本研究主要探討數位時代之下，「文化創意產業」中生產者的「行動」。在文獻探討部分，首先對「文化產業」當中與「生產」相關之論述進行爬梳，而後援引個案－「哇！好神」網路拜拜平台以進行探討。本研究的目的在於探討與說明數位文化創意產業中的生產者所做的「生產中的使用」，擬以「用了什麼」(what)、「為什麼要用」(why)以及「如何用」(how)等三面向進行描述與分析。研究結果顯示，生產者將「新媒體」與「傳統文化」視為生產的基本條件，同時也納入對於「使用者需求」以及「自我創作理念」的考慮，以創造利基市場，再透過使用者對該數位文本的使用與消費所產生的「回饋」對文本進行修正，形成一種「反身性的生產」；一個持續循環辯證的生產過程，而生產者的行動則在與各種結構條件（技術、市場、資源）的交互作用下，透過「順應結構同時也改變結構」的方式運作。 This study is focus on the ‘action of producer’ in the ‘cultural industry’. It provide a discussion of the literatures which about ‘product’ in the cultural industry and the concept of ‘action of producer’. Then apply the point of views in a case study. The goal of the study is try to describe the ‘action of producer’ in a three-way model: ‘What’, ‘Why’ and ‘How’.The outcome reveals that the producers seem ‘Internet’ and ‘traditional culture’ as the basic of their production. And they also incorporate the ‘needs of consumers’ and ‘innovative ideas’ into the process to make a ‘niche market’. The important is, producer revise the digital text depends on what consumers’ ‘feedback’, forms a dialectical process of production. It’s a ‘reflective production of cultural commodity’. The ‘action of producer’ is interact with structures (ex: technology, market and resource) and embed in the process that ‘not only adapt to the structure but also to transform it’.
