臺灣博碩士論文加值系統

由於網際網路逐漸發展，許多企業越來越希望運用網路上的社群，以有效且即時的方式與顧客互動。此外，台灣政府正積極地推動文化創意產業，並將文化創意產業列為六大新興產業之一，在以文化資產著稱的台南地區亦可以見得許多文化創意事業推廣的活動。以「台南老屋欣力」為例，此種將過去舊有文化透過創意的方式重現或加入新元素的風潮，能有效地吸引社會大眾的目光，並且透過群聚效應幫助業者提升營運績效，再加上社群媒體的運用延續消費者對於活動的討論，帶來正向循環。

電影產業亦被政府列入文化創意產業的發展重點之一，而專注於經營映演事業的本土戲院在大型連鎖影城進駐之後面臨巨大的衝擊，許多本土戲院轉型為二輪電影院，轉型不良者則倒閉。近年來許多本土戲院轉型成以文化為特色之戲院，並運用社群媒體來協助文化事業推廣，但卻不是每個本土戲院都能成功。以台南全美戲院為例，其在1995年即架設官方網站、2010年成立Facebook粉絲專頁等，卻無法有效提升顧客關注力進而帶動業績成長。因此，本研究透過個案研究方法，以網站品質 (Web Quality)相關理論為基礎，提出本研究之「文化創意產業網站品質衡量構面」，包含：(1) 網站特性、(2) 消費體驗兩大類別，其中「網站特性」包含：內容、技術、外觀設計、使用性設計、互動性等衡量構面；而「消費體驗」則包含：功利、情感等衡量構面，以此探討全美戲院社群媒體運用效果不彰之因。研究實證步驟包含：(1) 透過涉入程度調查抽樣符合本研究所需之全美戲院消費者進行深度訪談；(2) 根據訪談內容分析歸納消費者對於全美戲院的感受，及對社群媒體服務的具體看法；(3) 提出研究結論。本研究獲致以下結論：(1) 台灣本土戲院之資訊科技應用應摒棄目前以「經營者直覺判斷」的決策方式；(2) 台灣本土戲院資訊科技應用應改善目前單純「以文字為基礎」之方法來獲得消費者意見的方式；(3) 文化創意產業網站品質的衡量應深入考量「人」的因素。

As the Internet evolved, many enterprises become eager to employ social network on the Internet to interact with their customers in an effective and immediate way. In addition, Taiwan government is now actively promoting the Cultural and Creativity Industries, and formally announces that this industry is regarded as one of the Taiwan's Major Six Emerging Industries. In Tainan, one of the biggest cities in southern Taiwan and famous for its cultural heritage, there are several Cultural and Creative Industries promotions and activities. Take “Lao-Wu-Shin-Li” as an example, this activity energizes old house through two innovative ways. First, several old houses were fixed up in a modern style. Second, electronic social networks were employed to make this activity more attention-getting.

The Film Industry has been listed as one of key Cultural and Creativity Industries. In Taiwan, local cinemas were encountered operational difficulties because several cinema complexes enter into Film market. Some local cinemas tried to transform into cultural-based business models and started to use electronic social media on promotion. However, not every local cinema can use the social media effectively and improve their performance. Take Chen-Men Theater in Tainan as an example, they can not raise attention from more customers and improve their performance even though they established the official website in 1995 and created Facebook page in 2010. Hence, this study employs case study method to explore the reasons why Chen-Men Theater can not use the electronic social media effectively through “Website Quality of Cultural and Creative Industry” of this study, which comes from lens of Web Quality related theories and including “website characteristics “and “Experience Consumption” dimensions. In addition, content, technology, appearance, usability and interactivity are discussed in “website characteristics”, and utilitarian, emotion are discussed in “Experience Consumption”. There are three main empirical steps of this study. (1) This study selected the interviewees from Chen-Men Theater consumers through the involvement survey; these interviewee were then interviewed through ZMET (Zaltman Metaphor Elicitation Technique) and open-question design. (2) The feelings about Chen-Men Theater of the interviewees and their opinions about the electronic social media services provided by Chen-Men Theater were then summarized through a framework proposed in this study – the Website Quality of Cultural and Creative Industry. (3) Research findings were proposed based on above results.

Followings are conclusions of this study. (1) The local cinema in Taiwan must abandon the current decision-making way of “by the intuition of manager”; (2) The local cinema in Taiwan must improve the current way of acquiring customer’s opinion by only using “text-based” method, such as questionnaire design; (3) The “human” factor, such as customer experiences, must be considered in developing the Website Quality of Cultural and Creative Industry.

