創意生活事業核心競爭力對網路評價之影響

The Effect of Core Competitiveness of Creative Life Enterprise on website assessment

本研究是探討創意生活事業核心競爭力對網路評價之影響。以經濟部所公告的「107年通過創意生活事業認證名單」共60家為樣本，採用專家會議法進行資料蒐集。研究結果顯示：去除信度與效度不佳的變項後，所得到的12個自變項，多數與創意生活事業的核心能力（競爭力）有關。排名前五名者依序為：部落客／媒體、良品販售、空間景觀、深度體驗＆故事行銷、文化底蘊，由於數值皆超過70％，意味這些是創業生活事業所須共同具備的能力。至於對網路評價而言，迴歸模式顯示：僅「良品／異業因素」之迴歸係數達顯著水準，對於Google「網路評價」的影響力最高。換言之，只要業者能推出具有特色的文創商品，則對網路評價具有關鍵的影響力；相反地，若業者無法推出具有特色的文創商品時，就必須靠「異業結盟」的加持，以獲取較佳的網路評價。

This research explored the impact of core competencies of a creative life enterprise on website assessment. Sixty creative life companies were chosen for this study based on the ''List of Certified Creative Life Enterprise Passed in 2018'' announced by the Ministry of Economic Affairs. Data were collected using the expert panel method. The results indicated that after eliminating variables with poor reliability and validity, 12 significant independent variables were identified. Most of them were related to the core competencies (competitive factors) of a creative life enterprise. Among the top five are blogger /media, good product sales, space landscape, in-depth experience & story marketing, and rich cultural deposits. Since their values are all above 70%, it clearly shows that these are prerequisites of building a successful creative life enterprise. As to website assessment, the regression model analysis showed that only the coefficient of ''good product / interdisciplinary alliance factor'' reached statistical significance, which has the highest influence on Google's evaluation over ''website assessment''. In other words, as long as an enterprise can launch unique cultural and creative products, it will easily achieve better website assessment and stand out from online evaluation. Otherwise, interdisciplinary alliances will be needed in order to obtain better website assessment.