臺灣博碩士論文加值系統

在機械霸權、工業文明以及電子商務支配設計技術、方法與形態的背景下，全球手工藝品的生存境況喜憂參半。創意手作市集由西方的跳蚤市集和工藝品市集演變而來，是一種另類的手工藝品展售方式。它具有“手感經濟”、“快閃經濟”和“小商業運動”的價值，但在學術上很少被探討。
台灣的創意手作市集尤其以創意體驗為特色，但如今面臨著同質化、僵化、過度商業化等挑戰。另外，隨著“策展”日漸被挪用到非博物館領域，創意手作市集作為一種零售和展覽的結合，也越來越多地採用策展進行體驗設計，但是我們對這種日益增長的策展設計現象知之甚少。
因此，本研究從對台灣創意市集發展的價值、擔憂和疑慮出發，探討在氾濫化、制式化的市集景象下，策展設計是否以及如何介入創意市集，進而為其重新註入活力並增加區隔性，以應對市場的疲軟和消費者對優質體驗不斷增長的需求。基於此，本研究進行了參與式觀察，對6個創意市集案例進行多案例研究，共對17位訪談者（其中9名遊逛者、6名主辦人和2名攤主）進行深度訪談，從而對以下問題進行探索：創意手作市集在體驗經濟和泛策展時代下不斷演變的價值和發展缺口是什麼；目前台灣創意手作市集的遊逛者體驗和顧客期望是何貌；創意手作市集如何通過策展設計改善遊逛者體驗。
透過調查，本研究發現策展設計主要可以透過3條路徑提升創意手作市集的遊逛者體驗：從一次性活動到產業循環週期提高產品或創作者的品質；從有形到無形塑造市集個性；從溝通到對話激發市集互動過程。基於對6個案例以組織導向型和策展導向型的定位和分析，創意手作市集的策展設計建議也進一步被提出。這些討論豐富了創意空間的遊逛者體驗與策展設計理論，同時可以適用於其他手感經濟、快閃展覽和選品零售等領域。

Given that the mechanical supremacy, industrial civilization and e-commerce have dominated the design technologies, methods and forms, the global handicraft industry is experiencing the double-sided journey of revival and struggle. The creative handmade market (CHM), which aroused by the phenomenon of various flea markets and craft fairs in the West, is an alternative exhibiting and retailing space exclusively for the indie handmade goods. It has evolved globally with growing value of “handmade economy”, “pop-up economy” and “Shop Small Movement”, but rarely explored in academic research.
The CHM in Taiwan is particularly featured as a creative experiential destination, but now facing challenges such as homogeneity, rigidity, and over-commercialization. In addition, as “curation” is increasingly applied to non-museum fields, creative handmade market, as a combination of retail and exhibition, are encouragingly adopting curation for experiential design. Of this growing phenomenon, scarce is known about the curatorial design side of creative handmade market as we understand it.
Therefore, this research starts from the value, worries and doubts about the development of Taiwan’s CHM, and explores whether and how curatorial design can intervene in the CHM, thereby re-energizing and differentiating it, to respond to the market’s weakness and the growing consumer demand for quality experience. In above context, this research conducted participatory observation, multiple case study into 6 selected cases and 17 in-depth interviews altogether (of which 9 were with visitors, 6 with organizers and 2 with vendors) to explore the following questions: what is the evolving value and development gap of CHM under experience economy and the para-curation era; what is current visitor experience and customer expectation of CHM in Taiwan; how the curatorial design of CHM can improve the visitor experience.
Through investigation, it is found that curatorial design can advance visitor experience mainly though three routes: enhance product/creator quality from one-time event to industry cycle, create personality from tangible to intangible; motivate interaction from communication to dialogue. Curatorial design suggestions are further proposed for CHM based on the positioning of two categories as organization-oriented and curation-oriented CHM. These discussions enrich the theory of visitor experience and curatorial design in creative space, meanwhile can be applied to other fields such as handmade economy, temporary exhibitions, and selection retail.

