探討產品選擇－美感與功能的權衡

Product Selection- the Balance of Appealing Appearance or Functionality

林庭逸(Ting-Yi Lin)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400323

摘要

在琳瑯滿目的產品中，廠商如何讓自家商品脫穎而出，並吸引消費者的目光。而消費者對於個性化產品的需求日益提高，對於美感或主觀事物的審美眼光也越來越挑剔。因此廠商必須傾聽消費者的聲音，為顧客量身打造屬於他們的商品。
廠商也越來越重視消費者選擇產品的依據，並極力彌補、掩蓋自家產品不足之處，也讓顧客看到產品的優勢。本研究利用變異數分析來驗證認知資源、自我概念、資訊組合、產品的搭配組合以及產品品牌之間的關聯性，本研究有三個實驗，實驗一探討負向審美效果的存在。此外，調查認知資源與自我概念對於產品選擇的影響；實驗二探討在負向審美效果下，資訊組合與自我概念的不同對產品選擇的差異；實驗三則檢驗品牌名稱、美感以及自我概念的不同對產品選擇的影響。因此三項實驗發現：在實驗一，當消費者接收到的認知資源越高，則會選擇外觀具有吸引力（但功能較弱）的產品；在實驗二，當消費者先觀看到兩項數位相機的圖片，再閱讀該功能資訊，會選擇功能較強（但外觀較無吸引力）的數位相機。相反的，當先閱讀產品功能資訊，再觀看到兩項數位相機的圖片，會選擇外觀較具吸引力（但功能較差）的數位相機；在實驗三，當強勢品牌的商品其外觀較無吸引力（但功能較強）與弱勢品牌的商品其外觀較具吸引力（但功能較弱）相比較下，消費者會選擇強勢品牌的商品；而當強勢品牌的商品其功能改為比弱勢品牌還差時，消費者進而選擇弱勢品牌的商品。
並在研究中得知，普遍來說理想自我的人比應該自我的人還更重視產品外觀的好壞。因此，廠商可運用以上的策略使商品的銷售數量增加，並進而培養出新的忠誠顧客。

關鍵字

認知衝突、產品美感與功能、自我概念、品牌知覺

並列摘要

Abstract
　　Companies need to consider how to make their products stand out among a variety of competitive products in order to draw customers’ attention. Moreover, the demand of customized products for customers increases gradually, and customers are more and more fussy on both subjective things and aesthetic judgments, causing the company to fulfill customers' desires and customize unique products.
Also, the companies want to know the criteria of product judgments which cause customers’ choice and the companies are eager not only to conceal their deficiency but also to enlarge their strength. In this study, we applied analysis of variance to verify the relationship among cognitive resources, self-concept, brand name, the combination of information, and the package of the products. We conducted three experiments: Study 1 tested for the presence of a negative aesthetic effect, in addition, investigated the influence of cognitive resources and self-concept on product judgments. In study 2, we examined that with the negative aesthetic effect, how the different information and self-concept influence on product judgments. Study 3 considered how the brand name, aesthetic, and self-concept influence the formation of product judgment. The results are as followed: in study 1, when customers are under the condition of high cognitive resources, they tend to choose the product with attractive appearance. However, the functions of the products chosen were worse. In study 2, when customers see the pictures of the products before the function list, they tend to chose the products with strong functions (but with less attractive appearance), while in the opposite situation, they tend to chose the products with attractive appearance(but with less strong functions). In study 3, the strong brand label overwhelmed the negative aesthetic effect. Yet when the product of strong brand label with superior functions, but less attractive appearance, customer would eventually chose the brand product with superior functions. However, when changed to strong brand with inferior functions, customers would prefer to choose the product of weak brand with superior functions.
In addition, the ideal-self-centered customers prefer products with attractive appearance, comparing to the ought-self-centered customers. Thus, companies can make use of those results to increase company performance and cultivate the loyal customers.

並列關鍵字

self-concept ； perceived of brand ； cognitive conflict ； product aesthetic and function

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