微景觀商品療癒效益與購買意圖之研究：以大學行政人員為例

The Healing Benefits and Purchase Intentions of Micro-landscape Products: A Case of University Administrative Staff

李彥希(Yen-Hsi Li) ； 沈柏妤(Bo-Yu Shen)

《戶外遊憩研究》 33卷2期 (2020/06) Pp. 61-95

https://doi.org/10.6130/JORS.202006_33(2).0003

摘要

本研究旨在探討微景觀商品於辦公室環境中帶來的療癒效益與購買意圖間之關係。以大學院校之辦公室人員為主要研究對象，將微景觀分成三種型態（一種型態40瓶），並以立意抽樣之方式分別贈送每位受測者一瓶微景觀，並放置在受測者之辦公空間中。受測時間分成短期（一週）及長期（四週）兩個階段，發放測量量表比對前後測之差異，並以半結構式訪談輔助了解受試者之感受。由研究結果可知：放置四週後的療癒效益與購買意圖皆有顯著提升，後續進一步驗證療癒效益會正向影響購買意圖，不論是外在層面的互動性或是心理層面的療癒性，皆具正向之效益。因此，未來業者在微景觀商品之製作及行銷，應掌握此特點進行推廣與銷售，以增添消費者之購買意圖。

關鍵字

微景觀 ； 辦公室療癒 ； 舒壓效益 ； 購買因素

並列摘要

This paper determines the relationship between the healing benefits and purchase intention of micro-landscape products in an office environment. In this study, the micro-landscape was divided into three types (40 bottles per type), and each bottle of the micro-landscape was presented to each participant who was selected for the study using purposive sampling. The bottle was then placed in the participant's office space. The two-phase study used short- (one week) and long-term (four weeks) study periods, and the differences between the two phases were compared. Semi-structured interviews were conducted to understand the participants' experiences. The results demonstrated that having a micro-landscape in an office environment for four weeks showed healing benefits and a significant effect on the participants' purchase intentions. The healing benefits were found to positively affect the participants' purchase intentions. However, it remains unclear whether the interaction at the external level or the healing at the psychological level brings benefits to people. Nevertheless, future manufacturing and marketing procedures in the horticulture industry should utilize this feature in their promotions and sales to increase consumers' purchase intentions.

並列關鍵字

Micro-landscape ； Office healing ； Relief benefits ； Purchase factor

參考文獻

方彩欣、盧品(2016)。探討女性消費者對療癒系角色造型喜好因素—以”醜比頭為例”。設計研究學報，9，4-20。Fong, T. S., & Lu, P. R. (2016). A study of healing character’s forms on female consumers’ preference- A case study of KOBITOS. Journal of Design Research, 9, 4-20.

王萌、陳盼曉(2015)。淺析室內陳設中微景觀生態空間設計--以苔蘚微景觀生態瓶為例。藝術科技，11，216。Wang, M., & Chen, P. X. (2015). Analysis on the design of micro-landscape ecological space in indoor furnishing--Taking the moss micro-ecological ecological bottle as an example. Art Science and Technology, 11, 216

王明堂(2012)。關懷樂齡族的療癒系玩具之設計方向探討，設計學報，17 (2)，1-24。Wang, M. T. (2012). Possible design directions of healing toys for caring the aging group. Journal of Design, 17(2), 1-24.

朱惠英、詹慧珊(2010)。台南市市民之生活型態與蘭花組合式盆栽消費者決策行為之研究。嘉大農林學報，7(1)，56-75。Chu, H. Y., & Zhan, H. S. (2010). A Study of the Lifestyles and Consumer Decision-Making on Combined Pot Orchids of the Citizens in Tainan City. Journal of Agriculture and Forestry, National Chiayi, 7(1), 56-75.

朱惠英、詹慧珊、周利娜(2014)。台南市上班族之工作壓力與辦公室環境綠化態度及需求度之研究。臺南應用科大學報，33，1-30。Chu, H. Y., Zhan, H. S., & Chou, L. N. (2014). A study on office workers’ job stress and the attitude and necessity of green office environment in Tainan city. Journal of Tainan University of Technology Tai Nan Ying Yong Ke Da Xue Bao, 33, 1-30.