| Summary: | 碩士 === 國立臺灣師範大學 === 表演藝術研究所 === 100 === The issue of cultural and creative industries is increasingly affected and developed in modern society. The unique cultural assets and variability of innovative thinking is the core value of the industries. However, performing arts is one of the important development projects in cultural creative industries. The abounding auditory and visual enjoyments, not only help people who living in the busy environment to relax and abate pressure, but help the audience to enhance the ability of aesthetics.
This research’s topic is “A Research on the Performing Arts Consuming Behavior of Non-Art major National Universities Undergraduates in Taipei city”. We attempted to use quantification research methods to survey. The research sample is from National Taiwan University, National Taiwan Normal University and National Taiwan University of Science and Technology undergraduates, the three universities have different educational patterns. In this survey, the total of questionnaires were 400, and the valid questionnaires were 361. The findings and results are summarized as follows：
First, research groups indicated that the "music" is the most favored; always use "internet", "TV" and "friends" to get performing arts information; and most use "internet ticketing system "and" convenience store "to buy ticket. The consumption of performing arts per month is under $300, and participates in performing arts activities is "1-2" per year. The most willing to buy the ticket price is "$300~500". Always participate the performing arts activities with "friends". The majority indicated that never buy the correlative merchandise. But the "performance program book" and "CD" have more purchase intention. Research groups more emphasis on "student ticket discount". On the other hand, the" ticket price "and" transportation "are important factor in consuming behavior strategic decision.
Second, we divided the research group into five types:"education type", "sex", "grade", "college group" and "economy", The findings and results are summarized as follows：
1. Technical education students’ consuming spending and participation rate are lower than the research universities and educational universities.
2. The male group whose participation and learning motivation is weak than female.
3. High-grade groups whose consuming decision relatively easy to be influenced by marketing strategies than low-grade groups
4. The science groups whose performing arts consuming spending, participation rate are less than liberal arts groups.
5. The performing arts consumption and economic have positive correlation.
From the statistical results, we can discover some potential impact factors in research group’s performing arts consuming behavior:
(1) Technical education students are not lack performing arts learning experiences. Actually, they receive relatively weak marketing message. Therefore, the "informal consumer education" is more influential than" formal school arts education" .
(2) Sex stereotypes affect the sex groups and college group have difference performing arts consumption habit and attitudes, such as learning, participating and consuming spending.
(3) The promotional strategies are less likely affect the low-grade groups and high-income groups’ consuming decisions, they are also belong to the price non- sensitive groups.
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