| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 93 === The premise of this research is to view the decision process that the audience chooses to be the pay member of performing arts as a consuming behavior, and this research takes this consumer behavior for the studying topic. The researcher interviews the audience who is or was the pay member of performing arts, and analyzes the interviewing data by the Grounded Theory’s process from Open Coding, Axial Coding, to Selective Coding for building a pay member’s consumer behavior in Taiwan’s performing arts. Besides, according to the pay member’s consumer behavior, the researcher proposes suggestions to performing arts organizations and discusses the practical feasibility of these suggestions by interviewing the performing arts organizations.
In order to study the decision process that the audience chooses to be the pay member of performing arts, the researcher interviews 20 audiences who are pay members from different performing arts organizations. The research analyzes the interviewing data by Grounded Theory: firstly it gets 76 concepts in the process of Open Coding, and then integrates the concepts into 16 categories in the process of Axial Coding, finally refines the categories into 5 central categories which are respectively “the cultivation of interests and motivation”, “the media of awareness and contact”, “the combination of decision factors”, “personality”, and “the feedback reaction”. According to the relationship of these categories the research builds up a pay member’s consumer behavior in Taiwan’s performing arts. In addition, the researcher also interviews three performing arts organizations which respectively are “Cloud Gate”, “Godot Theatre”, and “Performance Workshop”. During the interview, the researcher discusses the pay member’s consumer behavior with these three organizations and they also assess the feasibility of the suggestions which this research proposed. By this method, this research hopes can develop the more practicable suggestions of the membership system. in Taiwan’s performing arts.
In the conclusion of this research, the researcher proposes not only the advantage and disadvantage of the performing arts’ membership system, and also the suggestions of direction to improve the membership system in Taiwan’s performing arts.
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