年輕族群對精品皮件產品設計屬性重要性認知－以路易威登（Louis Vuitton）為例

A study on young generation’s important cognition toward product design attributes of luxury leather goods－Louis Vuitton as an example

許瑋芸(Wei-Yun Hsu)

指導教授 ： 黃文宗

中原大學/設計學院/商業設計學系/碩士(2008年)

https://doi.org/10.6840/cycu200800412

摘要

在現今的消費市場裡，人們往往透過商品意象來傳達自我，精品所具備的附加價值即滿足了消費者對意象傳達的需求。在這樣的消費文化裡，精品的消費族群不斷的擴大，且年輕族群也成為受關注的新消費者。本研究之研究目的即在於以LV皮件為例，蒐集其具有辨識性之設計元素並彙整精品皮件產品設計屬性，以探討不同性別、職業、購買經驗之18到30歲年輕族群對精品皮件產品設計屬性之重要性認知差異及排序。
　　本研究以問卷調查法蒐集資料，有效回收問卷為260份。經資料分析後，本研究結論如下：
一、 精品皮件產品設計屬性可概分為五項：功能屬性、形式屬性、彰顯屬性、工藝屬性、擴大屬性。
二、 年輕族群之性別對精品皮件產品設計屬性重要性認知有顯著差異。年輕女性對於精品皮件的多用途性、多元使用方式、外觀造型較為重視，且較重視細微設計。而年輕男性在使用皮件時，對於彰顯屬性較為重視，對特殊的使用方式和用途較不重視。
三、 基於經濟能力和購買心態，年輕族群之職業對精品皮件產品設計屬性重要性認知無顯著差異。
四、 年輕族群之精品購買經驗與精品皮件產品設計屬性重要性認知有顯著差異。有購買精品皮件經驗者較重視購買精品的特質。且有購買精品皮件經驗之年輕女性較男性重視精品皮件之功能及實體外觀造型。
五、 年輕族群對於精品皮件產品設計屬性認為最重要的為形式屬性，也就是說在材質、色彩、尺寸等外觀造型需有多元的選擇。其次在工藝技術和品質方面也需維持一定精品產品之水準，如此他們才願意花錢購買他們認為值得的精品皮件。

關鍵字：精品、皮件、產品設計屬性、年輕族群、LV

關鍵字

產品設計屬性 ； 精品 ； 重要性認知 ； LV

並列摘要

In today’s consuming market, people try to communicate themselves through imageries of products. The values of luxury satisfy people’s needs. In this kind of consuming culture, consumers constantly expand. And the young generation is being concerned as a new group of consumer. The purpose of this study is to collect design elements of LV’s leather goods to generalize product design attributes of luxury leather goods, and to analyze important cognition toward product design attributes of luxury leather goods of young generation from age 18 to 30 with different gender, occupations and buying experiences.
This study collects respondents’ data by questionnaire, there are 260 effective questionnaires. After analyze, the conclusions of this study are as follows:
1. There are 5 product design attributes of luxury leather goods: function, formal, conspicuous, craft and augmented attribute.
2. There are differences in important cognition toward product design attributes of luxury leather goods with different gender in young generation. Female attach more importance to function, formal and detail design of leather goods. On the other hand, male attach more importance to conspicuous.
3. Base on the economical ability and the attitude toward buying luxury, there are no difference in important cognition toward product design attributes of luxury leather goods with different occupations.
4. There are differences in important cognition toward product design attributes of luxury leather goods with different buying experiences. Respondents who had bought leather goods attach more importance buying the characteristic of luxury. Female who had bought leather goods attach more importance to function and formal of leather goods.
5. Young generation attach most importance to formal attribute. They need more choices in material, colour and size. Moreover the technology in craft and the quality should maintain the standard of luxury goods. So that they’re willing to purchase the luxury leathers which worth for them.

Keyword: luxury, leather goods, product design attributes, young generation, LV

並列關鍵字

LV ； important cognition ； product design attributes ； luxury

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