Abstract
This research is aimed at exploring the decision-making considerations, the interplay among these considerations, and the decision-making behavior of the expert producer in the digital media design field. The methods are adapted to this research including in-depth interview and participant observation under the naturalistic paradigm. The research outcomes are divided into the following categories: the considerations of taking projects and developing products; the problems to be resolved while the projects going; the interaction among the team members, clients, and customers; the situation factors surrounding by the decision-making behavior, the deployment of the decision-making process, the decision-making behavior, the characteristics of a successful digital media producer, and the issues of talent development and co-operate initiates.
| Keywords: | digital media; producer; decision-making considerations; decision-making behavior; digital content industry |
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