摘要 i
Abstract ii
Acknowledgment iv
Table of Contents vi
List of Figures viii
List of Tables ix
CHAPTER 1: INTRODUCTION 1
1.1 Research Background 1
1.1.1 The Revival and Struggle of Global Handicraft Industry 1
1.1.2 The Rising Trend of Experience Economy and Pop-up Economy 2
1.1.3 The Creative Handmade Market in Taiwan 3
1.2 Research Motivation 4
1.2.1 Academic Perspective 4
1.2.2 Industry Perspective 5
1.2.3 Personal Perspective 7
1.3 Research Scope 7
1.4 Research Objectives and Questions 8
1.5 Terminology 9
CHAPTER 2: LITERATURE REVIEW 11
2.1 Creative Handmade Market (CHM) 11
2.1.1 Review of Definitions of CHM: From Flea Market to Creative Market 11
2.1.2 The Development Journey of CHM in Taiwan 14
2.1.3 The Criticism on CHM in Taiwan 19
2.2 Visitor Experience 21
2.2.1 Review of Visitor Experience 21
2.2.2 Visitor Experience Journey of Customer Expectation 24
2.2.3 Visitor Experience in the Creative Space 26
2.3 Curatorial Design 28
2.3.1 Review of Definitions of Curation 28
2.3.2 The Evolution / Extension of Curatorial Design 29
2.3.3 Curatorial Design Dimensions 33
CHAPTER 3: RESEARCH METHODS 37
3.1 Research Design 37
3.1.1 Research Concept 37
3.1.2 Research Process 38
3.2 Research Methods 39
3.2.1 Case Study 39
3.2.2 Participant Observation 40
3.2.3 In-depth Interview 41
3.3 Research Cases 41
3.3.1 Criteria for Case Selection 41
3.3.2 Lists of Selected Cases 43
3.4 Data Collection 44
3.4.1 Process of Data Collection 44
3.4.2 Sources and Types of Data 48
3.4.3 Sampling Method of Interviews 49
3.5 Thematic Analysis and Coding 52
CHAPTER 4: Data Analysis and Findings 53
4.1 Overview: Curatorial Design Perspective into CHM Industry 53
4.1.1 Hype or Hope: Curation as A Term and Practice is Evolving in CHM 53
4.1.2 Organizer, Curator and Curatorial Design 55
4.1.3 The Role of Curator in CHM: Spirit, Education, Dialogue, Time 59
4.2 The Evolving Value and Development Gaps of CHM 64
4.2.1 Evolving Value: More Than the Handmade Business 64
4.2.2 Gap One: Two Extremes of Curated CHM and Night-market-like CHM 67
4.2.3 Gap Two: Awareness and Practical Effect of Curatorial Design in CHM 68
4.3 Current Visitor Experience and Customer Expectation of CHM 69
4.3.1 Visitor Journey Map of CHM 69
4.3.2 Consumer Desires and Expectations along Visitor Journey 77
4.3.3 From External Offers to Internal Outputs: Evaluation of Visitor Experience in CHM 81
4.4 Curatorial Design of CHM 84
4.4.1 Selected Cases: Curation-oriented ＆ Organization-oriented 84
4.4.2 Curatorial Design Practices of Six Cases 86
4.4.3 Differences Analysis: Curation-oriented vs. Organization-oriented 90
CHAPTER 5: Discussion and Conclusion 95
5.1 Research Discussion 95
5.1.1 How The Curatorial Design Can Improve The Visitor Experience of CHM 95
5.1.2 The Relationship between Visitor Experience and Curatorial Design in CHM 100
5.1.3 Suggestion of Curatorial Design: Organization-oriented CHM and Curation-oriented CHM 102
5.2 Conclusion 105
5.3 Research Limitations and Future Suggestions 107
References 109
Appendix 115

財團法人台灣經濟研究院. (2015). 104 年工藝產業趨勢研究計畫.
