年輕消費者觀賞動畫之決策準則與評選

Decision-making criteria establishment and the evaluation of animation films – An example of young consumers

高嘉聰(Jia-Cong Gao)

指導教授 ： 鄭聖時

長榮大學/管理學院/企業管理研究所/碩士(2009年)

摘要

台灣動畫產業自推動國家發展計畫以來，其產值仍呈現微幅縮水，除業者以中小型企業居多，缺乏資金、完整產品經驗以及國際行銷經驗，且無法掌握消費者對創作的評價。因此若能了解消費者在選擇觀看某部動畫影片前，何種考慮因素是消費者決策的準則及其優先順序的話，必能協助創作者若能在創作動畫之前事先了解，就能創作符合消費者偏好之動畫影片，大幅降低創意活動的需求不確定性，為動畫業者鎖定更精確的市場目標，進而帶來更高的獲利基礎。 　　由於消費者在面臨決策問題時，有些問題之答案常具有模糊及不明確性，故本文以模糊理論結合層級分析法及理想解類似度順序偏好法，以及四種不同的組合，探討消費者選擇觀看動畫影片之決策準則與評選。 　　分析結果顯示，在AHP-TOPSIS、FAHP-TOPSIS、AHP-FTOPSIS、 FAHP-FTOPSIS的總評選結果皆相同，除研究生族群偏好美國動畫外，中學生、大學生、在職工作者等族群皆偏好日本動畫，同時在透過模糊理論進行的評估方法，各項評估準則的最佳方案與總評選的最佳方案產生趨於一致性的現象。 　　建議業者可以依據公司的目標消費者，參考在FAHP-FTOPSIS各項準則中，各族群所選擇的最佳方案，進行創作動畫與行銷策略擬定的參考。另外，業者也可以根據不同年齡層隨時間演進的概念，將各族群之最佳方案當成一個時間連續序列帶，預測目標消費者未來最佳方案之變化動向，調整經營策略，以取得競爭優勢。

關鍵字

動畫產業 ； 決策準則 ； 模糊理論AHP ； TOPSIS

並列摘要

How to promote Taiwan’s animation industry, which is made of small and medium-sized firms, further prosperity is a big challenge faced by central government since the establishment of national development plan of Executive Yuan in 2002. In addition to funds, expertise and skills in making animation films, understanding of what consumers wants is an essential task to be solved first. The main purpose of this study is to construct proper dimensions of consumers’ values of watching animation films based on literature first, and then use fuzzy theory to test how young consumers choose films among American, Japanese and Taiwan’s films. In general, AHP and TOPSIS methods were applied to the same individuals to see what their choices would be. In particular, fuzzy AHP, fuzzy TOPSIS were added to form four combinations of decision-making. That is, four combinations are AHP-TOPSIS, FAHP-TOPSIS, AHP-FTOPSIS, and FAHP-FTOPSIS.
　　Two stages of survey data collection were conducted. In the first stage, 30 graduate students sample were collected, analyzed and formed a proper construct of values of watching animation films. In total, there are 7 dimensions. In the second stage, 419 consumers were surveyed. There were junior high and high school students, college students, postgraduate students, and working people ages from 18-40. Each respondent was asked what country animation films he or she was watching, how hs or she liked the films in terms of 7 value dimensions and how he or she felt about the importance of each item in each dimensions.

　　The empirical results show a consistent choice pattern in terms of consumers’ total assessment of values. Except for the postgraduates who like American's animation films, junior high and high school students, undergraduates, and working young all like Japanese animation films. In Taiwan’s films, only environmental protection issue was chosen. Therefore, there exists much room for Taiwan’s animation firms to catch up with Japanese and American films. Particularly, local firms should make improvement on the theme of story, characters, space-time background, style, life faith, and sense of justice and humorous.

並列關鍵字

animation industry ； decision-making criteria ； Fuzzy theory ； AHP ； TOPSIS

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