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題名 影響表演藝術消費體驗之因素及評估準則
Factors and Evaluating Criteria that Influence the Consuming Experience for Performing Arts
作者 戴湘涒
Tai, Hsiang-Chun
貢獻者 別蓮蒂
Bei, Lien-Ti
戴湘涒
Tai, Hsiang-Chun
關鍵詞 體驗行銷
表演藝術
體驗評估
消費體驗
Experiential Marketing
Performing Arts
Experiential Evaluation
Consuming Experience
日期 2001
上傳時間 15-Apr-2016 16:12:00 (UTC+8)
摘要 表演藝術為富涵社會文化價值之資產之一，然由於國內的藝術消費量偏低、政府補助及企業贊助等收入來源的不確定，使得表演藝術團體面臨營運上的困境，為在藝術行銷的幫助下，藉體驗行銷的觀念與架構分析觀眾的消費行為，瞭解影響其表演藝術消費體驗的因素與評估準則，以達成藝術價值與商業市場間的平衡，真正改善表演團體的營運狀況。
Performing arts is one of the cultural assets in the society. However, due to the low consumption in arts and uncertainties of subsidies from the government and corporations, performing arts groups are now facing obstacles in operation. By employing the framework of Experiential Marketing, the paper aims to analyze the consuming behavior of audiences in the respects of the factors that influence the performing arts experiences and the evaluating criteria. With the sound understanding on the target customers, the performing arts groups, thus, will be able to reach the balance of arts value and market revenue by the assistance of arts marketing.
參考文獻 一、中文部分
Schmitt, Bernd H. (2000). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brand, 王育英、梁曉鶯譯，體驗行銷，初版，台北市：經點傳訊文化東方消費者行銷資料庫（E-ICP, 2001），東方廣告公司
Philip, Kotler & Joanne Scheff (1998) Standing Room Only Strategies for Marketing The Performing Arts, 高登第譯，票房行銷：菲利浦科特勒談表演藝術行銷策略，初版，台北市：遠流
二十一世紀基金會，台灣地區1996年文化滿意度民意調查分析報告
王嘉櫪（民國84年），表演藝術觀賞行為與自我監控、藝術觀感、生活形態之關係，政治大學企業管理研究所未出版碩士論文
王怡瑜、夏學理（民國88年），我國表演藝術團體之經營機會研究，空大行政學報，第九期，頁387-423
蓋洛普徵信股份有限公司（民國83年），藝文活動觀賞者焦點團體討論會討論摘要：藝文活動觀賞者焦點團體討論會會議記錄，台北市：行政院文化建設委員會
胡偉姣（民國86年），文化統計，一版，台北市：行政院文化建設委員會
平洐計畫主持（民國87年），表演藝術名錄，台北市：行政院文化建設委員會
何哲仁（民國88年），表演藝術團體的整合行銷溝通策略初探，台灣大學商學研究所未出版碩士論文
林義郎（民國73年），表演藝術活動觀賞行為與其價值觀之生活形態研究，政治大學企業管理研究所未出版碩士論文
林靜芸主編（民國88年），中華民國表演藝術年鑑，台北市：中正文化中心
周文賢（民國88年），多變量統計分析-SAS/STAT使用方法，台北市：華泰書局
洪順慶（民國88年），行銷管理，台北市：新陸書局
張正岳（民國84年），產品涉入與知識對消費者郵購行為的影響，私立東海大學企業管理研究所未出版碩士論文
張紹勳（民國83年），SPSS for Windows多變量統計分析，台北市：松岡電腦圖書
張紹勳、張紹評、林秀娟（民國89年），SPSS for Windows統計分析：初等統計與高等統計，台北市：松岡電腦圖書
夏學理（民國88年），文化行政，台北縣：空大
曹菁玲（民國88年），表演藝術團體行銷研究：以關係行銷檢視表演藝術團體與其忠誠觀眾間的行銷關係，國立台灣師範大學大眾傳播研究所未出版碩士論文
樓永堅（民國87年），八十七年表演藝術團隊巡迴基層演出計畫民眾參與藝文活動調查報告，台北市：藝術管理學會
劉芳梅（民國88年），產品知識對消費者從眾行為之影響，國立政治大學企業管理研究所未出版碩士論文
鄭展瑋（民國88年），企業贊助文化藝術事業之研究，國立台灣大學商學研究所未出版碩士論文
二、英文部分
Andreasen, Alan R. (1991). Expanding The Audience for The Performing Arts. Washington: Seven Locks Press
Andreasen, Alan R. & Russell W. Belk, (1980). “Predictors of Attendance at The Performing Arts,” Journal of Consumer Research, 17 (September), 112-120
Andreasen, Alan R., Russell W. Belk, & Richard J. Semenik (1980). “Co-Patronage Patterns in Arts-Related Leisure Activities,” In Proceedings of the Conference on Consumer Esthetics and Symbolic Consumption: Symbolic Consumer Behavior, Hirschman, Elizabeth C. & Holbrook, Morris B., ed., New York: Association for consumer research, 95-100
Bamossy, Gary &, Richard J. Semenik (1981). “Tangible and Intangible Motivators of Performing Arts Patronage,” In 1981 Educators` Conference Proceedings: The Changing Marketing Environment: New Theories and Applications, Series 47, Bernhardt, Kenneth, Dolich, Ira, Etzel, Michael, etc., ed., Chicago:American Marketing Association, 154-157
