台灣文學改編影視消費初探

A Study on the Consumption of Adapted Taiwanese Literary IP

文化內容策進院建立初衷，就是希望以內容產業為基礎，刺激跨產業間的連動，在其2020年的台灣文化內容消費趨勢調查中，超過七成民眾表示台灣元素的有無會對消費造成影響。為了深入了解台灣IP內容產業的消費脈絡，研究從台灣文學IP在出版業與影視業的互動出發，藉由文獻分析與深度訪談的方式，探討台灣原創IP改編內容的消費動機與其造成的情感反應。研究指出消費者會因為人際與社群媒體的關係促使消費行為的發生，並且會因為期待在消費改編作品中，能獲得跨媒介作品與自身情感的共鳴而消費；其中影視上對虛構世界的具象化，更是吸引消費的主因。透過改編IP的消費，能讓消費者與虛構世界產生更緊密的情感連結，藉由雙重文本的消費產生多重性愉悅體驗。消費的同時，也是消費者對於台灣文化認同的展現形式，消費者會被文本中的文化背景、社會議題、價值觀與角色組成所吸引，特別當與其自身經歷相關時，引力會加倍放大。消費的動機與情感的交互關係形成「消費下的再次感動，感動下的再次消費」的循環。

The Institute of TAICCA aims to promote cross-industry development of Taiwan's content industry. In its 2020 survey on Taiwan's cultural content consumption trend, over 70% of the respondents indicated that the presence of Taiwanese elements affects their consumption behavior. To gain a deeper understanding of the consumption context of Taiwan's IP content industry, this study investigates the interaction between Taiwan's literary IP in the publishing industry and the film and television industry. Through document analysis and in-depth interviews, the study explores consumers' motivations for consuming Taiwan's IP content adaptations and the emotional responses they evoke. This article reveals that interpersonal relationships and social media are important motivators for consumption, and consumers expect to resonate with the transmedia works and experience their own emotions through consuming adapted works. The concretization of the fictional world in film and television is a key factor in attracting consumption. Through the consumption of adapted IP, consumers can form a closer emotional connection with the fictional world and generate multiple pleasure experiences through dual-text consumption. It also serves as a form of expression for consumers' identification with Taiwanese culture. When the text is related to their personal experiences, the attraction is amplified twofold. Consumers are drawn to the cultural background, social issues, values, and role composition in the text. The motivation and emotion behind consumption can form a cycle of ''being moved again through consumption and consuming again through being moved'' through their interactive relationship.