探討創意市集之魅力因子

創意市集剛進入台灣時非常熱門，但近年來有過度氾濫的趨勢，商品漸漸趨於模仿、複製性高，甚至出現許多批發商品而失去了原創的本質，讓創意市集在台灣的發展遇到了瓶頸。本研究旨在探討創意市集之魅力因子，並提出具體建議，使創意市集恢復興盛並穩定發展。第一階段主要以魅力工學之評價構造法，訪談創意市集創作者與消費者共八位，並將訪談結果整合為整體評價構造圖。第二階段以問卷調查法進一步驗證、分析，共回收100份有效問卷。本研究探討內容包括：(1)了解創意市集的魅力因子為何。(2)分析大眾對創意市集魅力因子吸引力之認同程度。(3)探討不同人口統計變項對於創意市集魅力因子，在認同程度上有何差異。本次研究結果發現：(1)創意市集包含5個原始魅力構面、20項具體魅力構面，以及13個抽象魅力構面。(2)「逛創意市集的頻率」、「薪資」、「職業類別」對創意市集魅力因子的認同程度差異最為顯著。建議後續可訪談創作風格更為多元的創作者，使訪談結果更為全面；此外，若往後學者欲進行創意市集的相關研究，可針對潛在客群進一步探討。

關鍵字

創意市集；魅力因子；評價構造法； KJ法

並列摘要

Fashion market was very popular at the time it came in Taiwan. Recently, fashion market encountered a bottleneck because of the products in the fashion market lose their originality. The aim of this research is to find the attractive attributes of fashion market and propose concrete suggestion which make fashion market more developable. At first, we interview 8 people to be the subject, 4 designers and 4 consumers, and then drawing the integrated model of evaluation. Second, we use questionnaire to test and verify our results. Then, 118 copies are sent out. The valid recovery rate is 0.85%. We intend to find out the attractiveness of fashion market and analyze people's preference level of attractiveness, and collect statistics of different kinds of people to approach the main purpose. The main result is as followings: (1) Fashion markets include 5 original constructs, 20 concrete constructs, and 13 abstract constructs.(2)The top 3 demographic variables which show significant differences in the attractive factors' level of acceptance are ＂The frequency of visiting fashion market', 'salary', and ＂occupation＂. According to the results, we provide some suggestions that others can interview various style designers to make the research more comprehensive. In addition, other scholars who intend to carry out related research in the future can focus on the potential customer.

並列關鍵字

Fashion market ； Attractive factors ； Evaluation grid method ； KJ method

國際替代計量

探討創意市集之魅力因子

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