消費者對漢字T恤風格偏好與外觀視覺意象之研究

爲瞭解消費者對漢字T恤風格偏好與外觀視覺意象的看法，本研究以KJ歸島法分類T恤之風格特徵，透過問卷調查消費者不同人口屬性對漢字T恤之風格偏好與外觀視覺意象，以了解漢字T恤設計如何獲得消費族群的認同。本研究獲致結論如下：一、漢字T恤之風格特徵分類有「現代簡約類」、「趣味創意類」「時事議題類」「生活風情類」「卡通動漫類」等不同特色。二、由意象語彙因素分析結果，發現消費者對漢字T恤視覺意象之認知因素可分為「時尚潮流因素」有獨特的、趣味的、流行的、變化的、前衛的等語彙；「自然簡約因素」具有簡潔的意象語彙；「個性經典因素」具有個性的意象語彙；「創意新潮因素」具有抽象的意象語彙。三、大多數消費者認為漢字T恤外觀視覺首要吸引注意力的要素是以「圖案設計」，其次是款式，第三是色彩。四、消費者人口屬性對漢字T恤之風格偏好差異分析，年齡、居住地區、教育程度達顯著差異，大多數「20歲以下」及「21-30歲」消費者較喜愛時事議題類的T恤；「北部地區」消費者較喜愛現代簡約類的T恤；「大學」及「高中職」兩組消費者較喜愛現代簡約類、時事議題類的T恤。五、消費者人口變項對漢字T恤視覺意象感覺之看法差異分析，不同年齡在「創意新潮」意象、不同居住地區在「時尚潮流」意象的看法達顯著差異，建議設計師在設計企劃漢字T恤時，需注意配合年齡、居住地區的市場區隔，針對目標顧客投其所好。

關鍵字

漢字； T恤；風格偏好；外觀視覺意象； KJ歸島法

並列摘要

In order to have a better idea on how the consumers look upon the style preference and visual image of T-shirts with Chinese characters, this study categorized style with the Kawakita Jiro Method to survey by questionnaire the preference of consumers with different population properties for style and visual image to understand how to obtain the recognition of consumer group in design of T-shirt with Chinese characters. 1. The style of T-shirt with Chinese characters are comprised of “Modern and Simple”, “Fun and Creative”, “Topic of Current Affairs”, “Life Style”, and “Cartoon”. 2. Based on the analyses of images vocabulary elements, it was found that the consumers’ recognition elements on visual image of T-shirt with Chinese characters could be divided into “Fashion and Vogue Element” with vocabularies of unique, funny, popular, changeable, and avant-garde; “Natural and Simple Element” with image vocabulary of simple; and “Creative and Updated Element” with image vocabulary of abstract. 3. Most of the consumers thought “Pattern Design” was the first element to attract the attention in visual appearance of T-shirt with Chinese, followed by style, and then by color. 4. In analyses of preference difference of consumers with different population properties for style of T-shirt with Chinese characters, significant differences were found in consumers of different ages, residence and education, most of the consumers “under 20 years old” and “between 21-30” preferred the T-shirt with topic of current affairs; the consumers in “northern area” preferred the modern and simple, while the consumers in “college” and in “senior and vocational school” preferred T-shirt with the elements of modern and simple, and topic of current affairs. 5. In analyses of preference difference of consumers with population variable for visual image of T-shirt with Chinese characters, there were significant differences of view points in consumers of different ages about the image of “creative fashion”, and significant differences about the “fashion and vogue” in consumers of different residence, thus it is advised that the designer should notice the market differences in different ages and residences in planning the design of T-shirt with Chinese characters to satisfy the target customers.