Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/130652
|
| Title: | 藝文活動平台未來契機探討
Discovery of the Future Opportunities of Art and Cultural Activities Platform |
| Authors: | 呂智隆
Lu, Chih-Lung |
| Contributors: | 韓志翔
呂智隆
Lu, Chih-Lung |
| Keywords: | 平台
藝文表演
服務品質
顧客滿意
商業模式 |
| Date: | 2020 |
| Issue Date: | 2020-07-01 14:03:19 (UTC+8) |
| Abstract: | 近年來隨著網路科技的發達與平台經濟的盛行，在各大產業中相繼出現平
台企業的經營，如零售業的 Amazon 及蝦皮購物、旅遊業的 Airbnb、外送餐飲業的 Uber Eats 及 Foodpanda、或是社交類的 Facebook、Instagram 等等，唯獨藝文產業尚未出現一強而有力的整合型平台。與此同時，台灣的藝文產業卻發展地相當艱辛：藝文市場人才的供給逐年攀升，但一般大眾觀賞表演的需求卻沒有相應增加，呈現供需失衡的問題。藝文市場未能健全運作，其中一部分的原因與藝文平台未能有效運作有關。
有鑑於此，本研究利用 Alexander Osterwalder 所提出的商業模式九宮格，參考各大知名台的設計，並結合平台設計與推薦系統原理，自行提出一套全新的藝文平台商業模式與介面設計，命名為 LiveX。同時，本研究採用服務品質與顧客滿意度等相關理論設計驗證架構，並以兩廳院 OpenArts 平台進行比較，藉由個別訪談、焦點團體訪談及專家業者訪談進行商業模式及介面設計的驗證。
研究結果發現：藝文平台內建個人化活動推薦系統、具 Instagram 水準的使用者體驗、具參考性的活動評價機制有助於提升平台服務品質。然而，作為一個新創平台，若要成功維運或提供專業化人士的接洽服務，需先提升平台的信譽與安全性，才能讓使用者在平台放心地進行付費交易。
在經營策略的部分，建議藝文平台經營者可從「吸引用戶」、「促進互
動」、「媒合」三個部分做優化改善：在吸引用戶的部分，應儘量符合使用者的期望做功能與介面的優化；在促進互動的部分，應思考如何提升平台的網絡外部性，藉以提升平台藝文資訊的曝光度；在促進媒合的部分，應善用大數據及 AI 技術，為使用者提供個人化的活動推薦，進而提升使用者對藝文表演活動的興趣。
In recent years, with the development of Internet technology and the prevalenceof platform economy, platform companies have emerged in various industries such as Amazon and Shopee in the retail trade, Airbnb in tourism, Uber Eats and Foodpanda in the food and the beverage industry, or social media such as Facebook, Instagram,etc. However, there isn`t a strong and integrated platform emerged in the art and performance industry. At the same time, Taiwan`s arts and performance industry are under a tough circumstance： the supply of talents in the arts and performance market is increasing year by year, but the general public`s demand for performances has not increased accordingly, presenting a problem of the imbalance between supply and demand. The art and performance market has failed to operate soundly; part of the reason is that the art platform has failed to operate effectively.
This study used Osterwalder and Pigneur `s business model canvas analysis, combined with the design of well-known platforms and the theory and tactics of the platform operation to propose a new design of art and performance platform, named LiveX. At the same time, this study used SERVQUAL and customer satisfaction theories to design a verification framework and compared it with the
OpenArts app. The business model and interface design are verified through individual interviews, focus group interviews, and expert interviews.
The results of the study showed that the built-in personalized activity recommendation system, the user experience similar to Instagram, and the referenced
activity evaluation mechanism of the art and performance platform help improve the service quality of the platform. However, as a new platform, in order to successfully maintain operation or provide professional contact services, it is necessary to improve the credibility and security of the platform before users can safely make payment transactions on the platform.
