以適度美學探討消費者對婚禮商品外觀設計之偏好與購買意願

Exploring Consumers' Preference for Designs of Wedding Merchandise and Purchase Intention with Moderate Aesthetics

廖彙宜(Hui-I Liao)

指導教授 ： 陳蓁逸

中原大學/商學院/國際商學碩士學位學程/碩士(2020年)

https://doi.org/10.6840/cycu202000141

摘要

目前台灣婚紗服務產業規模日漸擴大，且競爭激烈，各家業者都會呈現不同婚禮商品風格以符合消費者的需求，不斷確認與了解新人想法,針對新人給予之意見回饋妥善規劃及介紹，協助新人展現出對於婚禮商品的個人特色，且朝向多樣豐富的時尚流行風格。透過婚禮商品的感知吸引力和感知強度對其進行分類，並在適度美學原理分析消費者在時尚風格設計中是否喜歡，吸引消費者的注意力，增強婚紗和喜餅風格設計中的購買意願和偏好。由於新人對於婚紗與喜餅禮盒的風格和外觀設計，較能掌握，本研究婚禮商品選擇喜餅禮盒及白紗禮服。從兩者婚禮商品外觀設計並透過適度美學之原則，來提升消費者對於產品的吸引力，以及在適度美學的視覺表現上進而了解消費者的風格偏好。在白紗禮服的部分也加以加入身體意象探討其是否影響人們審美偏好的因素。
本研究是以問卷的發放為研究方法，並分為兩階段，再使用SPSS軟體分析回收之問卷。第一階段以紙本發放專家問卷，以喜餅禮盒、白紗禮服兩種婚禮商品，各會8張圖片，請專家依照其設計經驗給予吸引目光強度(強度)與外觀喜好程度(吸引力)後，加以歸納出適度美學類別4張圖片。再以網路發放消費者問卷共兩份，第一份為探討消費者對於不同喜餅禮盒風格與外觀之適度美學設計的偏好及購買意願，了解消費者在適度美學效果下，提高購買意願和偏好於哪一類適度美學與風格。第二份為探討消費者對於不同白紗禮服風格與外觀之適度美學設計的偏好，了解女性偏好於哪一類適度美學與風格，並且加入身體意象，探討在不同因素的干擾下的偏好是否相同。
研究結果顯示，喜餅禮盒對消費者偏好及購買意願最高的風格為日式，其次為西式，而偏好最低的為中式。白紗禮服對消費者偏好最高的風格為高調蓬裙風格，其次為奢華皇室風格，而偏好最低的為高低不對稱裙風格。適度美學原理在喜餅禮盒和白紗禮服對消費者偏好及購買意願呈現顯著結果，風格對消費者偏好也呈現顯著差異。由於白紗禮服之部分加入身體意象，並無差異，風格對消費者偏好也無明顯受到影響。業者可透過適度美學效果，觀察消費者在婚禮商品偏好及購買意願最高的風格，作為行銷策略擬定上的參考。

關鍵字

適度美學 ； 婚禮商品 ； 消費者偏好 ； 購買意願 ； 身體意象

並列摘要

At present, the scale of Taiwan's wedding service industry is expanding day by day, and competition is fierce. Various merchants will present different wedding merchandise styles to meet consumer needs. Constantly confirm and understand the new couple's ideas, properly plan and introduce the feedback given by the new couple, assist the newcomer to show their personal characteristics of the wedding products, and face a variety of rich fashion styles. To classify wedding products by their perceived attractiveness and perceived intensity, and analyze whether consumers like them in fashion style design based on the principle of moderate aesthetics, attract consumers' attention and enhance the purchase intention and preference in wedding dress and wedding cake style design. As the new couples are more able to master the style and design of wedding dresses and bride cake, in this research wedding merchandises choose bride cake and wedding dress. From the design of the two wedding commodities and through the principle of moderate aesthetics, to enhance consumers' attractiveness to the product, and to understand the consumer's style preference on the visual expression of moderate aesthetics. The body image is also added to the part of the wedding dress to explore whether it affects the factors of people's aesthetic preference.
This research is based on the distribution of questionnaires and is divided into two stages, then use SPSS to analyze the recovered questionnaires. In the first stage, the expert questionnaire will be distributed on paper, with a bride cake and wedding dress for two wedding commodities, each with 8 pictures. Experts are asked to give attention to the intensity (strength) and appearance preference (attractiveness) according to their design experience, then sum up 4 pictures in a moderate aesthetic category. The first is to discuss consumer different bride cake styles and appearances, preferences and purchase intentions for moderate aesthetic designs, understand the types of moderate aesthetics and styles consumers are willing to increase their purchase intentions and preferences under moderate aesthetic effects. The second part is to explore consumers' preference for moderate aesthetic design of different wedding dress styles and appearances. Understand what kind of moderate aesthetics and styles female prefer and add body image to explore whether the preferences are the same under the interference of different factors.
The results of the study show that the style of the highest preference and purchase intention of the bride cake is Japanese, followed by Western, and the lowest preference is Chinese. Wedding dresses have the highest preference for consumers in High profile ballgown styles, followed by Luxury royal styles, and the lowest preference for High-low hemlines styles. The principle of moderate aesthetics presents significant results on consumer preferences and purchase intentions in bride cake and wedding dresses, and styles also present significant differences in consumer preferences. Because the body image is added to the part of the wedding dress, there is no difference, and the style has no obvious influence on consumer preferences. The merchant can observe the consumer's preference for wedding products and the style with the highest purchase intention through a moderate aesthetic effect, which can be used as a reference for marketing strategy planning rewards.

並列關鍵字

Moderate aesthetic ； Wedding merchandise ； Preference ； Purchase intention ； Body image

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