沈慧婷. (2010). 消費者創新生活體驗對消費行為與關係品質之影響: 以創意市集為例. 朝陽科技大學企業管理系學位論文, 1-120.
陳翠良,＆ 高華聲. (2015). 創作者市集設攤之經歷與分析——以高雄市創意市集之創作者為例. 現代桃花源學刊, 5, 137-167.
陳殿禮, ＆ 馮文君. (2017). 多廠商品牌聯展之策展設計. 設計學報 (Journal of Design), 22(3).
陳慧如. (2007). 街頭賣「意/藝/異」--以創作者觀點初探創意市集現象. (碩士). 國立臺灣大學, 台北市. Retrieved from https://hdl.handle.net/11296/accd77
陳雅茹. (2007). 創意達人人格特質、動機與創業經驗之研究. 臺北市立教育大學碩士論文，台北市.
方雯玲 (Producer). (2013). [旅遊策展人][文創]小麥的擺攤人生. Retrieved from https://solomo.xinmedia.com/travel/2246-curator
馮文君. (2018). 文創品牌之策展設計模式. 國立台北科技大學.
江逸平. (2009). 創意市集之品牌行銷研究. (設計管理研究所碩士論文). 銘傳大學, 台北市.
金玉梅, 蔣., 劉維公, 李仁芳, 吳昭怡, 黃淑芬, 陳俊良, 蕭銘楷. (2006). 手感經濟. 台北: 天下雜誌股份有限公司.
賴韋廷. (2018). 專訪／如何用美感打造一場質感藝術市集？台灣創意家米力的「辦市集三大關鍵」. Retrieved from https://www.wowlavie.com/brand_unit.php?article_id=AE1801790
李暉. (2007). 創意市集:國際潮流下的本土創新雜誌活動. 今傳媒, 9, 12-14.
李錡. (2006). 街頭新勢力──談臺灣「創意市集」的興起. 藝術欣賞, 2(10), 4-8.
李婉禎. (2014). 運用消費體驗於文化創意市集之研究. (應用統計資訊學系碩士論文). 銘傳大學.
廖苹雅. (2017). 劇場般的創意市集：一日市集之研究. (碩士). 元智大學.
林佑亭, 賴品辰, ＆ 葉雯玓. (2016). 探討創意市集之魅力因子. 創思學刊(35), 105-124.
羅苑純. (2008). 台灣當代創意市集之發展與消費文化-以 [CAMPO 生活藝術狂歡節] 爲例. 視覺藝術論壇(3), 70-88.
王雅黎. (2007). 創意市集把青春主張攤出來. 卓越國際媒體月刊, 272, 100-103.
王怡穎. (2004). 創意市集. 臺北: 田園城市文化事業.
王韞雄, 邱金龍, 卓雨萱, ＆ 侯芝萱. (2015). 影響臺灣市集發展的因素—以西門創意市集為例. 圖文傳播藝術學報, 393-404.
文化部. (2019). 107年台灣文化創意產業發展年報. Retrieved from https://stat.moc.gov.tw/Research.aspx?type=5
吳佳芸. (2012). 創意市集創意人擺攤之美感行銷模式探討. 逢甲大學碩士論文, 台中市.
吳佩芸. (2007). 台灣創意市集發展與價值—以整合平台觀點分析. 政治大學企業管理研究所學位論文, 1-117.
顏寧. (2008). 創意活現, 公共漫遊: 創意市集作為台北人遊逛之實踐. 臺灣大學建築與城鄉研究所學位論文, 1-111.
楊順閔. (2008). 以利害關係人觀點探討社區組織之運作—以牯嶺街書香創意市集為例. 臺灣大學建築與城鄉研究所學位論文, 1-126.
葉晉嘉. (2013). 創意市集商品消費模式之研究. 傳播管理學刊, 14(2), 1-25.
