以社會行銷觀點探討產品設計之應用─以環保議題為例

Application of Product Design to Social Marketing ─Environmental Protection Issues as an example

王恬恬(Tian-Tian Wang)

指導教授 ： 葉雯玓

國立臺北科技大學/設計學院/創新設計研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00634

摘要

本研究探討產品設計於社會行銷中是否能更進一部扮演積極的角色，以產品設計來發揮社會行銷的社會和道德責任。本研究以環保議題中「每次減少使用一張抽取式衛生紙」為例，提出「文字提醒」、「行為控制」、「情緒圖片」三種溝通設計策略之抽取式面紙盒設計，以實驗法探討下列研究目的：(1)面紙盒設計所採的三種溝通設計策略是否能被受測之使用者感知與正確解讀；(2)比較三種溝通設計策略對受測者的認知、行為、情感之改變程度、影響範圍、影響順序；(3)比較衛生紙使用量注意程度不同之「高注意」、「中注意」、與「低注意」三種受測族群在「文字提醒」、「行為控制」、與「情緒圖片」三種溝通設計策略上認知、行為、情感之改變程度、影響範圍；(4)比較各使用「文字提醒」、「行為控制」、與「情緒圖片」三種面紙盒中，「高注意」、「中注意」、與「低注意」三種不同目標對象在使用上認知、行為、情感之改變程度；(5)推論產品設計是否可在社會行銷中扮演積極角色。
研究中共有36位大學生參與實驗, 研究結果顯示：(1) 當受測者能感知研究者的設計編碼，在為期三天的實驗使用期間，面紙盒就能改變受測者的認知、行為、情感，產品設計可以在社會行銷中扮演積極的角色；(2) 「文字提醒」的編碼策略相較於「行為控制」和「情緒圖片」兩種的編碼策略成功。其能感知且正確解碼其外延層次與內涵層次意義的受測者比例分別為(100%，100%)；(100%，16.7%)；(75%，83.3%)；(3)「高注意」族群使用「文字提醒」面紙盒後在「每次少抽一張衛生紙」議題的認知構面和情感構面改變程度顯著高於使用另外兩種溝通設計編碼之面紙盒。

關鍵字

社會行銷 ； 產品設計 ； 環境保護議題 ； 面紙盒設計

並列摘要

In this paper, the researchers would like to explore the active role that product design could play within the context of social marketing in which the social and ethical responsibilities for the welfare of people are emphasized. Taking tissue box as an example, with the social marketing purpose of decreasing the amount of tissue paper usage for environmental protection, three tissue box designs adopting "cognition-direct command mode", "behavior-operation mode", and "affection-metaphor mode" respectively are proposed. There weare thirty-six subjects participated in the experiment of three-days use of designed tissue boxs. The meaning that the users interpreted from the tissue box designs and users’ cognitive, affective, and behavioral transformation of environmental protection are compared to see the role that product design could be an effective tool for social service in social marketing.
The results showed: (1) The designed tissue boxes can result in the subjects’ cognitive, affective, and behavioral transformation of environmental protection after the three-days use of tissue boxes experiment as long as the subjects can successufly decode the obvious meaning and the metaphorical meaning encoded in the designed tissue boxex. Therefore, product design could be an effective tool for social service in social marketing. (2) The "cognition-direct command mode" tissue box is the most effective tool for social service of enhancing the environment protection consciousness while being compared with the "behavior-operation mode", and "affection-metaphor mode" tissue boxes. The percentages of the subjects that can successfully decode the obvious meaning and the metaphorical meaning encoded in the designed tissue boxex are (100%，100%)；(100%，16.7%)；(75%，83.3%) respectively. (3) When the group of the subjects who are with "high attention to the amount of their tissue paper usage" use the "cognition-direct command mode" tissue box would make a significantly high degree of cognitive, and affectiv transformation of environmental protection than use the other two designed tissue boxex.

並列關鍵字

Social Marketing ； Product Design ； Environmental Protection Issues ； Tissue box design

參考文獻

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