北市非藝術科系國立大學生表演藝術消費行為研究

A Research on the Performing Arts Consuming Behavior of Non-Art major National Universities Undergraduates in Taipei city

施欣宜(Shin-Yi Shih)

指導教授 ： 夏學理

國立臺灣師範大學/藝術學院/表演藝術研究所/碩士(2012年)

摘要

文化創意產業（cultural and creative industries）相關議題，日漸受到現代社會的重視與開發，其所具有之獨特文化資產與多變性創新思維，是該產業的核心價值。其中，深具代表性的表演藝術，亦在文創產業中被視為重要的發展項目之一，其豐富的聽覺與視覺享受，不僅能讓民眾在忙碌喧囂的環境中獲得片刻舒緩，此外，也可幫助觀者培養和提升自我對於美學的鑑賞能力。
本研究主旨為《北市非藝術科系國立大學生表演藝術消費行為研究》，因此將透過量化研究－問卷調查法之方式來調查，本研究樣本為國立台灣大學、國立台灣師範大學、國立台灣科技大學此三所不同教育型態之大學生，總共發放400份問卷，有效問卷為361份，其研究調查結果如下：
一、 研究群體在表演藝術學習經驗背景與經常參與觀賞之類型，皆以「音樂」最受到青睞；最常透過「網路」、「電視」以及「朋友」來取得表演藝術資訊，並且多數透過「網路售票系統」以及「便利商店」來進行購票；平均每月表演藝術消費支出約在「300元以下」；每年觀賞表演藝術約以「1~2場」最為居多，願意購買之票價則是落在「301~500元」之範圍內。最常和「朋友」一同欣賞表演藝術活動，但多數表示「從不購買周邊商品」，會選購之群體則表示「演出節目冊」與「CD」等商品較具有購買意願。研究群體較重視「學生購票之優惠折扣」，此外，「票價」與「交通便利性」是影響觀賞決策之重要因素。
二、 將研究群體再區分成「教育型態」、「性別」、「年級」、「學院類組」以及「經濟型態」等五種型態來觀察，統計結果顯示其在表演藝術消費行為上皆有所差異。其研究結果如下：
（一）技職體系之大學生在表演藝術消費支出、觀賞次數、參與經驗上皆低於研究型大學與師資培育型大學。
（二）在表演藝術消費行為上，男性群體學習動機與參與意願皆相較於微弱。
（三）高年級群體相對於低年級群體在表演藝術消費行為上較易受到市場促銷策略影響。
（四）理組群體在表演藝術消費支出、藝術資訊取得積極程度上，低於文組群體。
（五）表演藝術消費與經濟所得存在著正相關性。

三、 從研究調查結果中，可再發現研究群體在進行表演藝術消費行為時，有以下幾點潛在之影響因素與內涵：
（一）技職體系學生並非本身缺乏表演藝術學習經驗，而是對於市場營銷之訊息接收較為微弱。因此，非正式的「消費者教育」之重要性相較於正式的「學校藝術教育」要來得更具影響力。
（二）性別刻板印象奠基了性別群體與學院類組群體在表演藝術學習、參與、消費以及態度之差異。
（三）低年級群體與高所得之群體，較不受價格與促銷策略影響其消費行為決策，亦屬於價格不敏感之族群。

關鍵字

文化創意產業 ； 表演藝術 ； 消費者行為

並列摘要

The issue of cultural and creative industries is increasingly affected and developed in modern society. The unique cultural assets and variability of innovative thinking is the core value of the industries. However, performing arts is one of the important development projects in cultural creative industries. The abounding auditory and visual enjoyments, not only help people who living in the busy environment to relax and abate pressure, but help the audience to enhance the ability of aesthetics.
This research’s topic is “A Research on the Performing Arts Consuming Behavior of Non-Art major National Universities Undergraduates in Taipei city”. We attempted to use quantification research methods to survey. The research sample is from National Taiwan University, National Taiwan Normal University and National Taiwan University of Science and Technology undergraduates, the three universities have different educational patterns. In this survey, the total of questionnaires were 400, and the valid questionnaires were 361. The findings and results are summarized as follows：
First, research groups indicated that the "music" is the most favored; always use "internet", "TV" and "friends" to get performing arts information; and most use "internet ticketing system "and" convenience store "to buy ticket. The consumption of performing arts per month is under $300, and participates in performing arts activities is "1-2" per year. The most willing to buy the ticket price is "$300~500". Always participate the performing arts activities with "friends". The majority indicated that never buy the correlative merchandise. But the "performance program book" and "CD" have more purchase intention. Research groups more emphasis on "student ticket discount". On the other hand, the" ticket price "and" transportation "are important factor in consuming behavior strategic decision.
Second, we divided the research group into five types:"education type", "sex", "grade", "college group" and "economy", The findings and results are summarized as follows：
1. Technical education students’ consuming spending and participation rate are lower than the research universities and educational universities.
2. The male group whose participation and learning motivation is weak than female.
3. High-grade groups whose consuming decision relatively easy to be influenced by marketing strategies than low-grade groups
4. The science groups whose performing arts consuming spending, participation rate are less than liberal arts groups.
5. The performing arts consumption and economic have positive correlation.
From the statistical results, we can discover some potential impact factors in research group’s performing arts consuming behavior:
(1) Technical education students are not lack performing arts learning experiences. Actually, they receive relatively weak marketing message. Therefore, the "informal consumer education" is more influential than" formal school arts education" .
(2) Sex stereotypes affect the sex groups and college group have difference performing arts consumption habit and attitudes, such as learning, participating and consuming spending.
(3) The promotional strategies are less likely affect the low-grade groups and high-income groups’ consuming decisions, they are also belong to the price non- sensitive groups.

並列關鍵字

Cultural and Creative Industries ； Performing Arts ； Consumer Behavior

參考文獻

于國華（2010）。〈2009年台灣表演藝術觀眾與市場分析〉。《2009年表演藝術年鑑》。頁293-307。

朱文妮（1999）。台灣地區文化消費行為中的區分現象。私立東吳大學社會學系。

林聖凡（2006）。影響青少年觀賞或參與表演藝術活動之因素。國立台灣師範大學美術學系藝術行政暨管理班碩士論文。

陳亞萍（2000）。北市表演藝術觀眾之生活型態與行銷研究。國立中央大學藝術學研究所。

蔡欣欣（2003）。〈戲曲特技之舞台表演藝術類型〉。《中華學苑》第56期，頁147-173。