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原住民文化商品創業動機、創業策略與創業績效之研究 A Study of Entrepreneurial Motivation, Strategy and Performance on the Aborigines’ Cultural Products
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| 作者 |
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童天良 |
| 學校系所 |
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義守大學工業工程與管理學系碩士班 |
| 地點 |
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全臺 全部
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| 研究內容 |
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[ 摘要 ]
文化商品是指那些含有文化移轉、概念傳遞、資訊以及生活方式功能的消費性產品，通過企業化的過程與全球性的分配推廣，使一些舊有的文化意念重新生產或提高原來價值。創業活動則是經濟發展的主要動力，對原住民民族而言，創業除了具有個人意義外，因族群身份的特殊，創業對於原住民另有不同的作用與涵義。
本研究主要在探討原住民文化商品創業者之創業條件對創業動機及創業策略的差異，並針對原住民的創業，研究分析其所應用的創業策略與創業績效之間的關係。
本研究選擇以文化產業相關商品中的工藝產業為研究方向，並以台灣本地原住民作為研究對象，使用郵寄方式寄出404份問卷，有效回收問卷為162份。問卷回收後，利用統計方法進行研究分析，包含有信度分析、因素分析、單因子變異數分析、相關性分析及迴歸分析等，進行研究驗證。
本研究結果顯示：(1) 不同的創業條件對創業動機部份項目具有顯著的差異；(2) 不同的創業條件對創業策略部份項目具有顯著的差異；(3) 創業動機對創業策略部份項目具有顯著的相關；(4) 創業策略對創業績效部份項目具有顯著的相關。本研究最後依實證之結果，提出結論及後續研究方向之建議。
[ 英文摘要 ]
Cultural products are those consumer products that have functions of transferring concepts, data, and life styles to the customers. They can be used to revive beliefs of the past or increase the product’s original value via businesses and global distribution. Business affairs are the main power source for economic growth. To the aborigines, starting a business is not just about personal reasons; there also are different effects and implications because of their social minority.
This research attempts to understand if the business starting conditions differentiate the motivation and strategy used by entrepreneurs of aboriginal cultural products. We then analyzed further the relationship between strategies and performance and the way they affected each other.
There are various types of products in the cultural industry business. The research direction focused on craft industries, while our research subjects were set as the aborigines living in Taiwan. We sent out 404 surveys and received 162 effective samples. We then used various analytic methods, which included reliability analysis, factor analysis, One-way ANOVA, relativity analysis, and regression analysis to certify the research effectiveness and hypotheses.
The research results indicate: (1) Different business starting conditions caused some major differences in the area of motivation for starting businesses; (2) Different business starting conditions caused some major differences in the area of strategies for starting a business; (3) Business starting motives greatly affected certain areas of business starting strategies; (4) Business starting strategies greatly affected certain areas of business performance. We then used the proven results to produce a conclusion and suggestions for future researches.
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