[ 摘要 ]

全球化及專業分工的趨勢下，認證制度是取得資格，辨明「真」「偽」，維護交易安全的有效方法；通過相關認證已視為競爭力及形象提昇的象徵。文化創意產業是全球當紅的明星產業，也是臺灣原住民族的競爭優勢，具有稀少特性及藝術價值，在面對國內外激烈競爭，運用識別系統，建構完整的臺灣原住民族文化產業認證制度，透過公信力，賦予原住民文化產品身份證明，區隔市場，進行差異化，是維護其優勢，發展其利基的可行途徑。

本研究旨在探討臺灣原住民族文化產業認證制度參與者認同度，目的是希望藉由學術性的探討，增加對文化產業認證制度參與者認同及參與意願關鍵因素的瞭解，藉以提醒推行認證制度時，應特別重視關鍵因素的重要，使之強化，發生綜效，對實務有所助益。

本研究運用的研究方法是問卷統計分析法，研究對象有兩種不同群體：一是曾申請認證之原住民創作者；另一是一般消費者。分別透過問卷調查，進行資料蒐集，檢查歸納，整理輸入及研判分析，回收有效問卷計212份。研究資料之統計分析，採用「SPSS」統計套裝軟體；研究的統計方法，係運用敘述統計分析法。研究結果顯示，受訪者對於「臺灣原住民族文化產業認證制度」多表認同；認為樹立高公信力認證制度的關鍵因素，第一是需要中央政府推動，第二是要有標準作業程序，第三是要有專家學者參與；認為影響消費者購買認證產品的關鍵因素，第一是產品價值，第二是制度公信力，第三是交易保障；認為影響創作者申請認證制度關鍵因素：第一是申請程序，第二是產品價值的提升，第三是產品知名度的提高。

本研究並提出推行「臺灣原住民族文化產業認證制度」具體的建議，以作為未來制定或修正政策的參考；另對後續研究可進行的方向，也併提建議供參。

[ 英文摘要 ]

With the worldwide trend of globalization and division of labor, certification has become an effective way to distinguish between true and false and ensure transaction security and a symbol of competitiveness and enhanced image. The creative and culture industries are emerging new industries worldwide and a competitive advantage of Taiwan indigenous people. The artistic values and the rarity of Taiwan indigenous tribes means that establishing a cultural industry certification system for Taiwan indigenous tribes will build product identification for indigenous cultural products in the face of fierce competition both domestically and internationally. By giving indigenous cultural products credibility through a product identification system, this will help to distinguish markets and create differentiation. It is a viable way to protect product competitive edge and create niche.

The purpose of this study is to explore the participant’s identification on the certification system of Taiwan indigenous cultural industry. It is hoped that understanding of the key factors can be enhanced through an academic investigation and raise the importance of key factors in promoting the certification system so that synergy is created for practical benefits.

Research methods employ survey and a statistical analysis of the surveyed groups, which a divided into two separate groups. One group is the indigenous creators who have applied for certification, another is general consumers. Data from the survey questionnaires is collected, examined, and analyzed. A total of 212 valid questionnaires were returned. Data is analyzed statistically using the SPSS software. A narrative statistical analysis method is utilized. Research results founds that the subjects mostly identified with a certification system for Taiwan indigenous cultural industry. The key factors for establishing a certification system with credibility are firstly, the system should be implemented by the government, secondly, a standard operation procedure is required, thirdly, involvement of experts and scholars is necessary. The key factors affecting consumer willingness to purchase certified include product value, system credibility, and transaction security. The key factors affecting creators’ willingness to apply for a certification include the application process, contribution to product value, and contribution to product awareness.

This essay makes concrete propositions to the implementation of a certification system for Taiwan indigenous culture industry as a reference for future policy formulation and modification. Suggestions for possible directions for future research are also made.