魔術出現在人類歷史已經非常悠久,從古埃及金字塔裡的杯與球壁畫到拉斯維加斯的白老虎秀,魔術表演跟著人類文明的演進不斷地推陳出新。隨著時代以及傳媒的進步,魔術這項藝術產業漸漸在台灣大為流行。而對於魔術產業工作者來說,面對來自不同領域的觀眾,了解不同族群間對於各種不同的魔術元素喜好之差異性,成為一門相當大的課題。本研究採用問卷調查的方式,選出九支不同種類的魔術影片對台灣民眾進行訪問。並使用2-Step集群分析,將受訪者分成三群:魔術愛好者、一般觀眾以及有偏好魔術師的觀眾群。由分群後的資料顯示,魔術愛好者注重的是魔術的手法性,一般觀眾注重的是娛樂性,而喜歡魔術師個人的族群注重的則是魔術師本人的魅力。最後針對三個族群的特性給與不同的行銷建議。
It's been a long time since magic showed up in the history of human being. From the painting of cups and balls in the pyramids to the Magic Box of Siegfried & Roy in Las Vegas, magic also progressed with time. With the progress of media, magic has become more and more popular in Taiwan. In the magic industry, it's very important to know the difference of favors between different groups.This study selected 9 magic videos, which are distinct with each other, to investigate the favor of magic of Taiwanese with questionnaire. And cluster the interviewees with the characteristics. This study used 2-step cluster analysis to separate the interviewees into 3 clusters: 'magic amateurs', 'laymen' and 'fans'. After clustering, this study found out that the most important thing in a magic show for 'Magic amateurs' is manipulation, for 'laymen' is fun, and for 'fans' is the attraction of the magicians.