As for art and performance platform strategy, it is recommended that the operator of the art platform can improve the platform from the following three perspectives, which are "attracting users", "promoting interaction" and "matching"：In order to attract users, the operator should meet the user`s expectations to improve the function and the interface of the platform; for the purpose of promoting interaction, the operator should consider how to create the platform`s network externality, thereby enhancing the exposure of the platform`s artistic information; in light of promoting matchmaking, the operator should make good use of big data and AI technology to provide personalized activity recommendations for users to further draw the users` interest in artistic performances. |
| Reference: | 一、中文文獻
1. 黃俊豪（2015）：《政府開放資料之應用—以「藝文控」推薦系統應用程式為例》。國立台北教育大學數位科技設計學系玩具與遊戲設計碩士學位論文。
2. 許美玲（2018）：《表演藝術場館行動服務設計之探討—以國家兩廳院為例》。國立臺北大學企業管理研究所碩士班論文。
3. 堯沛雯（2014）：《整合內容式與協同過濾法於即時服裝檢索。國立臺灣科技大學電機工程系所碩士學位論文》。
4. 黃純敏、林重佑、黃進瑞（2013）：〈結合學習向量量化與協同過濾之交換混合式過濾電影推薦架構〉。《資訊管理學報》，20 卷，4 期，頁423～448。
5. 李淑芳（2008）：〈購物網站之網路顧客關係管理對忠誠度影響—顧客觀點〉。《中華民國資訊管理學報》，15 卷，4 期，頁177~203。
6. 陳瑞順、陳麒文（2006）：〈網頁個人化行銷技術應用概況以及在市場績效上的影響-以台灣電子商務為例〉。《國立交通大學資訊管理研究》，6 期，頁47~62。
7. 侯驍紋（2018）：《網路購物平台服務使用者滿意度、品牌忠誠度與再購意願之研究—以蝦皮購物為例》。政治大學企業管理研究所碩士論文。
8. 王文峰（2010）：《C2C 電子商務平台服務質量對賣家用戶滿意度影響的實證研究》。東北財經大學企業管理碩士論文。
9. 楚世偉（2016）：《電商平台的技術質量和規則質量對賣家滿意度的影響研究》。吉林大學企業管理碩士論文。
10. 胡幼慧，周雅容（1996）：〈婦女與三代同堂：老年婦女的經濟依賴與居住困境探索〉。《婦女與兩性學刊》，7 期，頁27~57 。
11. 周雅容（1997）：〈焦點團體法在調查研究上的應用〉。〈調查研究〉，3期，頁51~73。
12. 行政院文化建設委員會文化統計，2005~2006。取自文化部網站：https：//stat.moc.gov.tw/eBook_List_Dtl.aspx?RID=20052006
13. 陳乃慈（2017）。美感也是競爭力 推廣藝文競爭力從何下手？文化風向球：專訪葉丙成。取自全國文化會議網站：https：//nccwp.moc.gov.tw/interview_18
14. 教育部統計處教育統計查詢網。https：//stats.moe.gov.tw/
15. 2013~2018 兩廳院售票系統消費行為報告。https：//artsticketreport.npacntch.org/2019/
二、英文文獻
1. Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty： A contingency framework. Psychology & Marketing, 20(2), 123-138.
2. Anderson, C. (2006). The long tail： Why the future of business is selling less of more. Hachette Books.
3. Bertrand, K. (1989). In service, perception counts. Business Marketing, 74(4), 44-50.
4. Bonchek, M., & Choudary, S. P. (2013). Three elements of a successful platform strategy. Harvard Business Review, 92(1-2). Retreieved from： https：//hbr.org/2013/01/three-elements-of-a-successful-platform.
5. Boothe, R. (1990). Who defines quality in service industries. Quality Progress, 23(2), 65-67.
6. Breese, J. S., Heckerman, D., & Kadie, C. (2013). Empirical analysis of predictive algorithms for collaborative filtering. arXiv preprint arXiv：1301.7363. Retreieved from： https：//arxiv.org/abs/1301.7363.
7. Burgess, L. (2004, October). A Conceptual framework for understanding and measuring perceived service quality in net-based customer support systems. In CollECTeR LatAm Conference, Santiago, Chile, 13-15.
8. Burke, R. (2002). Hybrid recommender systems： Survey and experiments. User modeling and user-adapted interaction, 12(4), 331-370.
9. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
10. Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e-commerce web site quality： an empirical examination. Industrial Management & Data Systems.
11. Cadotte, E. R., Woodruff, R. B., & Jenkins, R. L. (1987). Expectations and norms in models of consumer satisfaction. Journal of Marketing Research, 24(3), 305-314.
12. Christodoulides, G., & Michaelidou, N. (2010). Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27(1-2), 181-197.
13. Cenfetelli, R. T., Benbasat, I., & Al-Natour, S. (2008). Addressing the what and how of online services： Positioning supporting-services functionality and service
quality for business-to-consumer success. Information Systems Research, 19(2), 161-181.
14. Chesbrough, H. (2010). Business model innovation： opportunities and barriers. Long Range Planning, 43(2-3), 354-363.
15. De Campos, L. M., Fernández-Luna, J. M., Huete, J. F., & Rueda-Morales, M. A.(2010). Combining content-based and collaborative recommendations： A hybrid approach based on Bayesian networks. International Journal of Approximate Reasoning, 51(7), 785-799.
16. Desrosiers, C., & Karypis, G. (2011). A comprehensive survey of neighborhoodbased recommendation methods. In Recommender systems handbook, 107-144.
Springer, Boston, MA.
17. Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference： validating e-commerce metrics. Information Systems
Research, 13(3), 316-333.
18. Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard Business Review, 84(10), 92. Retrieved from： https：
//edisciplinas.usp.br/pluginfile.php/1704705/mod_resource/content/1/Eisenmann%20-%20Estrat%E2%80%9Agias%20para%20mercados%20multilaterais.pdf.
19. Ellahi, A., & Bokhari, R. H. (2013). Key quality factors affecting users` perception of social networking websites. Journal of Retailing and Consumer
Services, 20(1), 120-129.
20. Emeka, A. (2017). On Africa’s fragmented markets： Innovators can win by developing platforms. Retrieved from https：//medium.com/@eajene/africaninnovators-
can-win-by-developing-platforms-that-unify-africas-fragmented-marketsef8480832ab1 (Oct. 30, 2019).
21. Efthymiou, M., Njoya, E. T., Lo, P. L., Papatheodorou, A., & Randall, D. (2019). The Impact of Delays on Customers` Satisfaction: an Empirical Analysis of the British Airways On-Time Performance at Heathrow Airport. Journal of Aerospace Technology and Management, 11.
22. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index： nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
23. Felson, M., & Spaeth, J. L. (1978). Community structure and collaborative consumption： A routine activity approach. American Behavioral Scientist, 21(4),
614-624.
24. Francken, D. A. (1983). Postpurchase consumer evaluations, complaint actions and repurchase behavior. Journal of Economic Psychology, 4(3), 273-290.
25. Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3(1), 27-51.
26. Ghobadian, A., Speller, S., & Jones, M. (1994). Service quality. International Journal of Quality & Reliability Management, 11(9), 43-66.
27. Gronroos, C. (1984). A service quality model and its marketing implications.
28. Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of marketing, 69(2), 84-96.
29. Holloway, B. B., Wang, S., & Parish, J. T. (2005). The role of cumulative online purchasing experience in service recovery management. Journal of Interactive
Marketing, 19(3), 54-66.
30. Janda, S., Trocchia, P. J., & Gwinner, K. P. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management,
13(5), 412-431.
31. Jones, K., & Leonard, L. N. (2007). Consumer-to-consumer electronic commerce： a distinct research stream. Journal of Electronic Commerce in
Organizations (JECO), 5(4), 39-54.
32. Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68.
33. Johnson, M. W., & Lafley, A. G. (2010). Seizing the white space: Business model innovation for growth and renewal. Harvard Business Press.
34. Koren, Y., & Bell, R. (2015). Advances in collaborative filtering. In Recommender systems handbook, 77-118. Springer, Boston, MA.
35. Khristianto, W., & Suyadi, I. (2012). The influence of information, system, and service on customer satisfaction and loyalty in online shooping of forum Jual Beli Kaskus. US, Malang Region. International Journal of Academic Research, 4(2). Retrieved from： https：
//www.academia.edu/2313509/The_Influence_of_Information_System_Quality_and_
36.Service_Quality_on_Customer_Satisfaction_and_Loyalty_in_Online_Shopping_In ternational_Journal_of_Academic_Research_IJAR_Vol._4_No.2_2012_.
37. Kim, J., & Lee, J. (2002). Critical design factors for successful e-commerce systems. Behaviour & Information Technology, 21(3), 185-199.
38. Knodel, J. (1993). The design and analysis of focus group studies： A practical approach. Successful focus groups： Advancing the state of the art, 1, 35-50.
39. Kotler, P. (1999). Marketing management： The millennium edition (Vol. 199). Upper Saddle River, NJ： Prentice Hall.
40. Kotler, P. (2009). Marketing management： The millennium edition (13th ed.). Upper Saddle River, NJ： Prentice Hall.
41. Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail & Distribution Management, 33(2),
161-176.
42. Liao, Z., & Cheung, M. T. (2002). Internet-based e-banking and consumer attitudes： an empirical study. Information & Management, 39(4), 283-295.
43. Liao, Z., & Cheung, M. T. (2001). Internet-based e-shopping and consumer attitudes： an empirical study. Information & Management, 38(5), 299-306.
44. Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping
customer satisfaction in China： a holistic perspective. International Journal of
Retail & Distribution Management, 36(11), 919-940.
45. Luka, L. (2018). Platform Revolution： The case of Automotive sharing platforms.
46. Lops, P., De Gemmis, M., & Semeraro, G. (2011). Content-based recommender systems： State of the art and trends. In Recommender systems handbook, 73-105.
Springer, Boston, MA.
47. Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. Mis Quarterly, 1131-1144.
48. Martin, K., & John, Z. (2016). The rise of the platform economy. Science and
Technology, 32(3), 61-69.
49. Manber, U., Patel, A., & Robison, J. (2000). Experience with personalization of Yahoo!. Communications of the ACM, 43(8), 35-39.
