產品美學屬性對消費者購買意願之影響 --- 以男性香水為例

The Influence of Product Aesthetic Attributes on Customer's Willingness to Buy --- An Example of Perfume for Men

張峰瑋(Feng-Wei Chang)

指導教授 ： 黃哲盛

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00051

摘要

二十一世紀已經不再是由價格與功能主宰市場的世代，企業唯有提供消費者與公司、產品、或服務相關的感知經驗，方能獲得消費者的青睞，也因此使得注重美學感知經驗的行銷方式格外重要。
本研究透過自製問卷為研究工具，並藉由屬性分析與聯合分析理論，以男性香水為研究對象，來探討產品美學屬性對消費者購買意願之影響。首先，利用研究中所建構之產品美學屬性經由碎石子調查決定出重要美學屬性，並針對網路男性香水商品進行內容分析來決定其重要美學屬性之水準；接著，藉由SPSS直交排列設計產生11組受測體，並配合PowerPoint軟體建構出受測圖卡以進行屬性重要性與成分效用值之分析。
本研究結果如下：

1. 就整體受測者而言，構成男性香水之美學屬性依重要性先後排序為：獨特風格、瓶身材質與瓶身形狀三個屬性。
2. 最受整體受測者偏好的產品美學屬性組合，是由獨特風格為陽光運動型、瓶身材質為玻璃透明以及瓶身形狀為不規則形所組成的最佳組合。
3. 根據男性香水美學屬性「重要性權重」與「成份效用值」兩構面，本研究分別建構了兩組消費者根據購買意願評定男性香水美學屬性時的偏好評估計算式。
4. 時髦為主高度美學族群偏好不等同於大市場美學。

關鍵字

美學屬性 ； 男性香水 ； 聯合分析

並列摘要

Prices and functional demands are not the major roles of 21 century anymore. The company can only win customer’s preferences by providing them aesthetic experiences related to the companies, products or services, so that makes marketing aesthetics become more important.
A study was carried out using questionnaires. The main purpose of this study is to investigate the influence of product aesthetic attributes on customer’s willingness to buy by the theory of product attributes and conjoint analysis. In this study, we use an example of perfume for men as our investigation object. Firstly, we used questionnaire investigation and product aesthetic attributes that build with references to determinant important aesthetic attributes. Then, we focused on the product “perfume for men” on the internet to determinant related attributes and levels by the content analysis. In establishing stimulus, orthogonal array was used to reduce the numbers of attribute combination, and software “PowerPoint” was used to design pictures. Finally, we used stimulus established before to begin importance and utility analysis.
The results of the study:
1. To the importance, the priority of perfume’s aesthetic attributes for men is 1.style, 2.material of bottle and 3.shape of bottle
2. The optimal combination of perfume for men is a product with sporty style, glass material, and abnormal shape.
3. According to the importance and utility of aesthetic attributes and levels, gained from the study, we established two equations which can show the preference of customers in evaluating the willingness to buy of perfume for men.
4. Fashion-based highly aesthetic experienced group’s preference is not the same with the marketing aesthetics.

並列關鍵字

Aesthetic Attributes ； Perfume for Men ； Conjoint Analysis

參考文獻

周文賢，2002，《行銷管理》，智勝文化，台北。

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