臺灣文化意象之商品研究－以臺南林百貨文創品為例

臺灣設計產業發展的文創商品遍及在生活中，本土化與在地性的文化特質是孕育此設計思想的源頭，研究具有臺灣意象商品的創造與銷售是其目的，以台南林百貨的28種文創商品為樣本，進行質性訪談與量化統計等多階段調查，探討臺灣意象之商品的創造思維，和消費者的認知與喜好度，以及商品呈現之情感構面，和地方文化設計的呈現。研究發現生活所及的事物都可成為商品化的對象，精神與制度層面的表現也能融入商品並賦予其意義。這包含設計構面、設計歷程與轉化、創造思維與分類、情感連結等，是一種物質文化的再現。並發現文化商品的品牌效應並無提高購買意願，價格較低者購買意願較高，具臺灣意象特徵之商品有較多的喜歡和購買意願，也說明了文化商品讓消費者接收和認同的，是一種情感面的感性價值。

關鍵字

文創商品；林百貨；臺灣意象；臺灣文化

並列摘要

The cultural and creative products of Taiwan's design companies can be seen everywhere in our daily lives, and the local cultural characteristics are the origin of this design idea. Aiming at exploring the creation and sales of commodities with Taiwan cultural images, this study, with 28 cultural and creative products sold in Hayashi Department Store as samples, conducted a multi-stage investigation via qualitative interviews and quantitative statistics. Through these methods, this study discussed the creative thinking of commodities with Taiwan cultural images, consumer cognition and preferences, the affective dimension in commodities, and the presentation of local cultural designs. This study found that everything in life can become a commercial object, and the spiritual and institutional expressions can be integrated into commodities and give commodities meanings. This includes the design dimension, design process and transformation, creative thinking and classification, and emotional connections, which are a representation of material culture. This study also found that the brand effects of cultural products do not improve the willingness to buy, people are more willing to buy products with lower prices, and the preference and willingness to buy are high for commodities with Taiwan cultural images. This also shows that cultural products are accepted and recognized by consumers and have emotional values.

並列關鍵字

Cultural and Creative Products ； Hayashi Department Store ； Image of Taiwan ； Taiwanese Culture

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