由消費者意識探討推動臺灣漫畫產業之策略

The Strategy Plan of Promotion the Comics Industry in Taiwan by the Consumer Awareness

游易霖(Yi-Lin Yu)

《輔仁大學藝術學報》 1期 (2012/07) Pp. 82-100

https://doi.org/10.29441/JA.201207.0006

摘要

本研究之兩大目為：壹、探討台灣漫畫產業發展脈絡，觀察其他國家對漫畫產業發展策略，瞭解消費者購買漫畫的意識與檢視台灣漫畫產業的現況。貳、運用量化問卷調查方式，分析何類族群較易被漫畫所影響，消費者對購買漫畫產品的原因。問卷共回收268份，扣除無效問卷5份，有效問卷為263份，其中男性為141人，佔53.6%，女性為122人，佔了46.4%。年齡以13－20歲最多，共90人，佔34.4%；次為21－30歲，共62人，佔23.5%，兩者比例佔總樣本57.9%。研究結果顯示：填答者對於購買臺灣漫畫之行為反應模式，具低度顯著影響，對臺灣漫畫產業的信心不足。本研究期望能提醒產、官、學等相關單位，瞭解漫畫產業之影響力，改善台灣漫畫產業的環境，進而促進漫畫產業國際化。

關鍵字

文化創意產業 ； 漫畫產業 ； 知識經濟 ； 產業政策 ； 消費者意識

並列摘要

There are two research purposes to cover-first, consolidation of development history of Taiwan comics industry, study of strategy mechanism of comics' industry development model in other nations and understanding the consumer awareness for buying comics, viewing the present situation of comic industry in Taiwan. Second, using the survey of questionnaire of quantificational, examining the consumers of participation in the Comics by using AIDA pattern of effecting level to analyze which ethnic people are more affected by comics, and reason for consumers to buy the products of comics. The questionnaires are totally retrieved for 268, deducting the invalid questionnaires for 5, and the invalid questionnaires are 263, involving 141 male for occupying 53.6%, and 122 female for occupying 46.4%. The age in 13-20 years old is the most for totally 90 people, occupying for 34.4%; second is for 21-30 years old for 62 people, occupying for 23.5%, both of the scale occupy the total samples for 57.9%. The result of research shows that there are low influences for the answerers whose reaction for the comics buying behavior. This research expects to remind the industries, government and academia, etc, the related units, understanding the influences of comic industry, improving the environment of comic industry in Taiwan, and then promote the comic industry to be international.

並列關鍵字

Creative Industry ； Comics Industry ； Knowledge Economy ； Industrial Policy 　 Consumer Awareness