Bamossy, Gary (1985). “Aesthetic Judgement and Arts Patronage of Adolescents,” Advances in Nonprofit Marketing, 1, Belk, Russell W., ed., London: Jai Press Inc., 161-206
Bearden, William O. & Jesse E. Teel (1993). “Selected Determinants of Consumer Satisfaction and Complaint Reports,” Journal of Marketing Research, 20 (February), 21-28
Belk, Russell W. & Alan Andreasen (1982). “The Effects of Family Life Cycle on Arts Patronage,” In 1982 The Association for Cultural Economics Second International Conference on Cultural Economics and Planning, Maastricht, Netherlands
Berlyne, D. E. (1971). Aesthetics and Psychology, New York: Appleton-Centory-Crofots
Bloch, Peter H. (1981). “An Exploration into The Scaling of Consumers` Involvement with a Product Class,” Advances in Consumer Research, 8, Monroe, K., eds., Ann Arbor: Association for Consumer Research, 413-417
Bloch, Peter H. & Marsha L. Richins (1985). “A Theoretical Model for The Study of Product Importance Perceptions,” Journal of Marketing, 47 (Summer), 69-81
Brucks, Merrie (1985). “The Effects of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Resrarch, 12 (June), 1-16
Campbell, Ernest Q. (1969). “Adolescent Socialization,” Handbook of Socialization Theory and Research, D.A.Goslin ed.,Chicago: Rand McNally, 821-856
Chilver, Ian & Osborne Harold (1992). The Oxford Dictionary of Art, New York: Oxford University Press
Deighton, John (1992). “The Consumtion of Performance,” Journal on Consumer Research, 19 (December), 362-372
Dent, Frank Lloyd (1977). “Initiating The Audience,” In The Arts and Cognition, Perkins, David & Leonder, Barbara, ed., Baltimore: The Johns Hopkins University Press, 320-322
Dimaggio, Paul, Michael Useem, & Paul Brown (1978). Audience Studies of the Performing Arts and Museums: A Critical Review, Washington, D.C.:National Endowment for the Arts
Engel, James F., David Kollat, & Roger D. Blackwell (1978). Consumer Behavior, New York: Dryden Press
Falk, John H. (1995). “Factors Influencing African American Leisure Time Utilization of Museums,” Journal of Leisure Research, 27 (1), 41-60
Gilkison, Paul (1973). “Teenagers’ Perceptions of Buying Frame of Reference: A Decade of Retrospect,” Journal of Retailing (Summer), 25-37
Hirschman, Elizabeth C. (1983). “Aesthetics, Ideologies and The Limits of The Marketing Concept,” Journal of Marketing, 47 (Summer), 45-55
Hirschman, Elizabeth C, & Morris B. Holbrook (1982). “Hedonic Consumption: Emerging Concepts, Methods, and Propositions,” Journal of Marketing, 47 (Summer), 45-55
Holbrook, Morris B., Robert W. Chestnut, Terence A. Oliva, & Eric A. Greenleaf, (1984). “Play as Consumption Experiences:The Role of Performance, and Personality in The Enjoyment of Game,” Journal of Consumer Reaearch, 11 (September), 729-739
Holbrook, Morris B. & Robert M. Schindler, (1989). “Some Exploratory Findings on The Development of Musical Tastes,” Journal of Consumer Research, 16 (June), 119-124
Honik, Jacob & Mary Jane Schlinger (1981). “Allocation of Time to The Mass Media,” Journal of Consumer Research, 7 (March), 16-25
Keller, Kevin Lane (1993). “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (January), 1-22
Kelly, Robert F. (1987). “Museums as status symbols Ⅱ: Attaining a State of Having Been,” Advances in Nonprofit Marketing, 2, Belk, Russell W., ed., London: Jai Press Inc., 1-38
