哪吒太子爺信仰在台灣十分普遍，每逢遶境或進香廟會之時，藝陣中三太子「神偶」活潑可愛十分討喜； 而傳統宮廟內太子爺寶相莊嚴英姿煥發，這是兩種截然不同的造型。但在2009 年高雄世運開幕式時，出現第三 種造形－電音三太子，透過現場時況轉播躍上國際舞台，成了眾所矚目的焦點。由於「電音三太子」是非常成 功的文創產品，但是相關的研究論述十分少見，因此本研究以質性研究法探討「電音三太子」所具有的歷史背 景及文化底蘊，包括哪吒的由來、哪吒的變遷、哪吒與五營中壇元帥的關係，以及哪吒信仰在台灣的發展等課 題，期望能有助於此創意產品的故事行銷，使電音三太子繼續在國際舞台發光發熱。

Worshiping NeZha (a Taoist protection deity, also known as The Third Prince) is fairly popular in Taiwan. During Dao Temple Annual Celebration parade, people cherish him in particular because of his lovely youth appearance. In contrast, the grand and holy looking of a traditional NeZha statue erected in the temple may impress people differently. In the opening ceremony of the World Games 2009 Kaohsiung, a modern version image of NeZha was presented – the Dian Ying (electric light and music) Third Prince. Via the live broadcast to the international audience, the Dian Ying Third Prince suddenly became a focal point of the event and gained global popularity overnight. Since Dian Ying Third Prince was a very successful product of cultural creativity, yet its related background information was scarce, this paper did research for the history, cultural background and the mythological evolution of NeZha, including the origin of NeZha, its evolution in Taoist and Buddhist stories, his interaction with other deities, and the development history of NeZha religion in Taiwan. Hopefully, this will help the story marketing of the creative product, which in term helps the popularity of the Dian Ying Third Prince continue to grow and glow in the international arena.