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研究生:簡百笙
研究生(外文):Chien, Baisheng
論文名稱:以內外在動機觀點探討文創產品之使用意願
論文名稱(外文):Examining The Adoption Intention In Creative Industry: An Intrinsic And Extrinsic Motivation Theory Perspective
指導教授:金揚傑金揚傑引用關係
指導教授(外文):Chin, Yangchieh
口試委員:張巧真黃彥智
口試委員(外文):Chang, ChiaochenHuang, Yenchih
口試日期:2012-06-21
學位類別:碩士
校院名稱:亞洲大學
系所名稱:國際企業學系碩士班
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:58
中文關鍵詞:文化創意產業內在動機外在動機決策試驗與實驗評估法
外文關鍵詞:creative industryintrinsic motivationextrinsic motivationdecision making trial and evaluation laboratory method
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近年來全球文化創意產業已有了戲劇性的遽烈成長。然而,過去對於消費者使用文創商品之相關研究仍舊相當缺乏。為了弭平這樣的知識斷層,本研究試圖以內在動機與外在動機的觀點,來了解內外在動機對於消費者使用文創產品意願之影響。本研究運用決策試驗與實驗評估法(Decision Making Trial and Evaluation Laboratory Method),分析內在動機與外在動機彼此間相互影響關係,並且可清楚得知影響消費者文創產品使用意願之最主要因素。再者,本研究藉由決策試驗與實驗評估法所得之結果,繪製網絡結構關係圖(Network Relation Map),藉以幫助我們釐清內外在動機之各準則間,相互影響之狀況。根據研究結果顯示,外在動機是影響消費者使用文創產品之主要因素。此外,我們也發現,外在動機中之財富、聲望與形象,以及內在動機中之自我導向愉悅是影響消費者使用意願的原因。最後,根據研究結果,提出理論與管理實務意涵,希望能提供給予文創產業的管理者,在未來制定文創產品相關行銷策略上之參考依據。
Modern times have seen dramatic growth worldwide of industries based on creativity. The body of research into creative product consumption, however, remains fragmentary and scant. This study aims to address this knowledge gap by investigating the effects of intrinsic and extrinsic motivation on adoption intention for creative products. The objective is to help management in industries based on creativity to comprehend and anticipate the psychological needs of their customers. A Decision Making Trial and Evaluation Laboratory (DEMATEL) method is utilized to clarify how intrinsic and extrinsic forms of motivation are interrelated, and to determine and understand which elements are the most important in influencing consumers to acquire a creativity-based product. Moreover, this research will include the construction of a network relation map (NRM) among criteria employed by the DEMATEL technique to help us clearly understand the influences acting between each criterion. The results reveal that extrinsic motivation is the main factor influencing consumers in their adoption of creativity products. We also found that wealth, fame, image and self-direct pleasure are criteria that effect consumer adoption intention. Some practical and research implications are also offered in conclusion.
Contents
Chapter 1 Introduction .........................................................................................................................1
Chapter 2 Literature Review ...............................................................................................................4
2.1 Defining the Creative Industries ..................................................................................................4
2.2 Self-Determination Theory ............................................................................................................5
2.3 Intrinsic and Extrinsic Motivation ..................................................................................................6
2.4 Self-Esteem .....................................................................................................................................8
2.5 Self-Directed Pleasure ..................................................................................................................10
Chapter 3 Research Methodologies .................................................................................................12
3.1 DEMATEL Method ...........................................................................................................................12
Chapter 4 An Empirical Example of Adoption Intention in Creative Industry ..............................16
4.1 Data Collection ................................................................................................................................16
4.2 Building factors in extrinsic and intrinsic motivation ................................................................16
4.3 The Calculation Process of DEMATEL Method in Dimensions .............................................19
4.3.1 Analyzing The Degree of Central Role and Relation in Dimensions ................................21
4.3.2 Network Relationship Map of Dimensions .............................................................................22
4.4 The Calculation Process of DEMATEL Method in Criteria ......................................................23
4.4.1 Analyzing The Degree of Central Role and Relation in Criteria ..........................................24
4.4.2 Network Relationship Map of Criteria ......................................................................................26
4.5 Discussion and Application ..........................................................................................................29
Chapter 5 Conclusions ........................................................................................................................31
Reference ...............................................................................................................................................33
Appendixes .............................................................................................................................................43



List of Tables
Table 4.1 Dimensions and Criteria for Extrinsic and Intrinsic Motivation ...................................18
Table 4.2 Initial Average Matrix A ........................................................................................................19
Table 4.3 Initial Influence Matrix M ......................................................................................................20
Table 4.4 Indirect Influence Matrix N ..................................................................................................20
Table 4.5 Total-Influence Matrix T .......................................................................................................21
Table 4.6 The Scores of Each Factor and Related Values for Causal and Effect Groups ......22
Table 4.7 The Scores of Each Factor and Related Values for Causal and Effect Groups ......25


List of Figures
Figure 4.1 The Criteria Used in Adoption Intention for Creative Product ....................................17
Figure 4.2 Causal and Effect Diagram (Dimension) ......................................................................23
Figure 4.3 Causal and Effect Diagram (Criterion) ...........................................................................26
Figure 4.4 The Network Relationship Map of Criteria .....................................................................28

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