科技藝術展覽互動性對消費者影響之探究

Abstract

本研究目的在於，探究觀眾消費科技藝術展覽的動機，以及科技藝術當中互動特質如何影響消費者。本研究屬於質性的個案研究，研究個案為翡冷翠股份有限公司主辦之科技藝術展，展覽名稱為印象派150週年光影藝術展，舉辦時間於2023年12月28日至2024年04月07日，舉辦地點位於華山1914文化創意產業園區。透過文獻探討，並深度訪談研究個案當中之相關研究對象，以及10位消費觀眾。研究結果指出，消費者對於科技藝術展覽的主題、對科技藝術展覽本身感興趣、以及同儕影響，是主要吸引觀眾願意消費的動機，而行銷宣傳、消費過其它科技藝術展覽的良好經驗、對科技藝術展覽感到好奇，也是觀眾願意消費的重要因素；而科技藝術展覽的互動特質，不是主要影響觀眾的消費動機，卻影響消費者對於科技藝術展覽體驗的感受；此外本研究也發現科技藝術展覽的空間設計，也會影響消費者觀展的體驗，而這些原因也進階影響品牌形象與詮釋，一個具有品牌形象之場地，更可以提高觀眾的價值感與信任度，本研究的貢獻在於，對未來科技藝術的展覽、節目宣傳、行銷企劃，提供學術與實務上之參考。The purpose of this study is to explore the audience’s motivations for consuming technology arts exhibitions, and how the interactive characteristics of technology arts affect consumers. The methodology of this research is a qualitative case study. The case of technology arts exhibition is hosted by FIREN CULTURAL. The exhibition is called “The 150th Anniversary of Impressionism.” It is held from December 28, 2023 to April 07, 2024. The venue is located in HUASHAN 1914 CREATIVE PARK. The research methods include literature review and in-depth interviews with relevant research subjects in the research case, as well as 10 consumer audiences. The research results point out that consumers’ theme of technology arts exhibitions, interest in technology arts exhibitions, and peer influence are the main motivations that attract audiences to consume technology arts exhibitions. Marketing publicity, good experience in consuming other technology arts exhibitions, and interest in technology arts exhibitions are important motivations. Being curious about arts exhibitions is also an important factor in the audience’s willingness to consume. The interactive characteristics of technology arts exhibitions do not mainly affect the audience’s consumption motivation, but affect consumers’ feelings about the technology arts experience. In addition, this study finds that the space design of technology arts exhibition will also affect consumers’ experience of visiting the exhibition. A venue with a brand image can also improve the audience’s sense of value and trust. The contribution of this research is to provide academic and practical reference for future program promotions and marketing planning of technology arts exhibitions.