50. Morris, M., Schindehutte, M., & Allen, J. (2005). The entrepreneur`s business model： toward a unified perspective. Journal of Business Research, 58(6), 726-735.
51. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of
satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
52. Osterwalder, A., & Pigneur, Y. (2010). Business model generation： a handbook for visionaries, game changers, and challengers. John Wiley & Sons.
53. Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform Revolution： How Networked Markets Are Transforming the Economy? and How to Make Them Work for You. WW Norton & Company.
54. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
55. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual： A multipleitem scale for measuring consumer perc. Journal of Retailing, 64(1), 12-40.
56. Palese, B., & Usai, A. (2018). The relative importance of service quality dimensions in E-commerce experiences. International Journal of Information
Management, 40, 132-140.
57. Porter, M. E., Blenko, M., Christensen, C. M., Collins, J. C., Gadiesh, O., Gilbert, J. L., ... & Mankins, M. C. (2010). HBR`s Must-reads on Strategy. Harvard Business School Publishing Corporation.
58. Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer`s urge to buy impulsively. Information Systems
Research, 20(1), 60-78.
59. Ranganathan, C., & Grandon, E. (2002). An exploratory examination of factors affecting online sales. Journal of Computer Information Systems, 42(3), 87-93.
60. Riecken, D. (2000). Introduction： personalized views of personalization. Communications of the ACM, 43(8), 26-28.
61. Sasser, W. Earl, Olsen, R. Paul, & Wyckoff, D. Daryl. (1978). Management of service operations ： text, cases, and readings. Boston (Mass.)： Allyn and Bacon.
62. Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in
Marketing, 20(2), 153-175.
63. Shim, J. P., Shin, Y. B., & Nottingham, L. (2002). Retailer web site influence on customer shopping： exploratory study on key factors of customer
satisfaction. Journal of the Association for Information Systems, 3(1), 53-76.
64. Smyth, B., & Cotter, P. (2000). A personalised TV listings service for the digital TV age. Knowledge-Based Systems, 13(2-3), 53-59.
65. Symeonidis, P., Nanopoulos, A., & Manolopoulos, Y. (2008). Providing justifications in recommender systems. IEEE Transactions on Systems, Man, and
Cybernetics-Part A： Systems and Humans, 38(6), 1262-1272.
66. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers` purchase
intentions. Journal of Retailing, 70(2), 163-178.
67. Tan, C. W., Benbasat, I., & Cenfetelli, R. T. (2013). IT-mediated customer service content and delivery in electronic governments： An empirical investigation of the antecedents of service quality. MIS Quarterly, 77-109.
68. Van Alstyne, M. W., Parker, G. G., & Choudary, S. P. (2016). Pipelines, platforms, and the new rules of strategy. Harvard Business Review, 94(4), 54-62.
69. Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2010). Strategic management and business policy. Upper Saddle River, NJ：Prentice Hall.
70. Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of Product & Brand Management, 9(1), 6-20.
71. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ： dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.
72. Yang, Z., & Jun, M. (2002). Consumer perception of e-service quality： from internet purchaser and non-purchaser perspectives. Journal of Business
Strategies, 19(1), 19-41.
73. Zeithaml, V. A. (1981). How cdnsuper evaluation processes dlffer between goods and serveces. In Conference： American Marketing Association First Services Marketing Conference, 186-190.
74. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality： implications for future research
and managerial practice. Marketing Science Institute.
75. Zhu, F. X., Wymer, W., & Chen, I. (2002). IT-based services and service quality in consumer banking. International journal of service industry management, 13(1), 69-90.
三、LiveX 平台設計圖片引用
1. 圖3.2.2：https：//kknews.cc/zh-tw/entertainment/g5q8g8.html
2. 圖3.2.3：https：//www.ettoday.net/news/20171228/1081546.htm
https：//v2.dcard.tw/f/funny/p/228300883
3. 圖3.2.4：https：//vocustaiwan.fandom.com/zhtw/
wiki/%E9%8B%BC%E7%90%B4%E4%B8%8B%E7%9A%84%E7
%A5%95%E5%AF%86
4. 圖3.2.5：https：//sites.google.com/site/quanqiufengline/home/line
5. 圖3.2.6：https：//www.youtube.com/watch?v=zdcf-zeMnvw
6. 圖3.2.7：https：//page.line.me/vsu7662w/media/77912096327102/item/3
https：//www.facebook.com/NccuSO
https：//m.1688.com/huo/b-
C0D6D1C5B3D8C0ADB6A1CEE8B5B8B7FE.html
7. 圖3.2.13：https：//kknews.cc/health/jvver8l.html
https：//www.pngwing.com/en/free-png-bopkx
http：//www.juimg.com/shiliang/201609/beijing_1019624.html |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363025 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363025 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000581 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 302501.pdf | | 11952Kb | Adobe PDF2 | 550 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
