隨著平台經濟與零工經濟的興起，攝影服務市場出現了總體產值成長，但個別攝影師卻陷入價格戰與服務商品化的矛盾窘境。為協助攝影師了解消費者在選擇攝影服務時，除價格以外最重視的因素是什麼，本研究透過文獻回顧及自身經歷初步整理出消費者可能重視的服務屬性，並使用聯合分析法（Conjoint Analysis）進行兩階段問卷調查。第一階段問卷從九項服務屬性中篩選出「拍攝風格」、「售後服務」、「前期諮詢」、「定價方案」四項最終屬性。第二階段則使用統計軟體SPSS之正交設計（Orthogonal Design）產生八張產品受測卡，並請262位受測者依據其偏好排序。

分析結果顯示，整體受測者對於攝影服務之屬性偏好重要程度，由高到低依序為「拍攝風格」、「售後服務」、「前期諮詢」及「定價方案」。最佳產品組合則為「依客戶指示的風格」、「面對面諮詢」、「部分補拍的售後服務」與「固定價格表」。本研究亦進一步依據樣本特徵進行分類，以瞭解不同群體對於最佳服務組合的差異。透過此次研究結果，可為攝影師與相關視覺創意服務業者，提供一套以信賴與保障為核心的經營策略，並在文末提出具體的管理意涵，期望能協助業界攝影師在競爭激烈的市場中，建立差異化的服務價值。

With the rise of the platform and gig economies, the Taiwanese photography market has expanded in overall value, yet individual photographers increasingly face price wars and service commodification. To determine which non-price factors consumers value most when selecting a photographer, this study first reviewed the literature and integrated personal experience to compile a preliminary list of service attributes. A two-stage conjoint‐analysis design was then employed. In Stage 1, an initial set of nine attributes was reduced—via an importance-rating survey—to four key dimensions: shooting style, after-sales service, pre-shoot consultation, and pricing scheme. In Stage 2, an orthogonal design in SPSS generated eight product profiles, which were rank-ordered by 262 respondents.
The aggregate analysis indicates that consumers prioritize attributes in the following order: shooting style, after-sales service, pre-shoot consultation, and pricing scheme. The most preferred service configuration combines are: client-directed shooting style, face-to-face consultation, partial reshoot after-sales guarantee, and a fixed price list. Subgroup analyses further reveal meaningful heterogeneity in ideal combinations across demographic and experiential segments.
These findings offer photographers and other visual-creative service providers a data-driven framework for differentiating their offerings around trust and risk mitigation. Practical recommendations are proposed to help practitioners move beyond price competition and build sustainable service value in an increasingly competitive market.

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