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研究生: 温哲霆
Che-Ting Wen
論文名稱: 文化創意商品真實性議題探索
Discovering the Authenticity in Cultural and Creative Product
指導教授: 董芳武
Fang-Wu Tung
張岑瑤
Tsen-Yao Chang
口試委員: 林廷宜
Ting-Yi Lin
學位類別: 碩士
Master
系所名稱: 設計學院 - 設計系
Department of Design
論文出版年: 2015
畢業學年度: 103
語文別: 中文
論文頁數: 351
中文關鍵詞: 文化創意商真實性真實性感受文化訊息商品設計
外文關鍵詞: Cultural and creative product, Authenticity, Customer’s conception of authenticity, Cultural message, Product design
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  • 在知識經濟時代與全球化的衝擊下,文化創意產業成為政府經濟發展政策的重點之一,然而近年來社會上不同產業的專家、學者因為對文化創意產業持不同的意見與期待,因此對文化創意產業的發展與本質存在著多元不同的聲音與異議,更對發展文化創意產業拋出了許多值得反思的議題。本研究認為文創商品設計師於文化創意產業的發展扮演重要的角色,對於文化創意產業所引發的相關社會議題,應有責任多加思考與討論。因此本研究希望透過探討文化創意商品的真實性議題,瞭解文創商品的本質與其追尋的價值為何,並進一步探索消費者與文創商品的的互動關係,解析影響消費者文創商品真實性感受要素為何,最後綜觀文創商品可能給社會與文化帶來的影響,討論文創商品設計師的社會責任為何。
    本研究主要可分為兩階段進行,第一階段為前測階段,第二階段則進行對消費者和專家的深度訪談。前測階段首先透過文獻回顧規範文創商品真實性討論範圍與方向,再以文獻分析法蒐集文創商品相關文章,並透過紮根理論進行編碼歸納出文創商品核心價值關鍵字。接著,運用歸納出的關鍵字以同儕審查邏輯進行十字語意尺度測驗與卡片蒐集,企圖驗證文創商品真實性感受在不同個體間確實存在感受上的差異。而第二階段研究主要是針對消費者與文創商品相關領域專家的深度訪談,本研究透過消費者深度訪談蒐集消費者對文創商品普遍的觀感意見與對文創商品本身的真實性感受意見,再以紮根理論編碼解構意見內容,並建構消費者文創商品真實性感受歷程,最後以專家深度訪談的意見與回饋對研究結果進行修正。
    研究結果發現,設計師因文創商品能傳遞文化訊息並對消費者在文化議題上產生影響而具備社會影響力,因此設計師於進行文創商品設計時應了解文創商品在各層面對消費者的意義.在商品層面上,設計師應了解文創商品的本質仍是商品,因此文化訊息的傳遞必須是在滿足消費者對於商品的基本需求後才能達成.而就文化訊息傳遞而言,設計師應了解文創商品的文化訊息傳遞與消費者的互動關係.文化訊息的傳遞可分為感官共鳴、文化辨識、情感共鳴與文化啟發四個階段,各階段都可能對文化造成不同層面的影響,而文創商品唯有在文化訊息通過各階段確實傳達,並在消費者生活中被使用實踐,才能實現其價值並有機會創造屬於文創商品自身的真實性。綜觀而言,文創商品對於社會扮演著透過文化訊息傳遞,達到文化保存與再生的角色而被大眾與產業期待,這也呼應了文創發展的核心價值,設計師於進行文創商品設計時應深刻意識自身對於社會與文化所能帶來的影響,盡力實現文創產業的深度內涵與理念.


    Under the impact of knowledge economy era and globalization, the cultural and creative industries have become one of the focuses of the government’s economic development policies. However, the social experts and scholars from different industries have held different opinions and expectations on cultural and creative industries in recent years, so they have diverse voices and dissent on the development and nature of cultural and creative industries, but also put forward many thought-provoking issues toward the development of cultural and creative industries. This study suggests that cultural and creative product designers play an important role in the development of cultural and creative industries and shall be liable to pay more thinking and discussion on the social issues relating to cultural and creative industries. Therefore, this study aims to understand the nature of cultural and creative product and what value it pursuits, to further explore the interaction between consumers and cultural and creative product, to analyze the factors influencing consumers’ conception of authenticity of cultural and creative product, and at last to overview the influence that cultural and creative product may bring to society and culture so as to discuss what is cultural and creative product designers’ social responsibility through exploring the issues of authenticity of cultural and creative product.

    This research is mainly divided into two phases, with the first phase being the pre-test phase and the second phase being in-depth interviews with consumers and experts. The pre-test phase first reviews and specifies the discussion scope and direction of the authenticity of cultural and creative product through literature, collects the articles relating to cultural and creative product through literature analysis, and then conducts coding to summarize the keywords of the core value of cultural and creative product through grounded theory. Next, the summarized keywords are used for two dimensional semantic differential scale testing and card sorting by peer review logic, with an attempt to verify that the conception of authenticity of cultural and creative product do differ in feeling among different individuals. And the second phase of the study is mainly aimed at in-depth interviews with consumers and experts relating to the field of cultural and creative product. This study collects consumers’ general perception as well as views on the conception of authenticity of cultural and creative product itself through in-depth interviews, codes and deconstructs the content of views by grounded theory, constructs the process of the conception of authenticity of cultural and creative product, and at last amends the study results by the advice and feedback of the in-depth interviews.

