以生活型態與調節焦點探討文化創意產業活動之推薦

Using Lifstyle and Regulatory Focus to Explore the Recommadation of Cultural and Creative Activities

姜逸中(Yi-Chung Chiang)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200397

摘要

文化創意產業現今越來越被政府重視，且在台灣，與文化與歷史相關內容相當豐富，包括電視電影、工藝品、流行音樂、數位影音，然而現今文創產業種類繁多，「文化創意推動小組」如何結合預算、資源協助業者把文創產品行銷國際，是目前台灣文創產業發展最關鍵的問題，所以「文化創意推動小組」不只要協助業界「產」的功能，更要有「銷」的功能。因此，行銷文化創意產業相關活動，且依照不同特徵區隔下之消費者對於文創產業之偏好為何，成為本研究所希望了解的議題。
　　本論文利用生活型態變數、人口統計變數、生活型態變數和人口統計變數，探討消費者於文化創意活動之偏好，分析結果顯示以生活型態變數所建立的決策樹分類的效果最佳。第二測推薦受測者五種文化創意產業並觀察推薦滿意度，研究結果為：對於一測建立之規則推薦滿意率為83%，除了驗證第一測之規則外，可得知工藝活動與音樂活動類型的文化創意產業活動是大部分的受測者所喜愛的。
此外，本論文將受測者以兩種調節焦點來分類，分別為促進式焦點與防禦式焦點，其中防禦式焦點的特點是警惕，希望確保安全，怕出錯，且對於“損失” (losses) 與“沒有損失” (nonlosses)較為敏感；相對的，促進式焦點的特點是渴望達到進步積極，愛冒險，對於“獲得” (gains) 與 “沒有獲得” (nongain)」較為敏感，本論文運用實驗探討兩種不同的調節焦點的受測者對於從眾效應之影響，實驗結果發現，防禦式焦點對於從眾效應有影響性，而促進式焦點則無，研究推測為因防禦式焦點較怕出錯，害怕選到較差的選項，故較容易產生所謂的從眾效應；而促進式焦點因為勇於嘗試，故較不容易產生從眾效應。

關鍵字

推薦系統 ； 文化創意產業 ； 調節焦點 ； 從眾效應

並列摘要

The Government pays more and more attention to cultural and creative industries. In Taiwan, content related to culture and history are quite aboudant, including television and movies, crafts, pop music, and digital video. But today’s cultural and creative industries have a great variety. The most critical issue of the development of Taiwan’s cultural and creative industries is to combine the budget with the resources to sell those relative products internationally. So “Cultural and creative industries promotion team” not only assists the industries in “production” function, but also has the “selling” function. Therefore, how to marketing related activities of the cultural and creative industries, moreover, to know consumers' preferences of the cultural and creative industries in accordance with the segmentation by the various characteristics, is the most important issue we want to explore.
This paper uses lifestyle, demographic, and both lifestyle and demographic variables to explore consumer preferences in cultural and creative industries. The analysis results show that the decision tree based on the lifestyle variables has the best effect. And the results of the second measurement show that, the observed satisfaction rate of those five cultural and creative industries recommended by this paper in the first measurement is 83%. In addition to verify rules of the first measurement, we can know that most of the subjects favor the craft and musical types of the culture and creative activities.
In this study, subjects are divided into two regulatory focuses: promotion focus and prevention focus. The characteristic of the prevention focus is keeping vigilant to ensure safety; they are afraid of making mistakes and sensitive to the “losses” and “nonlosses”. The characteristic of the promotion focus is desire to achieve positive progress, they like risks and sensitive to the “gains” and “nongain”. This paper discuss if regulatory focus has any influence on herding effect. Then, the experimental result shows that herding effect influence the subjects from prevention focus, however, has no effect on the subjects from promotion focus. The reason might be that people of the prevention focus are afraid of making mistakes or obtaining the poor option, therefore they are easier to be affected by herding effect. On the other hand, since people of the promotion focus are eager to try anything, they are hard to be influenced by the herding effect.

並列關鍵字

herding effect ； regulatory focus ； recommendation system ； cultural and creative industries

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