類型之研究

關係美學（Relational Aesthetics）也被稱作為關係藝術（Relational Art），發源於藝術表演的領域，藉由設計或營造出一個環境，允許作者、提供者對觀賞者或接收者進行面對面的互動，透過彼此之間想法和意見的交流，創造更好、更舒適的人際關係。本研究建立在此概念上，以觀賞電影之觀眾作為本研究之研究對象，了解其在電影院觀賞時，藉由親身與電影演員及導演互動，對電影消費之體驗是否舒適，並針對電影院所提供的服務，提出改善的空間及建議，希望對電影院的經營能有所幫助。本研究站在關係美學的角度，研究目的有以下兩點：一為發展電影院顧客關係美學之相關題項，二為了解電影院觀眾對關係美學的認知類型。此外，本研究採取Q方法來收集與分析資料，使用不同的角度切入此議題，設計了20個相關題項，以電影院觀眾共72人進行問卷調查，有效歸類者共52位。經結果顯示，歸納出五種認知的型態，分別為創作理念分享型、用心回應問題型、多樣視覺感知型、熱情互動交流型及映後附加價值型，並根據不同類型的觀眾給予相關建議，期望對於電影院相關業者有所助益。

關鍵字

電影院；關係美學；認知類型； Q方法

並列摘要

Relational Aesthetics, also known as Relational Art, develops from the field of artistic performance by designing or creating an environment that allows authors or providers to interact face-to-face with viewers or recipients. Exchange ideas or opinions to create better and more comfortable relationships. This research is based on this concept. It is based on audiences who watch movies and understands that they can personally interact with film actors and directors when viewing a cinema. They are comfortable with the experience of movie consumption and provide services for movie theaters. Suggests room for improvement and suggestions, and hopes to help the operation of the cinema. This study is based on the perspective of relational aesthetics. There are two research objectives: one is to develop related topics for cinema consumer relationnal aesthetics, and the other is to understand the cognitive types of cinema audiences. In addition, this study adopted the Q method to collect and analyze data and use different perspectives to cut into this topic. In this study, 20 related questions were designed and a total of 72 movie theater audiences were surveyed. 52 are valid copies. According to the results, we can summarize the three types of audiences, and give relevant suggestions based on different types, and expect to be helpful to movie theater related businesses.

並列關鍵字

Cinema ； Relational Aesthetics ； Cognitive Types ； Q Methodology

國際替代計量

電影院顧客關係美學認知類型之研究

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