自台灣開始推動服務業以來，文化創意產業一直被寄予厚望，然而，文化創意產業卻一直未有令人滿意的發展。究其實，文化創意產業發展受阻除了受到結構上的影響之外，例如：資金取得不易、規模小、市場不確定性高等問題，知識財產並未受到保護，而造成相互模仿，進而形成廠商同化，產業內缺少多元化的情況，最後，削弱產業的發展潛力。根據制度理論，廠商會因為外在的制度環境影響，而為了取得生存的正當性，而使得廠商之間的行為越來越相似；但今天由於媒體發展及顧客涉入的角度來說，顧客參與以不同的方式影響了廠商的行為，而不同的廠商接受了不同的訊息，應會推動產業內廠商的多元化，這兩個力量如何改變產業的同形與多元，是本研究著重的問題。本研究透過制度理論、市場基礎的網絡定義、顧客涉入與新媒體的觀點，建構解釋文創產業多元與同形的理論架構，並提出具體的理論主張，最後提出主要的政策意涵。

Since services industries were promoted in Taiwan, creative industries were expected being a new engine of economics in Taiwan. However, the creative industries in Taiwan did not show us the satisfied performance in recent years. Several factors negatively impact to the development of creative industries such as capital access, firm size and market uncertainties, et al. In these factors, imitation among firms is the big problem at present. Imitation makes the firms in a creative industry isomorphic and industry to be lack of diversities. Ultimately, the phenomena will weaken the competitiveness of the creative industries. In order to solving the problem, the research would synthesize relevant theories to build a theoretical model explaining the mentioned phenomena. According to the institutional theory, the firms in an industry would response to the institutional environment they perceived for their survivals. The response actions they take may make the firms isomorphic as we mentioned. In the other side, that customers influence firms in many ways, such as WOM, co-creation and complain behaviors, would change the manifestation of a firm. In the other words, the customer engagement may make an industry more diverse. According to the literature, new media also play an important role in communications among firms and customers. On a basis of these theories, this article explore how the institutional environment and customer engagement impact to the isomorphs and diversities in an industry on a basis of level of media development as a moderator.