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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/54057

    Title: 表演藝術觀賞者之生活型態與觀賞動機之研究
    Other Titles: The study of performing arts audience’s lifestyle and viewing motivation
    Authors: 郭惠禎;Kuo, Huei-Chen
    Contributors: 淡江大學國際企業學系碩士在職專班
    曾義明 博士;Tseng, Dr. Yi-Ming
    Keywords: 表演藝術;生活型態;觀賞動機;Performing;Lifestyle;Viewing Motivation
    Date: 2011
    Issue Date: 2011-06-16 21:55:25 (UTC+8)
    Abstract: 這些年來,文建會致力於以容易理解的方式向大眾推廣表演藝術的知識與內涵,及台灣表演藝術的發展與未來等,藉以吸引民眾產生觀賞的興趣。同時,因台灣經濟日趨穩定,在物質生活日漸充足之餘,人們越來越重視休閒活動,並積極追求精神層面的提升。因此,觀賞表演藝術活動便成了消費者眾多的休閒活動之一,而參與藝文活動及相關展覽亦成為日常生活的一部份。
    Recently, there are many people have interest in performing arts in Taiwan. That’s because Council for Cultural Affairs promote the performing arts knowledge and future by the way to easy to understand. In the meantime, the economic is growing up in Taiwan. So the leisure is more important for people. Therefore, it is part of life to attend performing arts.
    The lifestyle is including the different way to live, information resource and habit of consumers. It can design different marketing strategy after understanding the different lifestyle between different consumers. Otherwise, to understand the viewing motivation of different consumers is helpful for to build the enthusiasm and loyal of consumers.
    The study has proposed to examine the lifestyles and viewing motivation on audiences of four different performing arts type, i.e. music, theatre, dance and traditional drama. Aided by questionnaire polls, participants of selling ticket performing arts activities are selected as the study subjects. Preliminary findings, the most audiences are female, unmarried between 21-40 age, the income per month is between 30,001-50,000 NT dollars. On lifestyle, the dance and traditional drama audiences are most interesting on performing arts information and the music audiences are most interesting on internet using. On viewing motivation, all audiences are not obvious different.
    The study result shows that the most audiences are female, but it’s more and more male have interest on performing arts, so it should consider to design more program from male way. Otherwise, the internet is more important for most people in the life, so it can promote on the social website and buy the ticket or pay for that on internet. Expect this study can help the group of performing arts to make strategy plan.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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