產品造形與消費者知覺品質關聯性之實證研究

An Empirical Study of the Relation Between Product Form and Perceived Quality

鄭秋治(Chiu-Chih Cheng)

指導教授 ： 李伯謙

元智大學/管理學院/企業管理學系/碩士(2006年)

摘要

產品造形扮演著企業與消費者間溝通的橋樑，用最直接的方式獲取消費者的注意力，其所傳遞的訊息不單單僅限於產品使用成效，更具備使用者購買時內心所隱含的象徵性意義，甚或是傳達企業的形象識別；就時間性來看，其影響力是長遠而持久的，就空間性而言，產品造形於人類生活中無處不在，影響著生活品質，故企業可據此來增加其競爭優勢。然而產品造形的相關研究中少有以行銷觀點出發探究其關係者。故本研究旨在探討產品造形與其傳遞給消費者的訊息（知覺品質）間之關係，及其是否影響其後之購買意向。
本研究使用問卷調查法進行資料搜集，並以MP3播放器產業作為實證之對象，研究結果顯示：（1）產品造形構面中，規格、比例、顏色以及質感皆與實用性知覺品質有顯著的正向關係。（2）產品造形構面中，規格、形狀、比例、顏色以及質感皆與象徵性知覺品質有顯著的正向關係。（3）實用性知覺品質與象徵性知覺品質皆對購買意向有著正向且顯著的影響。由此可見，產品造形影響消費者購買意向之路徑與其變動關係。而企業可依此一結論來做為其產品設計之參考方向。

關鍵字

產品造形 ； 知覺品質 ； 購買意向

並列摘要

Researchers suggested that product form played the role of communicating bridge between business and customers. It can grab consumers’ attention directly. Product form communicates not only product performance and symbolic meaning, but also transmits the identity of business. It has long lasting effects, and floods in our daily life. Therefore, business can increase their competitive advantages in view of the above. However, product form in the field of marketing is under-researched and under-discussed. Hence, our objective in this paper is to discuss the relation between product form and perceived quality, and the following purchase intention.
This research uses the questionnaire to collect the materials, then tests and verifies in MP3 player. The results of study indicate several findings. First, in the dimension of product form, the size, proportion, color and texture all have significantly positive influence on practical perceived quality. Second, the size, shape, proportion, color and texture have apparently positive influence on symbolic perceived quality. Third, perceived quality influences purchase intention positively and significantly. This shows that the path of product form to purchase intention, and business can use this conclusion to design product.

並列關鍵字

Product Form ； Perceived Quality ； Purchase Intention

參考文獻

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