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  • 學位論文

表演藝術的觀賞動機與情感依附之研究

The research of performing arts’ viewing motivation and emotional attachment

指導教授 : 謝錦堂
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摘要


表演藝術在台灣逐漸蓬勃發展,除了政府不斷推廣在各地陸續興建演藝廳並邀請國內外表演藝術團體演出外,民間的推廣乃至學校表演藝術課程皆使愈來愈多民眾對表演藝術產生喜愛,使他們願意購票入場觀賞和購買相關商品。表演藝術的推廣也使得民眾的消費行為、生活形式和價值觀因視覺環境的改變而與過去有所不同。儘管如此,表演藝術在台灣仍屬小眾市場。 根據《中華民國91年表演藝術生態報告》統計,當年國內共有172個表演藝術團體演出總計5527場;然而,售票的場次1248場,比例只佔約22.6%,足見民眾對於表演藝術的消費仍屬低落。本研究發展量表並選擇百老匯音樂劇觀賞者為研究對象,以情感依附之二階態度構面了解消費者觀賞表演藝術動機是否與對表演內容產生情感依附之間或與對表演藝術內容產生忠誠有關聯;此外,本研究發現情感依附與品牌偏好、品牌承諾、品牌忠誠之間的關係。期望表演藝術團體進行行銷時能將觀賞動機與情感依附納入考慮進而產生觀眾的品牌承諾或品牌偏好,進而增進品牌忠誠。

並列摘要


Recent years performing arts in Taiwan have developed vigorously. In addition to promotion of the government, effort of native performing arts groups, and inviting various foreign performing arts groups to perform in Taiwan, performing art classes in schools also make many people touch performing arts and interested in them, letting them being willing to buy tickets to enjoy those shows in the theaters and related products. In contrast with the past, people’s buying behavior, life style, and concept of value change a lot due to promotion of performing arts. Nevertheless, performing arts in Taiwan still belong to rare markets. As the statistics saying, in 2002 there were 172 art performing arts groups performing in Taiwan, and totally they performed 5527 shows; nonetheless, there were only1248 shows needed to buy tickets to enjoy. The proportion is only about 22.6%. People's spending for the performing arts is still low. Our research developed attachment scale and selected audience of Broadway musicals as the sample. Emotional attachment is a second-order construct. We use the construct to understand the relation between viewing motivation and emotional attachment. On top of that, We also found that emotional attachment not only effected brand preference but also brand commitment. We also found that brand preference and brand commitment effected brand loyalty. Therefore, we suggested that company of performing arts should take viewing motivation and emotional attachment into consideration so that they may have brand preference and brand commitment. In the end, they probably facilitate brand loyalty.

參考文獻


國立中正文化中心 (1997),表演藝術年鑑,國立中正文化中心。
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連浩文 (2011),品牌依附、品牌態度與品牌偏好之關聯,碩士論文,國立台北大學企業管理學系。
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Alexandris, K., Kouthouris, C., and Meligdis, A. (2006), “Increasing customers' loyalty in a skiing resort: the contribution of place attachment and service quality,” International Journal of Contemporary Hospitality Management, 18(5), 414-425.

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