以西方傳統美學服裝風貌探討消費者對服裝型態認知差異

Cognitive Difference of Consumers to Clothing Patterns in West Traditional Aesthetic Clothing Look

陳怡君 ； 邱上嘉

《輔仁大學藝術學報》 5期 (2016/07) Pp. 142-169

摘要

循環時尚是服裝流行的趨勢，尤其是西方傳統文化美學經常是啟發服裝設計師的設計靈感來源。研究目的以西方傳統美學服裝風貌探討消費者對服裝型態的認知，並了解消費者是否能準確接收設計意涵並影響其購買決策。本研究以2012-2014年歐洲服裝秀女裝圖片為研究樣本。邀請12位專家，以德菲法篩選出最具代表的傳統美學服裝設計風格，並與52位消費者進行服裝型態分析認同比較。結果顯示最具代表的服裝風貌為：鬥牛士、佛朗明哥、巴洛克宫廷、波西米亞、印地安牛仔風；而有一半的消費者表示，瞭解服裝設計風貌後會影響購買意願。本研究證實，服裝設計師與消費者間存在對服裝型態認知的差異，而縮短二者間的認知差異將有助於商品行銷。本研究可協助時尚設計師掌握消費者對傳統美學設計風格認知，並縮短彼此對服裝的型態認知差異。

關鍵字

風貌 ； 符號學 ； 德菲法 ； 形態分析法

並列摘要

Circular fashion is a popular trend in clothing especially when West Traditional Aesthetic has often been the inspiration for many designers. The purpose of the study is to firstly discuss the cognition and knowledge of consumers in West Traditional Aesthetic clothing pattern. Secondly, the study will explore the consumers’ ability to understand the design connotation and whether it would influence their purchase decision. Pictures of women’s dress in European Fashion Show were taken as the research samples. Twelve experts were invited to select the most representative traditional aesthetic clothing design style using the Delphi method. The experts’ selection was then compared with 52 consumers in terms of pattern analysis. The results showed that the most representative looks are Matador, Flamenco, Baroque palace, Bohemia and Indian cowboy style. Half of the consumers reported their willingness to purchase can be affected by understanding of the design. In conclusion, the study showed difference between consumers and designers in the cognition and knowledge in Traditional Aesthetic design style. Minimizing the difference can assist marketing of products. This study can assist the fashion designers to grasp the consumers’ cognition to the traditional aesthetic design style and shorten the cognitive difference.

並列關鍵字

Look ； Semiology ； Delphi method ； Morphological Analysis