    It’s found from the study results that cultural and creative product designers have social influence because cultural and creative product can transfer cultural message and have the impact on consumers’ cultural issues, so designers should understand the meaning of cultural and creative product at every aspect for consumers while designing cultural and creative products. On the product level, designers should understand that the nature of cultural and creative product is still a product, and therefore the transfer of cultural message must be reached after consumers’ basic demand for products are met. For the transfer of culture message, designers should understand the interaction between cultural message transfer of cultural and creative product and consumers. Transfer of cultural messages can be divided into four stages, namely, sensual response, cultural identification, emotional response and cultural inspiration, each of which may have the impact on different levels of culture. However, cultural and creative product can only realize its value and have the opportunity to create the authenticity of cultural and creative product of their own when cultural message is indeed conveyed by various stages and used practically by consumers in their lives. On the whole, cultural and creative product plays the role of cultural preservation and regeneration through the transfer of culture message for society, and then expected by the public and industry, which also echoes the core values of cultural and creative development. Designers should profoundly realize their own influence to society and culture and try to actualize the in-depth connotation and philosophy of cultural and creative industries while designing cultural and creative product.

    第1章 緒論 17 1.1. 研究背景與動機 17 1.1.1. 文化創意產業發展現況 17 1.1.2. 社會上多元的聲音與異議 18 1.1.3. 設計中對文化價值的追尋 19 1.2. 研究目的 20 1.3. 研究範圍與限制 21 1.4. 研究架構與流程 22 第2章 文獻探討 24 2.1. 回顧觀光領域真實性研究,探討文創商品真實性議題 25 2.1.1. 觀光領域對真實性的分類 25 2.1.2. 觀光文化體驗中的真實性議題 29 2.1.3. 文創商品真實性-追求文化與市場的平衡 32 2.2. 文創商品與文化商品化的真實性議題探討 35 2.2.1. 從紀念品談文化商品化的真實性議題 35 2.2.2. 文創商品與一般商品的差異 38 2.2.3. 文創商品的文化商品化過程 41 2.3. 從文創商品的社會價值,反思設計師的社會責任 49 2.3.1. 從人類需求探討文化對文創商品的價值 50 2.3.2. 從設計的本質談文化與設計的關係 53 2.3.3. 文創商品發展下的設計師社會責任 56 2.4. 小結 57 2.4.1. 文創商品的本質與其追求的價值 57 2.4.2. 文創商品與消費者的互動 58 2.4.3. 文創商品真實性議題討論範圍 59 第3章 研究方法與步驟 62 3.1. 研究設計 62 3.2. 研究流程 62 3.3. 研究方法與工具 64 3.3.1. 研究方法 65 3.3.1.1 文獻分析法 65 3.3.1.2 同儕審查法 65 3.3.1.3 深度訪談法 66 3.3.2. 樣本取樣 66 3.3.2.1 文章樣本取樣 66 3.3.2.2 圖片樣本取樣 68 3.3.2.3 深度訪談受訪者取樣 70 3.3.3. 訪談輔助工具與分析方法 72 3.3.3.1十字語意尺度表 72 3.3.3.2卡片分類法 73 3.3.3.3 紮根理論分析法 73 第4章 研究分析 76 4.1. 文獻分析法:真實性關鍵字確立 76 4.2. 同儕審查法:真實性感受驗證 77 4.2.1. 十字語意尺度測驗-真實性感受驗證 77 4.2.2. 卡片蒐集-文創商品核心價值關鍵字驗證 79 4.2.3. 同儕審查小結 80 4.3. 消費者深度訪談分析:真實性感受歷程建立 81 4.3.1. 社會面向分析 82 4.3.1.1社會觀感 83 4.3.1.2社會期待 88 4.3.1.3機會風險 94 4.3.1.4設計師的訊息傳達 98 4.3.1.5社會面向分析小結 100 4.3.2. 消費者體驗面向分析 101 4.3.2.1學習文化 101 4.3.2.2體驗文化 110 4.3.3.3 消費者體驗面向分析小結 121 4.3.3. 消費者深度訪談小結 122 4.3.3.1 文創商品真實性議題解構 122 4.3.3.2消費者文創商品體驗要素圖 124 4.3.3.3 文創商品真實性建構歷程 126 4.4. 專家深度訪談分析:意見與回饋 127 4.4.1. 專家訪談資料分析 128 4.4.1.1 專家訪談主軸性編碼 128 4.4.1.2文創商品消費者真實性感受脈絡分析圖修正 129 4.4.2. 文創商品真實性建構歷程與消費者文創商品體驗要素圖修正 158 4.4.2.1 文創商品真實性建構歷程 158 4.4.2.2 消費者文創商品體驗要素圖 162 第5章 研究結論與建議 165 5.1. 文化與商業之間:虛假的文創? 165 5.1.1. 多元文化背景遇上單一文化形象的追尋 165 5.1.2. 文創商品的標準與濫用 166 5.1.3. 文創商品的本質與追尋的價值 167 5.2. 文創商品真實性議題解構 169 5.2.1. 消費者真實性感受 169 5.2.2. 從個體感受到社會建構真實性 171 5.2.3. 文創商品創造真實性的全貌 172 5.3. 設計師責任與真實性的重要性 174 5.3.1. 文創商品設計師訊息的傳遞能力與影響力 174 5.3.2. 瞭解機會與風險:追求真實性以降低風險 175 5.3.3. 文創商品的期待 176 5.4. 後續研究建議 177 參考文獻 178 附錄列表 188

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