Levy, Sidney J., John A. Czepiel, & Dennis W. Rook, (1980). “Social Division and Aesthetic Specialization: The Middle Class and Musical Events,” In Proceedings of the Conference on Consumer Esthetics and Symbolic Consumption: Symbolic Consumer Behavior, Hirschman, Elizabeth C. & Holbrook, Morris B., ed., New York: Association for Consumer Research, 38-45
Malhotra, Naresh K. (1981). “A Scale to Measure Self- Concepts, Person Concepts, and Product Concepts,” Journal of Marketing Research, 18 (November), 456-464
Meamber, Laurie Ann (1997). The Constitution of The Arts as Cultural Production: The Role of The Consumer, Arts, and Cultural Intermediary as Producer/Consumer of Meaning, Unpublished Dissertation, University of California, Irvine, IN. USA
Mano, Haim & Richard L. Oliver, (1993). “Assessing The Dimensionality and Structure of The Consumption Experience: Evaluation, Feeling, and Satisfaction,” Journal of Consumer Research, 20 (December), 451-464
Mcquarrie, Edward F. & J. Michael Munson, (1992). “A Revised Product Involvement Inventory: Improved Usability and Validity,” Advances in Consumer Research, 19, 108-115
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Radocy, Rudolph E. & J. David Boyle (1979). Psychological Foundations of Musical Behavior. Spring-field: Charles C Thomas
Rao, Akshay R. & Kent B. Monroe (1988). “The Moderating Effect of Prior Knowledge in Cue Utilization in Product Evaluation,” Journal of Consumer Research, 15, 253-263
Raymond, Thomas C., Stephen A. Creyser, & Dauglas Schwalbe (1975), Cases in Arts Administration, Rev. ed., Cambridge, Mass.: Arts Administration Research Institute
Richards, Ivor A., Charles K.Ogden, & John Wood (1925).The Foundations of Aesthetics. New York: Lear
Schiffman, Leon G. & Leslie Lazar Kanuk (2000). Consumer Behavior, New Jersey: Prentice-Hall, Inc.
Tolman, Edward C. (1932). Purposive Behavior in Animals and Men, New York: Appleton-Century
Wachtel, George A., League of New York Theatres, & Producers Inc. (1980). “Marketing Broadway: A Case Study in Audience Research,” In Proceedings of the Conference on Consumer Esthetics and Symbolic Consumption: Symbolic Consumer Behavior, Hirschman, Elizabeth C. & Holbrook, Morris B., eds., New York: Association for Consumer Research, 92-100
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Woods, Walter A. (1987). “Classical Aesthetics and Arousal Theory: Implications for Fine Arts Marketing,” Advances in Nonprofit Marketing, 2, Belk, Russell W., ed., London: Jai Press Inc., 203-239
Yavas, Ugur. (1996). “Regional Symphony Orchestras: A marketing Challenge,”Journal of Professional Services Marketing, 13 (2), 123-136
Zaichkowsky, Judith Lynne (1985). “Measuring The Involvement Construct,”Jorunal of Concumer Research, 12 (December), 341-354
Zeithaml, Valarie A. & Mary Jo Bitner (1996). Services Marketing, Singapore: McGraw-Hill Book Companies
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描述 碩士
國立政治大學
企業管理學系
88355003
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001401
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.advisor Bei, Lien-Tien_US
dc.contributor.author (Authors) 戴湘涒zh_TW
dc.contributor.author (Authors) Tai, Hsiang-Chunen_US
dc.creator (作者) 戴湘涒zh_TW
dc.creator (作者) Tai, Hsiang-Chunen_US
dc.date (日期) 2001en_US
dc.date.accessioned 15-Apr-2016 16:12:00 (UTC+8)-
dc.date.available 15-Apr-2016 16:12:00 (UTC+8)-
dc.date.issued (上傳時間) 15-Apr-2016 16:12:00 (UTC+8)-