葉宇萱. (2011). 手工藝創作者、創意市集與國家政策—以西門紅樓創意市集為例. (碩士). 國立臺灣師範大學, 台北市. Retrieved from https://hdl.handle.net/11296/4q24wa
張瑜倩, 鄭瑋. (2014). 策展的創新歷程:策展人與藝文組織的共同創造. (NSC 101-2410-H-004-213-).
趙珮華. (2010). 當代城市空間遊牧者 - 創意市集的公共地誌. (碩士). 國立臺北科技大學, 台北市. Retrieved from https://hdl.handle.net/11296/wka256
朱俐穎. (2008). 手感如何經濟－台灣創意市集的消費、經營及其問題. (碩士). 國立臺灣大學, 台北市. Retrieved from https://hdl.handle.net/11296/v46h65
佐佐木俊尚. (2012). Curation 策展的時代：「串聯」的資訊革命已經開始！（郭菀琪譯）). 台北: 經濟新潮社.
Adorno, T. W. (2005). The culture industry: Selected essays on mass culture: Routledge.
Ahola, E.-K. (2005). How is the concept of experience defined in consumer culture theory? Discussing different frames of analysis'. Finnish Association of Consumer Research, 1.
Ames, M. (1992). Cannibal Tours and Glass Boxes: The Anthropology of Museums. Vancouver: University of British Columbia Press.
Balzer, D. (2014). Curationism: How curating took over the art world and everything else: Coach House Books.
Baras, J. (2015). PopUp Republic: How to Start Your Own Successful Pop-Up Space, Shop, or Restaurant Hoboken, New Jersey ＆ Canada: John Wiley ＆ Sons, Inc.
Beck, L. A. (1992). Csikszentmihalyi, Mihaly.(1990). Flow: The Psychology of Optimal Experience. In: Taylor ＆ Francis.
Benbasat, I., Goldstein, D. K., ＆ Mead, M. (1987). The case research strategy in studies of information systems. MIS quarterly, 369-386.
Benjamin, W. (2008). The work of art in the age of mechanical reproduction: Penguin UK.
Boulding, W., Kalra, A., Staelin, R., ＆ Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7-27.
Boyce, C., ＆ Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input.
Bruner, E. M. (1986). Experience and its expressions. The anthropology of experience, 3, 32.
Carbone, L. P., ＆ Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19.
Carù, A., ＆ Cova, B. (2003). Revisiting consumption experience: a more humble but complete view of the concept. Marketing theory, 3(2), 267-286.
Concha, P. (2017). The curation of the street food scene in London. The London School of Economics and Political Science (LSE),
Coye, R. W. (2004). Managing customer expectations in the service encounter. International Journal of service industry management, 15(1), 54-71.
Coyne, I. T. (1997). Sampling in qualitative research. Purposeful and theoretical sampling; merging or clear boundaries?. Journal of advanced nursing, 26(3), 623-630.
Chang, T.-Y., ＆ Horng, S.-C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service industries journal, 30(14), 2401-2419.
Crowe, S., Cresswell, K., Robertson, A., Huby, G., Avery, A., ＆ Sheikh, A. (2011). The case study approach. BMC medical research methodology, 11(1), 100.
Darke, P., Shanks, G., ＆ Broadbent, M. (1998). Successfully completing case study research: combining rigour, relevance and pragmatism. Information systems journal, 8(4), 273-289.
Dean, D. (2002). Museum exhibition: Theory and practice: Routledge.
Dictionary.com. (n.d.). Retrieved 10 November 2019, from https://www.dictionary.com/browse/curating?s=t
Edson, G., ＆ Dean, D. (1996). The handbook for museums. Psychology Press.
EventMarketer. (2018). EventTrack 2018. Retrieved from https://www.eventmarketer.com/wp-content/uploads/2018/06/eventtrack2018execsumm.pdf
Foundation, E. (2018). 2018 Global Ecommerce Report. Retrieved from https://www.internetalliance.my/wp-content/uploads/2018/10/Global-B2C-e-Commerce-Country-Report-2018.pdf
Fowle, K. (2007). Who cares? understanding the role of the curator today. Cautionary tales: Critical curating, 26-35.
