票房與市場是每一個表演藝術團體所需考量的現實問題，其關係著一個團體是否能永續經營的最終目標。而人口老化則是未來無法避免的人口結構趨勢，使得各行各業無不準備因應即將到來的超高齡台灣社會。
現今的前銀髮族相較以往，具備較高的教育程度與健康水準，本研究目的在透過瞭解前銀髮族的表演藝術參與與消費行為，勾勒此一族群的觀眾與非觀眾之面貌，探究是否對表演藝術市場具有更高的參與可能性與其可行之觀眾發展策略。本研究採量化問卷調查進行資料蒐集，以50至64歲之台灣前銀髮族為研究對象，共取得611份樣本。並將資料進行描述與統計分析，首先將受測者分為觀眾與非觀眾，剖析此二族群在各影響因子上的差異，再進一步針對受測者中的觀眾族群，分析個人、經驗與心理因素在參與與消費頻率上的影響，同時探究心理因素之中介效果。結果顯示：參與與否在個人、經驗、心理因素皆有差異存在。另外，經驗因素顯著影響觀眾的心理因素，且間接影響觀眾參與頻率，而個人因素與經驗因素顯著影響觀眾之消費頻率。最後，依據本研究之結果，為表演藝術相關單位之觀眾發展策略提出合適的建議。

Marketing is a realistic issue every performing art organization concerns related to the goal of sustainable development. Ageing, however, is an inevitable progress of the future demographic structure. How to deal with the incoming super-aged society has become a critical issue to every organization.
In Taiwan, as seniors have higher education attainment and health status than before, this research focuses on analyzing their attendance and patronage of performing arts. With insights into the seniors’ attending and patronage behaviors of performing arts, we discern the attendant and non-attendant group of the cohort, and explore the higher possibility of attendance and practicability of audience development strategies for performing arts market. A total of 611 questionnaires are collected from people among age 50 to 64 living in Taiwan. We firstly examine the difference between attendant group and non-attendant group from the different variables. We analyzed the impacts of individual, experiential and psychological factors on attending and patronage frequency of attendant group. The impact of mediation effect of psychological factors is also taken into consideration. In sum, there are significant differences between attendant and non-attendant in individual, experiential, and psychological factors. Experiential factors not only affect attendant’s psychological factor significantly, but have influence on participation frequency indirectly. Both individual and experiential factors have impacts on consumption frequency significantly. The further strategy of audience development for art organizations was suggested according to the conclusion of the research.

論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖次 vii
表次 viii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的與問題 4
第三節　研究範圍與限制 5
第四節　研究流程 6
第二章　文獻回顧 7
第一節　表演藝術 7
第二節　觀眾拓展 14
第三節　個人因素 23
第四節　經驗因素 28
第五節　心理因素 31
第三章　研究設計與實施 33
第一節　研究架構與假設 34
第二節　研究方法與設計 36
第三節　研究題項與變數 39
第四章　研究結果 44
第一節　樣本結構分析 44
第二節　各類觀眾之描述統計分析 47
第三節　信度與因素分析 57
第四節　參與與否與各因素之差異分析 64
第五節　相關分析 75
第六節　觀眾之參與與消費行為 77
第七節　參與行為中介效果之檢定 83
第八節　研究結果彙整 86
第五章　結論與建議 94
第一節　研究結論與建議 94
第二節　未來研究方向 97
參考文獻 99
附錄一　問卷調查表 109

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