dc.identifier (Other Identifiers) A2002001401en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85188-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 88355003zh_TW
dc.description.abstract (摘要) 表演藝術為富涵社會文化價值之資產之一，然由於國內的藝術消費量偏低、政府補助及企業贊助等收入來源的不確定，使得表演藝術團體面臨營運上的困境，為在藝術行銷的幫助下，藉體驗行銷的觀念與架構分析觀眾的消費行為，瞭解影響其表演藝術消費體驗的因素與評估準則，以達成藝術價值與商業市場間的平衡，真正改善表演團體的營運狀況。zh_TW
dc.description.abstract (摘要) Performing arts is one of the cultural assets in the society. However, due to the low consumption in arts and uncertainties of subsidies from the government and corporations, performing arts groups are now facing obstacles in operation. By employing the framework of Experiential Marketing, the paper aims to analyze the consuming behavior of audiences in the respects of the factors that influence the performing arts experiences and the evaluating criteria. With the sound understanding on the target customers, the performing arts groups, thus, will be able to reach the balance of arts value and market revenue by the assistance of arts marketing.en_US
dc.description.tableofcontents 封面頁
證明書
致謝詞
論文摘要
目錄
表目錄
圖目錄
第一章、緒論
第一節、研究背景與動機
第二節、研究目的
第二章、文獻探討
第一節、表演藝術簡介
第二節、觀賞表演藝術消費的動機
第三節、美學因素對表演藝術消費體驗的影響
第四節、社會因素對表演藝術消費體驗的影響
第五節、經驗因素對表演藝術消費體驗的影響
第六節、知名度因素對表演藝術消費體驗的影響
第七節、表演藝術的消費體驗
第八節、表演藝術消費體驗的評估
第三章、研究方法
第一節、研究對象、抽樣及問卷發放
第二節、問卷設計、變數之操作型定義與衡量
第三節、研究架構及假說彙整
第四節、問卷回收及樣本結構
第四章、實證結果與分析
第一節、敘述統計分析
第二節、四類表演藝術消費者的基本差異檢定
第三節、音樂類消費者之假說檢定
第四節、戲劇類消費者之假說檢定
第五節、舞蹈類消費者之假說檢定
第六節、戲曲類消費者之假說檢定
第七節、整體表演藝術消費者之假說驗證
第八節、研究結果彙整及討論
第九節、其他討論與發現
第五章、結論與建議
第一節、研究結論
第二節、建議與貢獻
第三節、研究限制及後續研究方向
參考文獻
附件
附件一 音樂類場次之問卷範例
附件二 戲劇類場次之問卷範例
附件三 舞蹈類場次之問卷範例
附件四 戲曲類場次之問卷範例		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001401en_US
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 表演藝術zh_TW
dc.subject (關鍵詞) 體驗評估zh_TW
dc.subject (關鍵詞) 消費體驗zh_TW
dc.subject (關鍵詞) Experiential Marketingen_US
dc.subject (關鍵詞) Performing Artsen_US
dc.subject (關鍵詞) Experiential Evaluationen_US
dc.subject (關鍵詞) Consuming Experienceen_US
dc.title (題名) 影響表演藝術消費體驗之因素及評估準則zh_TW
dc.title (題名) Factors and Evaluating Criteria that Influence the Consuming Experience for Performing Artsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
Schmitt, Bernd H. (2000). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brand, 王育英、梁曉鶯譯，體驗行銷，初版，台北市：經點傳訊文化東方消費者行銷資料庫（E-ICP, 2001），東方廣告公司
Philip, Kotler & Joanne Scheff (1998) Standing Room Only Strategies for Marketing The Performing Arts, 高登第譯，票房行銷：菲利浦科特勒談表演藝術行銷策略，初版，台北市：遠流
二十一世紀基金會，台灣地區1996年文化滿意度民意調查分析報告
王嘉櫪（民國84年），表演藝術觀賞行為與自我監控、藝術觀感、生活形態之關係，政治大學企業管理研究所未出版碩士論文
王怡瑜、夏學理（民國88年），我國表演藝術團體之經營機會研究，空大行政學報，第九期，頁387-423
蓋洛普徵信股份有限公司（民國83年），藝文活動觀賞者焦點團體討論會討論摘要：藝文活動觀賞者焦點團體討論會會議記錄，台北市：行政院文化建設委員會
胡偉姣（民國86年），文化統計，一版，台北市：行政院文化建設委員會
平洐計畫主持（民國87年），表演藝術名錄，台北市：行政院文化建設委員會
何哲仁（民國88年），表演藝術團體的整合行銷溝通策略初探，台灣大學商學研究所未出版碩士論文
林義郎（民國73年），表演藝術活動觀賞行為與其價值觀之生活形態研究，政治大學企業管理研究所未出版碩士論文
林靜芸主編（民國88年），中華民國表演藝術年鑑，台北市：中正文化中心
周文賢（民國88年），多變量統計分析-SAS/STAT使用方法，台北市：華泰書局
洪順慶（民國88年），行銷管理，台北市：新陸書局
張正岳（民國84年），產品涉入與知識對消費者郵購行為的影響，私立東海大學企業管理研究所未出版碩士論文
張紹勳（民國83年），SPSS for Windows多變量統計分析，台北市：松岡電腦圖書
張紹勳、張紹評、林秀娟（民國89年），SPSS for Windows統計分析：初等統計與高等統計，台北市：松岡電腦圖書
夏學理（民國88年），文化行政，台北縣：空大
曹菁玲（民國88年），表演藝術團體行銷研究：以關係行銷檢視表演藝術團體與其忠誠觀眾間的行銷關係，國立台灣師範大學大眾傳播研究所未出版碩士論文
樓永堅（民國87年），八十七年表演藝術團隊巡迴基層演出計畫民眾參與藝文活動調查報告，台北市：藝術管理學會
劉芳梅（民國88年），產品知識對消費者從眾行為之影響，國立政治大學企業管理研究所未出版碩士論文
鄭展瑋（民國88年），企業贊助文化藝術事業之研究，國立台灣大學商學研究所未出版碩士論文
二、英文部分
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