Gaskill, K. (2011). Curatorial cultures: Considering dynamic curatorial practice.
Gerritsen, D., ＆ van Olderen, R. (2014). From visitor journey to event design. In Event Design (pp. 66-80): Routledge.
Gibbs, G. R., (2007). 4 Thematic coding and categorizing. Analyzing Qualitative Data. London: SAGE Publications, Ltd
Guest, G., Namey, E. E., ＆ Mitchell, M. L. (2013). Collecting qualitative data: A field manual for applied research. Sage.
Guion, L. A., Diehl, D. C., ＆ McDonald, D. (2001). Conducting an in-depth interview. University of Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences.
Holbrook, M. B., Chestnut, R. W., Oliva, T. A., ＆ Greenleaf, E. A. (1984). Play as a consumption experience: The roles of emotions, performance, and personality in the enjoyment of games. Journal of consumer research, 11(2), 728-739.
Holbrook, M. B., ＆ Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Kamien, J. A. (2001). An advocate for everything: Exploring exhibit development models. Curator: The Museum Journal, 44(1), 114-128.
KPMG. (2019). Global Retail Trends 2019. Retrieved from https://home.kpmg/xx/en/home/insights/2019/02/retail-trends-2019.html
Kreps, C. (2003). Curatorship as social practice. Curator: The Museum Journal, 46(3), 311-323.
Kuzel, A. (1999). Sampling in qualitative inquiry. Doing Qualitative Research. 2nd. Edited by Crabtree BF, Miller WL.
Lade, C., ＆ Jackson, J. (2004). Key success factors in regional festivals: Some Australian experiences. Event Management, 9(1-2), 1-11.
Lane, M. (2007). The Visitor Journey: the new road to success. International Journal of Contemporary Hospitality Management, 19(3), 248-254.
Lord, B., ＆ Piacente, M. (2014). Manual of museum exhibitions: Rowman ＆ Littlefield.
Mackellar, J. (2013). Event audiences and expectations: Routledge.
Magento. (2013). Reinventing the Social Shopping Experience: An Introduction to Curated Commerce. Retrieved from https://info2.magento.com/rs/magentosoftware/images/3064-Curated_Commerce_eBook_Design_r3.pdf
Mark S. Rosenbaum ＆ Karen Edwards, (2019). Why Choose Short-term Retail. Retrieved from https://www.thestorefront.com/go/infographic-why-choose-short-term-retail/
MarketWatch. (2019). Global Arts and Crafts Market Research Report 2019. Retrieved from https://www.marketwatch.com/press-release/global-arts-and-crafts-market-report-2019---industry-research-report-by-manufactures-types-applications-and-market-dynamics-2019-04-22
McKercher, B. (2002). Towards a classification of cultural tourists. International journal of tourism research, 4(1), 29-38.
Medlin, A. (2008). Bargain Theater: A Dramaturgical Analysis of a Flea Market.
Miles, M. B., ＆ Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. sage.
Morgan, M. (2006). Making space for experiences. Journal of Retail ＆ Leisure Property, 5(4), 305-313.
Morgan, M. (2007). Festival spaces and the visitor experience. 113-130.
Morgan, M. (2008). What makes a good festival? Understanding the event experience. Event Management, 12(2), 81-93.
Morris, W. (1888). The Revival of Handicraft. Fortnightly, 44(263), 603-610.
Musante, K., ＆ DeWalt, B. R. (2010). Participant observation: A guide for fieldworkers: Rowman Altamira.
O'Neill, P. (2012). The Culture of Curating and the Curating of Culture (s): Mit Press Cambridge, MA.
Onwuegbuzie, A. J., ＆ Leech, N. L. (2004). Enhancing the interpretation of “significant findings: The role of mixed methods research. The qualitative report, 9(4), 770-792.
