設計獎項獲獎對消費者購買意願之影響－以iF設計獎為例

在全球化趨勢的發展下，企業漸漸正視設計的重要性，甚至成為提昇競爭力的必備要素，因此紛紛參與設計競賽來展現其設計能力。然而獲獎除了肯定企業內部價值與設計能力之外，對於外部的顧客價值究竟有多少助益？產品獲獎是否真能增進消費者之購買意願？本研究欲了解獲得設計獎項與購買意願之關係，探討購買經驗、對於iF設計獎的涉入程度兩個控制變數，共有五點研究目的：(一)了解有、無獲獎對於購買意願之影響、(二)了解不同購買經驗對於購買意願之影響、(三)了解不同涉入程度對於購買意願之影響、(四)了解不同購買經驗下對於不同涉入程度之購買意願之影響、(五)了解不同涉入程度下對於不同購買經驗之購買意願之影響。實驗使用問卷法來了解消費者之屬性與購買意願，分析實驗結果後得知，除了不同涉入程度下不同購買經驗之消費者外，無論何種屬性的消費者對於單項或整體之獲獎產品皆有明顯購買意願，故產品獲得iF設計獎對於消費者購買意願是有正向影響的，因此建議企業擬定行銷策略時可透過獲得設計獎項的方式來肯定其設計能力並提高消費者之購買意願，藉此更精準鎖定目標市場以激發設計最大的價值。

關鍵字

設計獎項；涉入；購買經驗；購買意願

並列摘要

In the trend of globalization, enterprises notice the importance of design more and more. So enterprises began to participate the judging of design award to show their design ability, but get design award whether enhance the purchase intention for consumer? This research want to understand the relationship between getting award and purchase intention, investigating the effect of purchase experience and involvement for iF award. And it has five purposes to understand the effect for purchase intention, (1) whether getting award, (2) different purchase experience, (3) different involvement, (4) different involvement under different purchase experience, (5) different purchase experience under different involvement. Questionnaire is used as an experimental tool. The result shows that whether the attribute of consumer is, they had apparent purchase intention for the single or the overall product. So get iF design award has positive effect for purchase intention of consumer. Therefore, suggesting enterprises participate the judging of design award to enhance the purchase intention for consumer and excite the value of design.

並列關鍵字

design award ； involvement ； purchase experience ； purchase intention

參考文獻

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設計獎項獲獎對消費者購買意願之影響－以iF設計獎為例

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