誌謝 i
摘要 ii
Abstract iv
目錄 vii
圖目錄 x
表目錄 xi
第一章 緒論 12
1.1 研究背景與動機 12
1.2 研究目的 16
1.3 研究架構 17
第二章 文獻探討 19
2.1 文化創意產業 19
2.1.1 文化創意產業之意涵 19
2.1.2 台灣文化創意產業之發展與趨勢 22
2.2 台灣電影映演產業之意涵與發展 24
2.3 網站品質 25
2.3.1 網站品質之衡量構面 25
2.3.2 文化創意產業網站品質衡量構面 29
2.4 隱喻抽取技術 32
2.4.1 ZMET (Zaltman Metaphor Elicitation Technique) 隱喻抽取技術 32
2.4.2 ZMET的前提 (premise) 32
2.4.3 ZMET的訪談步驟 33
第三章 研究方法 36
3.1 個案選擇考量 36
3.2 研究流程 36
3.3 研究方法 37
3.3.1「研究設計」階段 38
3.3.2「資料蒐集」階段 49
3.3.3「訪談資料分析」階段 52
第四章 個案描述 53
4.1 全美戲院歷史沿革 53
4.2 全美戲院社群媒體網站之應用 57
4.3 全美戲院社群媒體網站之經營問題 57
第五章 訪談資料分析 59
5.1 網站特性 60
5.1.1 內容 60
5.1.2 技術 63
5.1.3 外觀設計 64
5.1.4 使用性設計 67
5.1.5 互動性 69
5.2 消費體驗 70
5.2.1 功利 70
5.2.2 情緒性 72
第六章 結論與建議 74
6.1 「文化創意產業網站品質」衡量構面之理論意涵 74
6.2 「文化創意產業網站品質」衡量構面之實務意涵 75
6.3研究結論 77
6.4 研究限制 79
6.5 未來研究建議 80
參考文獻 82
附錄一 訪談邀請函 92
附錄二 訪談須知 94
附錄三 訪談紀錄表 97

中文部分
文建會 (民98)。創意台灣—文化創意產業發展方案」行動計畫及中長程計畫。行政
院文化建設委員會。
文建會 (民99)。文化創意產業發展法。行政院文化建設委員會。
文建會 (民99)。文化創意產業內容及範圍。行政院文化建設委員會。民100年11月
20日，取自：http://www.cca.gov.tw/law.do?method=find&id=264
古都拾零 (民36年6月14日)。中華日報，第3版。
李仁芳、方芷絮、張金鐘、許德明、孫瑞穗、董澤平 (民99)。2010台灣文化創意產
業發展年報。行政院文化建設委員會。
修瑞瑩 (民90)。台南全美戲院─陪府城人長大。聯合報。
洪芳琪 (民94)。大井頭中心《全美戲院時光機》從過去來到未來，大台灣旅遊網。
民100年月9日19，取自：
http://tw.tranews.com/Show/Style1/News/c1_News.asp?SItemId=0271030&Program
No=A000001000001&SubjectNo=19801
紀幸芯 (民98)。一甲子風華歲月─全美戲院。台南市刊，38，52-55。
徐亞湘(民89)。日治時期中國戲班在台灣。台北：南天書局。
國藝會(民91)。文化創意產業概況分析調查。行政院經濟建設委員會。
財團法人台灣網路資訊中心 (TWNIC) (民100) 。2011年台灣寬頻網路使用調查。
民100月9日19，取自：http://www.twnic.net.tw/download/200307/1101c.pdf
經建會(民91)。挑戰2008：國家發展重點計畫。行政院經濟建設委員會。
經濟部商業司 (民97)。公司資料查詢─全美戲院。經濟部商業司。民100月9
日19，取自：http://gcis.nat.gov.tw/pub/cmpy/cmpyInfoAction.do?method=detail&banNo=68209998
葉龍彥(民90)。台灣戲院發展史。新竹：新竹市立影像博物館。
劉維公(民99)。創意：台灣新經濟發展的關鍵競爭力。行政院文化建設委員會。

