探討產品外觀對知覺品質與購買意圖之影響 － 以消費者正面情緒為干擾變數

人們在選擇產品的時候，會受到許多因素影響決定是否購買此產品，而外觀設計占了很大一部分。袋包為女性出門時不可或缺的一部分，而消費者在購買袋包時，外觀設計對消費者有重要的影響性。過去的文獻指出符合適度美學原理的產品會使消費者有較積極的反應，而不同的外觀設計皆有可能影響消費者的購買意圖，因此本研究以台灣女性為調查對象，探討袋包的產品外觀是否會影響消費者的知覺品質與購買意圖，同時想了解消費者在擁有正面的情緒時是否會影響自身的購買意願，因此以消費者正面情緒為干擾，期望能夠在業者進行外觀設計時，提供設計方面的建議，使業者能夠設計最符合消費者適度美學的外觀。本研究分為兩階段的問卷設計，第一階段問卷為專家問卷，將不同袋包圖片之吸引力與強度的分數整理後畫出四個象限並取出四個象限內較外圍以及較靠近原點的各四個產品，做為第二階段問卷的基礎，因此第二階段本研究設計了兩份問卷，兩份問卷皆為探討外觀設計對知覺品質與購買意圖的影響，並以消費者正面情緒為干擾變數，而此兩份問卷各回收200份有效問卷。本研究使用SPSS統計分析軟體，採用單因子變異數分析以及迴歸分析。結果發現在消費者不受其他因素影響下，袋包並不完全符合適度美學原理，在問卷一，消費者在袋包的選擇上，會傾向選擇外觀較為平凡（D型）與較為華麗（A型）的外觀設計；在問卷二，消費者在袋包的選擇上，高吸引力與高強度的組合（A型）較受消費者喜愛，並且兩份問卷顯示外觀設計對於知覺品質以及購買意圖有顯著影響；消費者正面情緒在問卷一呈現顯著影響，問卷二則不顯著，因此推論消費者正面情緒不一定會對購買意圖產生影響。本研究建議在袋包的設計上以高度吸引力作為設計考量之一，而強度則較不被消費者作為考量購買的因素。建議後續研究可增加其他情緒變數作為探討方向，並與賣方實際數據交互驗證是否符合本研究之分析結果。關鍵字：袋包、適度美學原理、知覺品質、購買意圖、消費者正面情緒

關鍵字

袋包；適度美學原理；知覺品質；購買意圖；消費者正面情緒

並列摘要

There are many factors consumers take into consideration when purchasing a product, appearance design is one of them. When it comes to Bag, an important part of women’s outfit, design usually plans a decisive role in the purchasing process. Previous papers show that consumers tend to have positive attitude toward the products that conform to the principle of the aesthetic middle, and different appearance designs may affect consumers' purchase intention. Therefore, this research takes Taiwanese women as the survey target to investigate whether the product appearance of bags affects consumers' perceived quality and purchase intention, and if consumers' positive emotion, as the moderator, affects the relevance between appearance design and purchase intention, this research aims to provide suggestions to the industries to generate the suitable aesthetic appearance design for consumers. This research has a two-stage questionnaire design. In the first stage, expert questionnaire was applied to obtain the scores of attractiveness and strength of various bag pictures, which were organized into four quadrants, then four products in the outer quadrants and closer to the origin were taken out as the basis of the second stage questionnaire. Two questionnaires in the second stage (1, 2) stage were designed to explore the effect of appearance design on perceived quality and purchase intention, with consumer's positive emotions as the moderator. 200 valid questionnaires were collected for each of the two questionnaires. Analysis of variance and regression analysis were used in this research, and data was processed by the SPSS software. In the questionnaire 1, consumers tend to choose a plainer (Type D) and a more ornate (Type A) design for their bags; in the questionnaire 2, consumers preferred a combination of high attractiveness and high strength (Type A) for their bags, and both questionnaires showed that design has a significant effect on the perceived quality and the purchase intention. On the other hand, the moderator showed a significant effect in questionnaire 1 but not in questionnaire 2, it can be said that the effect of the moderator is therefore uncertain. According to the conclusion, this research suggests that it is better to design women's bags in the high-attractiveness direction while strength is less important for consumers. It is also suggested that subsequent studies may add other emotion variables to investigate, or cross-check with the actual data of the seller whether it is consistent with the analysis results of this research. Key words: Bag, Principle of the Aesthetic Middle, Perceived Quality, Purchase Intention, Consumers’ Positive Emotions