網路觸覺產品資訊對產品評價之影響

Effects of Haptic Product Information on Product Evaluation

林鴻銘(Hung-Ming Lin) ； 林詩諺(Shi-Yan Lin)

《明新學報》 40卷2期 (2014/08) Pp. 55-69

摘要

本研究的目的是探討觸覺產品資訊（材質樣本與觸覺文字）對產品評價與觸覺心像在其之間的中介效果。本研究採實驗法，探討材質樣本與觸覺文字對產品評價的影響，採用2（布料樣本：有vs.無）× 2（觸覺文字：有vs.無）之二因子實驗設計，中介變數為觸覺心像，依變數為產品評價。共157名受測者參與此實驗。結果發現，觸覺產品的資訊，對於產品評價是有影響的，當產品資訊中含有觸覺資訊（布料樣本或觸覺文字）時，消費者對產品的評價較高，沒有觸覺資訊時則相對較低。同時，觸覺產品的資訊，會影響到消費者對產品的觸覺心像，在無布料樣本時，觸覺文字的觸覺心像，高於無觸覺文字，有布料樣本時，兩者無差異。此外，本研究亦發現觸覺產品資訊對產品評價之影響，是受到觸覺心像所中介。

關鍵字

觸覺產品 ； 觸覺資訊 ； 觸覺心像 ； 產品評價

並列摘要

The purpose of this study is to investigate how the haptic information influences haptic imagery and product evaluation, and how haptic imagery evoked by consumers function as the medium for associating haptic information of haptic products with products evaluation. This study adopted experimental methodology, referring to 2 (fabric swatch or no fabric swatch) × 2 (haptic description or no haptic description) to investigate the impact of the haptic information of haptic products on products evaluation. The mediating variable was haptic imagery and the dependent variable was product evaluation. 157 participants were recruited in this experiment. The results indicated that the haptic information of haptic products has a significant influence on products evaluation. When the verbal information of the products represents a great amount of haptic information (fabric swatch or haptic description), consumers make more positive evaluations than the products without this mechanism. Simultaneously, the haptic information of the haptic products greatly influences consumers' haptic imagery toward the products. Without fabric swatch, the haptic imagery evoked by haptic description of the products is much more intensified to consumers than the products in shortage of haptic description. With fabric swatch, the function of haptic description is not that critical any more. Besides, the results also revealed that the haptic imagery does function as an important medium to associate haptic information with products evaluations.

並列關鍵字

Haptic product ； Haptic information ； Haptic imagery ； Product evaluation

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