符號經濟對於台灣文化消費市場的關聯性影響

The Impacts of Symbolic Economy to the Consumption in Cultural Marketing of Taiwan

邱若芷(Jo-Chih Chiu)

《華人前瞻研究》 10卷1期 (2014/05) Pp. 1-28

摘要

本研究透過文獻理論，進行因素分析，企圖萃取符號經濟，所影響台灣文化消費市場的指標。經量化後的指標，建構本研究假設理論模型。本研究發現：符號經濟發展過程，透過文化展演，確實可以正向影響文化品牌的高知名度與忠誠度，並且可以產生文化消費市場的效果。過程中，再經顧客「參與態度」的中介變項檢驗，即顧客參與、推薦、交流、推廣等，對於符號經濟的效用，顯著地呈現關鍵性間接影響力。此外本研究更進一步發現：文化展演，呈現符號之外形、色彩、質感的視聽效果，以及所詮釋文化內容之社會意涵、文化思維、豐富性意義；在顧客參與的效應介入後，都正向地影響文化無形資產（非物質文化資產）的價值觀，對符號經濟的效益，呈現顯著性影響。

關鍵字

符號經濟 ； 文化經濟 ； 文化消費 ； 非物質文化資產 ； 參與態度

並列摘要

Through literature review for factor analysis, the study was explored the impacts of symbolic economy to the consumption in cultural marketing of Taiwan. The construction of index in symbolic economy was developed for the hypothetic models of this study. This study found that by ways of cultural performance, the development of symbolic economy was available to generate the impacts of consumption in cultural marketing. The inference variable, customer participate attitude, such as willing to recommend, communicate, and discuss, was indicated strongly indirect impacts to the cultural symbolic economy. Furthermore, the study found that cultural performance illustrated that cultural symbols by forms, appearance, color, quality of vision/voice, indirectly affected symbolic economy when employed participated attitude as inference variable. Cultural contented effect by fulfill social meaning within cultural depth and width, had essential indirect impacts of symbolic economy when applied participated attitude as inference variable.

並列關鍵字

Symbolic Economy ； Cultural Economy ； Cultural Consumption ； None-material Cultural Heritage/asset ； Participate Attitude