應用KANO品質模式探討情人節黃金墜飾造形設計之魅力因子

黃金飾品具保值性及裝飾佩戴等功能，也常被作為珍貴的禮物，隨著黃金工藝升級及消費型態改變，金飾業的重點轉而落在金飾的設計感、質感及獨特性，不再著重保值收藏。現今消費者越來越重視情人節送禮，尤其黃金墜飾造形及意涵多符合情人節意象，具特殊的情感意義，而金飾市場在近幾年推出3D硬金黃金新工藝，造形獨特並呈現出精緻立體與流行時尚的風格，擺脫傳統金飾俗氣的特質，具市場競爭優勢；3D硬金墜飾符合時代潮流，能滿足消費者的感覺與期望，為傳遞象徵愛情禮物之首選。本研究首先進行金飾市場現況分析，接著以評價構造法、語意差異法及Kano品質模式進行情人節黃金墜飾造形設計魅力屬性分析，找出魅力因子作為產品設計要素法則及瞭解消費者的潛在需求，各項研究結果均有一致性的方向，且之間具有關聯性。研究結果可提供金飾業者經營的方向，並為設計端尋找新產品設計需求及改善產品設計之參考。

關鍵字

黃金工藝； 3D硬金；情人節；魅力工學；語意差異法； Kano品質模式

並列摘要

Being value-preserving, gold jewelry could be used for decoration and wear. It is also deemed as a precious gift. With the upgrading of gold technology and the change of consumption pattern, the emphasis of gold jewelry industry has shifted to its design, texture and uniqueness of gold jewelry instead of value preservation and collection. Nowadays, consumers pay more attention to Valentine's Day gifts, especially the gold pendant, whose shape and meaning are more suitable in Valentine's day with its special emotional significance. In recent years, a new 3D electroformed gold technology was launched in the gold market. Differing in the vulgar of traditional gold ornaments, it was competitive in the market for its unique shape, stereoscopic and fashionable style. In line with the trend of the times, 3D electroformed gold pendant meet the feelings and expectations of consumers. It is the first gift choice in conveying love. This study first analyzes the current situation of gold jewelry market, and then analyzes the attentiveness attribute of Valentine's Day Gold Pendant shape design by using evaluation construction method, semantic difference method and Kano Model to find out the attractiveness factor in design to further understand the potential demand of consumers. The results of the study are consistent and related, providing a direction for the gold decoration industry and giving reference for the demand and improvement of new product in design end.