| 摘要: | 「文化創意產業」是由「文化產業」衍生而來，在近幾年來，「文化產業」在世界各國漸漸轉向「創意」為主的經濟型態。台灣文化創意產業已在發展的階段，並受到相當的重視，科技與文化創意產業的結合除了提昇產業的價值外，網路也成為表演藝術團體行銷的工具之一。為了瞭解台灣表演藝術網站目前所提供的內容資訊，本研究以《表演藝術年鑑2007》所列出2007年所展演過之表演團體，總計41個表演藝術團體（分為音樂類、舞蹈類、兒童戲劇類、現代戲劇類以及傳統類五大類）為分析對象，藉由內容分析法探討表演藝術團體網站目前所呈現的內容資訊，並發展層級架構作為網站經營之重要性指標。 本研究將表演藝術團體網站內容分為「企業網路」、「商務機制」、「溝通互動」三大功能進行檢視:分析結果發現「企業網路」顯示類目「企業形象」與「內容資訊」所佔百分比較其他類目高、「商務機制」則是「產品資訊」與「物流服務」為主、「溝通互動」的部分為「互動平台」與「教育推廣」最為常見。 後半部份以內容分析之類目進行修正後成為AHP架構圖，藉由網站經營者、網站使用者以及學者等相關背景專家進行專家問卷。分別對於為「畫面設計」、「企業網路」、「商務機制」、「溝通互動」四個構面16項準則進行分析。AHP研究結果顯示「企業網路」構面最為重要，其次依序為「畫面設計」、「溝通互動」、「商務機制」。其次，經由80/20法則找出主要關鍵準則分別為「內容資訊」、「網站易讀性」、「團體背景」、「會員服務」、「產品資訊」、「語言選擇」、「視覺設計」、「互動平台」、「企業網路」等九項。 本研究針對41個表演藝術團體網站進行內容分析法以及AHP進行分析結果，在「企業網路」構面的部分，不管是內容分析法所得到的結果，或是AHP專家問卷的調查所佔比重皆較高，因此本研究建議各表演藝術網站經營者，可著重在「企業網路」功能檢視的開發，進而建構出符合網站使用者資訊需求的服務性指標。
＂Cultural and creative industry＂ derived from ＂Cultural industry＂. In recent years, ＂Cultural industry＂ is gradually turning towards the economical patterns based on ＂creativity＂ in countries all over the world. Taiwan cultural and creative industry is already at the developed stage and attached with considerable importance. Integration between technology and cultural and creative industry not only promotes values for the industry, and we notice that the internet also becomes one of the tools marketing the performing arts groups. Thus, in order to understand the content information currently provided by Taiwan performing arts websites, this research adopted the 41 performing arts groups performed in the past, also listed within the《Performing Arts Yearbook 2007》(categorized as groups in music, dancing, children drama, contemporary drama and traditional, a total of five) as the research subjects. With further content analysis, this research explored content information presented on the websites sponsored by performing arts groups in addition to developing the hierarchies to serve as the vital indices for website operation. This research classified website contents for performing arts groups into three major functionalities as ＂enterprise networking＂, ＂commercial mechanism＂ and ＂communication and interaction＂ for further examination. Findings discovered that ＂enterprise networking＂ expressed categories like ＂corporate image＂ and ＂content information＂ and their percentages were higher than those of the other categories. ＂Commercial mechanism＂ was based on ＂product information＂ and ＂logistic service＂. And ＂communication＂ was commonly seen in the form of ＂interactive platform＂ and ＂education promotion＂. The latter half of this research proceeded to rectification in AHP architectural diagram based upon the categories from content analysis.Through website operators, users and scholars of related backgrounds, this research conducted expert surveys. And analyses were conducted based on four profiles like ＂Screen design＂, ＂enterprise networking＂, ＂commercial mechanism＂ and ＂communication and interaction＂ and 16 guidelines. AHP research findings indicated that ＂enterprise networking＂ profile was the most important one, followed by ＂screen design＂, ＂communication and interaction＂ and ＂commercial mechanism＂. Next, by using the 80-20 Rule, this research located a total of 9 key guidelines separately as ＂content information＂, ＂website legibility＂, ＂group background＂, ＂membership service＂, ＂product information＂, ＂language selection＂, ＂visual design＂, ＂interactive platform＂ and ＂enterprise networking＂. This research conducted content and AHP analysis as opposed to 41 websites sponsored by performing arts groups. Findings indicated that, in the ＂enterprise networking＂ profile, it does not matter basing on either the findings from content analysis or the AHP expert survey, this profile had considerably high ratio from these two. Therefore, this research recommends that each website operator sponsored by performing arts groups be focusing on the inspection and development for ＂enterprise networking＂ functionality so as to establish the service indices matching to the information needs from website users. |