英文部分
Aladwani, A.M., & Palvia, P.C. (2002). Developing and Validating an Instrument for
Measuring User-Perceived Web Quality. Information & Management, 39(6),
467-476.
Angehrn, A. A., & Meyer, J. F. (1997). Developing Mature Internet Strategies:
Insights from the Banking Sector. Information Systems Management, 14(3), 37-43.
Barnes, S. J., & Vidgen, R. T. (2002). An Integrative Approach to the Assessment of
E-commerce Quality. Journal of Electronic Commerce Research, 3(3), 114-127.
Bruseberg, A., & McDonagh-Philp, D. (2001). New Product Development by
Eliciting User Experience and Aspirations. International Journal of Human
Computer Studies, 55(4), 435-452.
Bhavnani, R. (2004). IDEO: Service Design. France: INSEAD.
Catchings-Castello, G. (2000). The ZMET Alternative: A Nontraditional,
Multidisciplinary Technique Lets Marketing Researchers Analyze What
Customers Want. Marketing Research, 12(2), 6-12.
Coulter, R. H., & Zaltman, G. (1994). Using The Zaltman Metaphor Elicitation
Technique to Understand Brand Images. Advances in Consumer Research, 21,
501~507.
Coulter, R. A., Zaltman, G., & Coulter, K. S. (2001). Interpreting Consumer
Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation
Technique. Journal of Advertising Research, 20, 1-21.
Christensen, G. L., & Olson, J. C. (2002). Mapping Consumers’ Mental Models with
ZMET. Psychology & Marketing, 19, 477-502.
Dalal, N. P., Quible, Z., & Wyatt, K. (2000). Cognitive Design of Home Pages: An
Experimental Study of Comprehension on the World Wide Web. Information
Processing and Management, 36, 607-621.
DCMS (1998). Creative Industries Mapping Document 1998. London, UK:
Department for Culture, Media and Sport.
DCMS (2001). Creative Industries Mapping Document 2001. London, UK:
Department for Culture, Media and Sport.
Garrett, J. J. (2003). The Elements of User Experience. Indiana: New Riders.
Gehrke, D., & Turban, E. (1999). Determinants of Successful Website Design:
Relative Importance and Recommendations for Effectiveness. Thirty-second
Annual Hawaii International Conference on System Sciences, 5, 5042.
Gallaugher, J., & Ransbotham, S. (2010). Dialog Management at Starbucks. MIS
Quarterly Executive, 9(4), 197–212.
Genex (2003, June). Web Site Design Affects Consumers Sales. New survey from
Genex reveals. Retrieved September 25, 2011, from the World Wide Web:
http://www.genex.com/company/news/web_site_design_affects_consumer_sales.h
tml
Ghose, S., & W. Dou. (1998). Interactive Functions and Their Impacts on the Appeal
of Internet Presence Sites. Journal of Advertising Research, 29-43.
Gomez, J. M. (1988). Reflective Images: The Case of Urban Regeneration in
Glasgow and Bilbao. Journal of Urban and Regeneration, 9(2), 73-89.
Ha, L., & James, E. L. (1998). Interactivity Reexamined: A Baseline Analysis of
Early Business Websites. Journal of Broadcasting and Electronic Media, 42(4),
457–474.
Holbrook, M.B., & Hirshman, E.C. (1982). The Experiential Aspects of
Consumption：Consumer Fantasies, Feelings, and Fun. Journal of ConsumerResearch, 9,192-140.
Holbrook, M.B., & Batra, R. (1991). Consumer Responses to Advertising: The
Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time.
Journal of Consumer Research, 17(4), 440-453.
Huizingh, Helko K. R. E. (2000). The Content and Design of Web Sites: An
Empirical Study. Information & Management, 37(3), 123-134.
Keeley, L. (1999). The Ten Types of Innovation. Doblin Inc.
Kumar, V. (2009). A Process for Practicing Design Innovation. Journal of Business
Strategy, 30, 91-100.
Lee, A. S. (1986). A Scientific Methodology for MIS Case Studies. MIS Quarterly,
13(1), 33-50.
Liu, C., & Arnett, K. P. (2001). Key Dimensions of Web Design Quality as Related to
Consumer Response. Journal of Computer Information Systems, 42(1), 70-82.
Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A Measure of
Web Site Quality. Marketing Educators Conference on Marketing Theory and
Applications 13, 432-437.
Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007). WebQual: An Instrument
for Consumer Evaluation of Web Sites. International Journal of Electronic
Commerce, 11(3), 51-87.
Newman, M., & Landay, J. (2000). Sitemaps, Storyboards, and Specifications: A
sketch of web site design practice. New York: ACM Press.
