Exploring Effects of Experiential Marketing on Cultural Creative Industries:A Case Study of TV Drama "Rookies' Diary"

• Main Authors: Chen,Chingchun, 陳靜君
• Other Authors: Tao,Shengping
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/82658885196106192478

碩士 === 國防大學政治作戰學院 === 新聞碩士班 === 99 === Given the combination of Cultural Creative Industry and the Experience Economy, this study applies the Experience Marketing to the most potential industry of Taiwan cultural creative industry, TV drama. Taking the case of "Rookies' Diary," this research examined viewers’ experience, experience value, attitude to the drama, and attitude to the Military, and explored the core variables as well as identified the causalities, by way of establishing “viewers’ experiential model”, in the hope to provide effective suggestions for producing relative military dramas in the future. Using Internet questionnaires, this study focused on the audience who had ever watched TV drama "Rookies' Diary". There are 380 valid samples by convenience sampling and social snowball sampling. Through the analysis of SPSS 18.0 and Amos7, and 8 participants’ in-depth interviews, in order to add information, solve questions, and understand unproved hypotheses, this study discovered some important findings as followed. Viewers’ experience has a positive and significant effect on experience value, and think experience has the highest relevance with experience value. Viewers’ experience has a positive and significant effect on attitude to the drama, and act experience has the highest relevance with attitude to the drama. Viewers’ experience has a positive and significant effect on attitude to the Military, and think experience has the highest relevance with attitude to the Military. There is no positive and significant moderating effect on the relationship between viewers’ experience and attitude to the drama regarding enlisted experience, nor has positive and significant moderating effect on the relationship between viewers’ experience and attitude to the Military. Experience value has a positive and significant effect on attitude to the drama and attitude to the Military. Regarding viewers’ experiential model, the experience value has no mediating effect on the relationship between viewers’ experience and attitude to the drama, while experience value has total mediating effect on the relationship between viewers’ experience and attitude to the Military. Both attitudes to the drama and to the Military suggest a positive and significant higher relevance. There are two attributions resulting from this study: first, to identify that TV drama is an effective tool to promote the military image. Secondly, to discover that “experience value” plays a core role in viewers’ experiential model. Therefore, we could shape citizens’ positive attitude to the Military by enforcing viewers’ cultural value, knowledgeable value, playful value, and aesthetic value.