Oxford English Dictionary. (n.d.). Retrieved 10 November 2019, from https://www.oed.com/view/Entry/241905?rskey=oAd5fJ＆result=2#eid
Packer, J., ＆ Ballantyne, R. (2016). Conceptualizing the visitor experience: A review of literature and development of a multifaceted model. Visitor Studies, 19(2), 128-143.
Parker, A. (2011, 2019). The Flea Marketing of New York, p. MB6.
Patton, M. Q. (2002). Qualitative research and evaluation methods (3rd ed.). Thousand Oaks, CA: Sage.
Potter, J. P. (2017). Curation. SAGE. 189-191.
Pottie-Sherman, Y. (2011). Markets and diversity: An overview.
Ritzer, G. (2005). Enchanting a disenchanted world: Revolutionizing the means of consumption: Pine Forge Press.
Roppola, T. (2013). Designing for the museum visitor experience: Routledge.
Rosenbaum, S. (2011). Curation nation: How to win in a world where consumers are creators: McGraw Hill Professional.
Sandell, R. (2009). Using Form+ Theme+ Context (FTC) for rebalancing 21st-century art education. Studies in Art Education, 50(3), 287-299.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Selstad, L. (2007). The social anthropology of the tourist experience. Exploring the “middle role. Scandinavian Journal of Hospitality and Tourism, 7(1), 19-33.
Shakir, M. (2002). The selection of case studies: strategies and their applications to IS implementation case studies.
Sheikh, S. (2017). From Para to Post: The Rise and Fall of Curatorial Reason. Springerin, 23(1, 201), 16-20.
Sherry Jr, J. F. (1990). A sociocultural analysis of a Midwestern American flea market. Journal of consumer research, 17(1), 13-30.
Slater, D. (1993). Going Shopping: markets, crowds and consumption. Cultural reproduction, 188-209.
Smith, T., ＆ Fowle, K. (2012). Thinking contemporary curating: Independent Curators International.
Soloaga, P. D., ＆ Guerrero, L. G. (2014). Pop-up fashion stores: a clue to invigorate brands. Paper presented at the Conference Proceedings, Global Fashion Conference, Belgium, November 19.
Street, G. (2016). The Role of Curation in the Design and Development of Brand Experience in the Luxury Retail Environment. The University of Manchester (United Kingdom),
Suri, H. (2011). Purposeful sampling in qualitative research synthesis. Qualitative research journal, 11(2), 63.
Suter, W. N. (2012). Qualitative data, analysis, and design. Introduction to educational research: A critical thinking approach, 2, 342-86.
Taylor, P., Frost, W., ＆ Laing, J. (2017). Meeting the Challenge of Managing Visitor Experiences at Tourism Attractions. In (pp. 22-32).
Tellis, W. M. (1997). Introduction to case study. The qualitative report, 3(2), 1-14.
Thompson, J. M. (Ed.). (2015). Manual of curatorship: a guide to museum practice. Routledge.
Triangulation, D. S. (2014, September). The use of triangulation in qualitative research. In Oncology nursing forum(Vol. 41, No. 5, p. 545).
USAID. (2006). Global Market Assessment for handicrafts Retrieved from America: https://pdf.usaid.gov/pdf_docs/pnadn210.pdf
Walls, A. R., Okumus, F., Wang, Y. R., ＆ Kwun, D. J.-W. (2011). An epistemological view of consumer experiences. International Journal of Hospitality Management, 30(1), 10-21.
Westbrook, L. (1994). Qualitative research methods: A review of major stages, data analysis techniques, and quality controls. Library ＆ information science research, 16(3), 241-254.
Wolff, A., ＆ Mulholland, P. (2013). Curation, curation, curation. Paper presented at the Proceedings of the 3rd Narrative and Hypertext Workshop.
Yin, R. K. (1981). The case study as a serious research strategy. Knowledge, 3(1), 97-114.
Yin, R. K. (2017). Case study research and applications: Design and methods. Sage publications.
Zeithaml, V. A., Berry, L. L., ＆ Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of Marketing Science, 21(1), 1-12.