藝起創業：臺灣藝人副業經營的心路歷程分析

Abstract

在演藝產業快速變動與媒體平台高度網絡化的背景下，臺灣愈來愈多藝人選擇發展副業，以應對演藝工作的不確定性與職涯轉型需求。然而，藝人作為承載高度曝光與公眾形象的特殊職業，其進入創業領域的歷程，常伴隨身分重構、商業能力補足與信任關係重建等挑戰，若缺乏經驗與支持，易陷經營失誤與合作破裂。本研究以「藝起創業：臺灣藝人副業經營的心路歷程分析」為題，採質性研究方法，聚焦探討藝人創業過程中的關鍵動機、經營策略、角色轉化與心理調適歷程，旨在歸納出創業藝人常見失敗風險與應對經驗，作為日後實務參考。研究以半結構式深度訪談八位具有副業經驗的臺灣藝人（A至H）及其創業夥伴，運用主題分析法整理出五大核心主題：一、創業動機與契機；二、角色定位與藝人身分影響；三、經營與合作經驗；四、挑戰與轉折歷程；五、成功關鍵與未來展望。研究發現指出：藝人創業動機多元，涵蓋收入補充、理念實踐與職涯布局等；但其藝人身分雖具品牌導流優勢，亦隱含管理經驗不足、過度授權或依賴合夥人等風險；副業合作若未建立明確制度與角色劃分，則易發生分工失衡與決策模糊；此外，能否適應創業帶來的心理轉折與壓力調適，是影響藝人副業能否長期經營的關鍵。整體而言，本研究不僅補足過往對藝人副業實踐缺乏的理論觀察，更提供一套有助於辨識風險、強化經營策略與建立健康合作關係的參照架構，對於內容創作者、KOL及其他從事個體品牌經營者在創業路上的失敗預防與永續發展，具有高度實務價值。

In the context of a rapidly evolving entertainment ecosystem and the increasing digitalization of media platforms, a growing number of Taiwanese entertainers are launching side businesses to mitigate career uncertainty and facilitate professional transformation. However, given their high public visibility and image burden, entertainers often encounter unique challenges when transitioning into entrepreneurship, such as identity reconstruction, the development of business competencies, and the reconfiguration of interpersonal trust. Without sufficient experience and support, these ventures can easily result in operational missteps or partnership breakdowns.This study, titled “Starting Up Together: A Narrative Analysis of Taiwanese Entertainers’ Entrepreneurial Journeys in Side Businesses”, adopts a qualitative research approach to explore entertainers’ motivations, management strategies, role transitions, and emotional adjustments throughout the entrepreneurial process. The primary aim is to identify common pitfalls and coping strategies that can serve as practical guidance for future celebrity entrepreneurs.Using semi-structured in-depth interviews, data were collected from eight Taiwanese entertainers (Participants A–H) with side business experience, along with their business partners. Through thematic analysis, five major themes were extracted: (1) entrepreneurial motivations and opportunities, (2) role positioning and the influence of celebrity identity, (3) operational and collaborative experiences, (4) challenges and psychological turning points, and (5) success factors and future outlook.Findings indicate that entertainers’ motivations for entrepreneurship are diverse, encompassing income supplementation, value realization, and long-term career planning. While celebrity status offers brand leverage, it also poses risks related to insufficient managerial expertise, excessive delegation, or overdependence on partners. Without clear institutional structures and well-defined roles, collaborative efforts may suffer from role ambiguity and decision-making conflicts. Furthermore, the ability to manage psychological pressure and adapt to entrepreneurial transitions is a key determinant of long-term business sustainability.Overall, this study not only fills a theoretical gap regarding entertainers’ entrepreneurial practices but also establishes a practical reference framework for identifying risks, strengthening business strategies, and fostering healthy partnerships. The findings offer valuable implications for content creators, key opinion leaders (KOLs), and other individual brand entrepreneurs in preventing failure and sustaining development in their entrepreneurial endeavors.