文化產業中影響文化產品之因果探討:以平溪天燈產品為案例

Cause and Consequence Factors of Cultural Product in Cultural and Creative Industry: A Case of Sky Lantern in Pengxi

萬子維(Tzu-Wei Wan)

指導教授 ： 陳澤義

共同指導教授 ： 涂登才(Teng-Tsai Tu)

國立臺北大學/商學院/國際企業研究所/碩士(2012年)

摘要

本研究在探討創新(創新環境、創新內容和創新本質)、產品特性(產品吸引力和產品辨識度)、以及文化資本(文化符號消費和文化資本)之間的因果關係。我們於大台北地區(台北市、新北市)對於有去過平溪感受天燈文化的消費者進行配額抽樣，並透過SPSS以及AMOS分析檢驗每個變數間的因果關係，實證結果顯示，本研究的假說幾乎成立。透過實證結果，本研究提供平溪天燈廠商兩個管理方案，以增強消費者進行文化符號消費以及累積文化資本的行為。最有效的管理策略為管理者可提供公司員工更多元的創意學習課程，強化產品創新內涵，使產品更具吸引力，可促使消費者進行文化符號消費。同時，管理者可依消費者不同的需求來製訂其天燈產品，加入不同的創新元素，像是不同的故事意涵或是特別的材質於天燈產品之中，使消費者對天燈產品產生辨識度與認同感，而進行文化符號消費。

關鍵字

創新 ； 產品吸引力 ； 產品辨識度 ； 文化符號消費 ； 文化資本

並列摘要

This research discusses the cause and consequence relationship among innovation: (innovation environment, innovation context and innovation essence), product attributes (product attractiveness and product identification), and cultural capital (cultural symbolic consumption and cultural capital). This research focuses on the consumer in the Great Taipei Area (Taipei City and Taipei County) that had been to Pengxi and experienced the cultural of sky lantern before, and we use the quota sampling method. Besides, we adopt SPSS and AMOS to test the cause and consequence relationship among every variable. Empirical results indicate that most of the hypotheses in our research are accepted. In our research, we provide two managerial strategies for manager to encourage consumer to do cultural symbolic consumption and accumulate cultural capital. The most effective way is that manager can offer some creative and innovative lessons for the employee to enhance the new idea of the product and make them more attractive. At the same time, manager can also produce the product in accordance with consumer’s demand, adding innovative element such as different story or special material of the product which can make the product be identified and encourage consumer to purchase.

並列關鍵字

innovation ； product attractiveness ； product identification ； cultural symbolic consumption ； cultural capital

參考文獻

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