Nielsen, J. (1993). Usability Engineering. Cambridge, MA: Academic Press.
Northrup, P. (2001). A Framework for Designing Interactivity into Web-Based
Instruction, Educational Technology 41(2), 31–39.
Palmer, J. W. (2002). Web Site Usability, Design, and Performance Metrics.
Information Systems Research, 13(2), 151-167.
Pine II, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard
Business Review, 76(4), 97-105.
Ranganathan, C., & Ganapathy, S. (2002). Key Dimensions of Business-to-Consumer
Web Sites. Information and Management, 39(6), 457-465.
Reisenzein, R. (1994). Pleasure-arousal theory and the intensity of emotions. Journal
of Personality and Social Psychology, 67(3), 525-539.
Rice, M. (2002). What Makes Users Revisit A Web Site? Marketing News, 31(6), 12.
Richard, P. (2001). Experiential Cultural Tourism: Museums and the Marketing of the
New Romanticism of Evoked Authenticity. Museum Management and Curatorship, 19(1), 5-26.
Shneiderman, B., & Plaisant, C. (2005). Design the User Interface: Strategies for
Effective Human Computer Interaction (4th ed.) Boston: Pearson Addison Wesley.
Steenkamp, J.B.E.M., & Geyskens, I. (2006). How Country Characteristics Affect the
Perceived Value of A Website. Journal of Marketing, 70(3), 136-150.
Schlosser, Ann E., & Kanfer, A. (2001, May). Impact of Product Interactivity on
Searchers' and Browsers' Judgments: Implications for Commercial Web Site Effectiveness. Paper presented at the Advertising and Consumer Psychology Conference on Online Consumer Psychology: Understanding How to Interact with Consumers in the Virtual World, Seattle, WA.
Schmitt B.H. (1999). Experiential Marketing. Journal of Marketing Management, 15,
53-67.
Srinivasan, S. S., Anderson R., & Ponnavolu, K. (2002). Customer Loyalty in
E-commerce：An Exploration of its Antecedents and Consequences. Journal of Retailing, 78 (1), 41-50.
Strauss, A., & Corbin, J. (1990). Basics of Qualitative Research: Grounded Theory
Procedures and Technique. CA:Sage: Newbury Park.
Stuart, J. B., & Richard, V. (2003). Measuring Web Site Quality Improvements: A
Case Study of the Forum on Strategic Management Knowledge Exchange. Industrial Management and Data System, 103(5), 297-309.
Sugai, P. (2005). Mapping the Mind of the Mobile Consumer Across Borders: An
Application of the Zaltman Metaphor Elicitation Technique. International Marketing Review, 22(6), 641-657.
Thompson, M. (2012). Top 23 Facebook games of April 2012. Inside Social Games.
Retrieved June 2, 2012, from the World Wide Web: http://www.insidefacebook.com/2012/04/02/top-25-facebook-games-of-april-2012/
Turrow,J. (1997). Media System in Society：Understanding Industries, Strategies, and
Power. New York: Longman.
UNESCO (2005). Convention on the Protection and Promotion of the Diversity of
Cultural Expressions. United Nations Educational, Scientific and Cultural Organization. Retrieved June 2, 2012, from the World Wide Web: http://unesdoc.unesco.org/images/0014/001495/149502e.pdf
UNESCO (2007). Culture, Trade and Globalisation : Questions and Answers. United
Nations Educational, Scientific and Cultural Organization. Retrieved June 2, 2012, from the World Wide Web: http://portal.unesco.org/culture/en/ev.php-URL_ID=18668&URL_DO=DO_TOPIC&URL_SECTION=201.html
Wolfinbarger, M., & Gilly, M.C. (2003). eTailQ: Dimensionalizing, Measuring and
Predicting Etail quality. Journal of Retailing, 79(3), 183-198.
Yoo, B., & Donthu, N. (2001). Developing and Validating Amultidimensional
Consumer-based Brand Equity Scale. Journalof Business Research 52(1), 1-14.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service Quality Delivery
Through Web Sites: A Critical Review of Extant Knowledge. Journal of theAcademy of Marketing Science, 30(4), 362-357.
Zaichkowsky, J. L. (1994). Research Note: The Personal Involvement Inventory:
Reduction, Revision, and Application to Advertising. Journal of Advertising, 23(4), 59-70.
Zaltman, G., & Coulter R. H. (1995). Seeing the Voice of the Customer:
Metaphor-based Advertising Research. Journal of Advertising Research, 35(4), 35-51.
Zaltman, G (1997). Rethinking Market Research: Putting People Back in. Journal of
Marketing Research, 34(4), 424-437.
Zaltman, G., & Useem, J. (2003, January 20). This Man Can Read Your Mind.
Fortune, 147(1), 48-54.