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研究生:陳韻如
研究生(外文):Chen,Yunzu
論文名稱:評估文化遺產創意化之願付價值
論文名稱(外文):Estimating the Willingness to Pay for Cultural Heritage Creativity
指導教授:丁崇德丁崇德引用關係丁碧慧丁碧慧引用關係
指導教授(外文):Ting,ChungteTing,Pihui
口試委員:李俊鴻林政德
口試委員(外文):Lee, ChunhungLin,Chengte
口試日期:2012-05-25
學位類別:碩士
校院名稱:長榮大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:87
中文關鍵詞:文化遺產願付價值條件評估法
外文關鍵詞:Cultural heritageWillingness to payContingent Valuation Method
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文化創意產業在全球的經濟發展中扮演著非常重要的角色。產業本身以及其延伸產品所帶來的顯著利潤不僅在一個國家和企業,也在自然市場與國際機構。文化遺產的創意化,提高了我們所期望的附加價值,透過新的元素引入原有的文化產業,更有利於促進當地的經濟發展。本研究的目的在於應用條件評估法建立文化遺產創意化的理論模型,評估文化遺產創意化的願付價值,分析影響願付價值的各種因素。
研究結果發現文化遺產創意化三個假設性市場的WTP估計結果,所得、社會情感認知、附加價值服務認知、整體形象認知及休閒情感表達型皆是影響受訪者WTP的變數。 另外,三個假設性市場的WTP分別為「籌措經費使文化遺產得適度保存」922.9元,參與文化遺產的「藝文活動」914.2元,籌措當地「建設發展」之經費620.9元。其中籌措經費使文化遺產得適度保的WTP是三個假設性市場中最高的。

Cultural and creative industries play important roles in the development of global economies. The industries themselves, as well as their extended products, bring significant profits, not to only a country and its enterprises, but also to its natural markets and international entities. Creativity in cultural heritage raises expectations of added value, and helps promote local economic development through new elements introduced to the original cultural industry. The present study aims to establish willingness to pay (WTP) in the cultural heritage creativity theoretical model by using contingent valuation method (CVM), estimate WTP for cultural heritage creativity, and analyze the various factors that influence WTP.
In the study, we found that the variable estimation results (i.e., income, socioemotional cognition, value-added services cognition, overall-image cognition, leisure emotional expression group) of three hypothetical markets affect the WTP of subjects. The three hypothetical markets of WTP are preserving cultural heritage (922.9 TWD), join art activities (914.2 TWD), and local development (620 TWD). Preserving cultural heritage WTP is the highest of the three hypothetical markets.

Acknowledgments I
Chinese Abstract II
Abstract III
Contents IV
List of Tables VI
List of Figures VIII
I. Introduction 1
1. Background 1
2. Purpose 4
3. Research procedures 5
II. Literature Review 6
1. The concept of culture 6
2. Definition of cultural heritage 7
3. Definition of cognitive and connotation 10
4. Definition of creativity 11
5. CVM and cultural heritage related research 13
III. Theoretical Basis 16
1. The development of CVM 16
2. Evaluation of CVM 17
3. Cultural heritage creativity WTP evaluation model 19
4. Empirical estimation method 21
5. CVM bias 24
IV. Research Design 27
1. Cultural heritage creativity hypothesis situational 27
2. Cultural heritage creativity initial amount setting 27
3. Research methodology 29
4. Data source 30
5. Research design and sample description 30
V. Results of Research 33
1. Subjects descriptive statistics 33
2. Analysis of cultural heritage creativity cognitive 38
3. WTP for cultural heritage creativity 52
4. Influence factors of Cultural heritage creativity WTP. 57
5. Result of cultural heritage creativity WTP 66
VI. Conclusion and Suggestions 68
1. Conclusions 68
2. Suggestions 70
Reference 72
Appendix A Chinese questionnaire 81
Appendix B English questionnaire 85


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