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研究生： 李季禪
Lee, Amy
論文名稱： 美學與記憶: 主觀性如何影響真實性的認知
Aesthetic and Memory: How Subjectivity Influences Authenticity Perception
指導教授： 高如妃
Kao, Faye Jufei
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士在職專班
Institute of International Management (IIMBA--Master)(on the job class)
論文出版年： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 66
中文關鍵詞： 美學 、記憶 、真實性感知
外文關鍵詞： Aesthetic, Memory, Authenticity Perception
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    • 當文創成為主流的新經濟體，各國爭先恐後的發展自己的文創產業，台灣當然不落人後。真實性在文化傳承上佔有重要的地位，當消費者看不到文化的真實性，文創商品就無法與一般商品區別出來。然而，現在的消費者不再只是滿足於商品的功能性，更而追求商品能帶來心靈上的享受，美學儼然成為不可缺少的設計元素。美麗的東西總是能帶給人心靈層面的滿足。當消費者面對商品抉擇時，他們從記憶中，找尋任何與商品有最大關聯的記憶，此記憶將影響消費者抉擇。此篇論文提出美學與記憶會如何影響文化與創意商品真實性。
    從三個實驗研究發現，當文創商品是高真實性，美學是無法影響消費者對於此商品的真實性感知。而當文創商品是低真實性，美學會增進消費者對於此商品的真實性感知。換句話說，美學能將低真實性的商品提升為高真實性商品。而消費者的記憶會影響商品的真實性。當消費者對某個商品具有比較高的記憶，消費者將會認定此商品是高真實性的。記憶對美學有所影響，當消費者對某個商品具有比較高的記憶，消費者將會認定此商品是高美學的。

    When Cultural and Creative Industry have become the mainstream economy, countries are scrambling to develop their own Cultural and Creative Industry. Of course Taiwan certainly does not fall behind. Authenticity plays an important role in the cultural heritage. When consumers cannot perceive authenticity, there is no different between cultural and creative product and general merchandise. Therefore, the value of cultural and creative product cannot be seen. Also, consumers are no longer satisfied with function aspect, they pursuit higher level of enjoyment. They asked for spiritual fulfillment rather than pure utilitarian. Thus, aesthetic has become an indispensable element in product or service design. When consumer making the consumption decision, they retrieved or recalled any possible information from their memory to use as cues for the decision making. Therefore, the purpose of this thesis is to understand how aesthetic and memory influence authenticity perception. The finding indicated that aesthetic only has effect on authenticity perception when the merchandise is low in authentic. In such situation, aesthetic can positively enhance authenticity perception. Also, when consumers have higher memory or stronger memory toward certain merchandise, they think this merchandise is more authentic than other merchandise. Moreover, memories overpower the effect of aesthetic on authenticity perception.

    ABSTRACT I 摘要 II ACKNOWLEDGEMENTS III TABLE OF CONTENTS IV LIST OF TABLES I LIST OF FIGURES I CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 Development of Cultural and Creative Industry. 2 1.1.2 Laws & Regulations of Cultural and Creative Industry. 3 1.1.3 Economic Growth of Cultural and Creative Industry. 4 1.1.4 Job Opportunities and Worldwide Competitive Advantage. 7 1.2 Research Motivation. 9 1.3 Research Objectives and Study Scope. 10 1.4 Research Process. 11 CHAPTER TWO LITERATURE REVIEW 12 2.1 Definition of Cultural and Creative Products. 12 2.2 Literature Review on Authenticity. 13 2.3 Literature Review on Aesthetic. 14 2.4 Literature Review on Memory. 17 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 20 3.1 Conceptual Models. 20 3.2 Methodology. 20 3.2.1 Study 1. 21 3.2.2 Study 2. 23 3.2.3 Study 2 Result. 24 3.2.4 Study 2 Conclusions. 26 3.2.5 Study 3. 27 CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION 29 4.1 Study 1: Qualitative Exploratory Study. 29 4.1.1 Memories. 29 4.1.2 Aesthetic. 32 4.1.3 Study 1 Discussion. 32 4.2 Study 2. 33 4.3 Study 3: Experimental Design. 33 4.3.1 Manipulation Check for Authentic and Aesthetic. 34 4.3.2 Testing Hypothesis 1. 35 4.3.3 Manipulation Check for Memory. 37 4.3.4 Testing Hypothesis 2. 39 4.3.5 Testing Hypothesis 3. 40 4.2.5 Study 3 Discussion. 42 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 44 5.1 Research Conclusions. 44 5.2 Theoretical Implications. 45 5.3 Managerial Implication. 45 5.4 Research Limitations and Future Research Direction. 47 REFERENCES 48 APPENDICES 51 Appendix 1: Study 1: Qualitative Interview Result 51 Appendix 2: Study 2: Questionnaire Survey 55

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