適度美學對產品評價的影響－以促銷方式和調節焦點為干擾變數

現今產品越來越多元，設計也多樣化，要如何在眾多商品中，令消費者第一眼就注意到，成為業者在產品外觀設計的一大難題，同時為了提升消費者的購買行為，業者在行銷方面經常使用促銷方式吸引消費者的目光，因此本研究希望提供給業者在產品外觀設計及採用促銷方式銷售時的建議。而消費者產生購買行為時，亦可能會被本身的特質所影響，因此想了解不同人格特質的消費者，在面對不同適度美學商品時對產品評價的差異性。本研究目的在探討產品外觀設計對產品評價的影響，並以促銷方式和調節焦點為干擾。產品外觀設計是利用適度美學原理區分為四種組合，本研究標示為A高度適度美學、B適度美學、C適度美學與D低度適度美學 (Giese, Malkewitz, and Henderson, 2014)，且延續董芷伶（2015）之研究，採用其研究兩種產品香水與紅酒適度美學原理之圖片，根據Dodds, Monroe, and Grewal (1991) 提出知覺品質、知覺價值和購買意願三個構面來衡量產品評價，在人格特質方面，根據Higgins(1997)的調節焦點理論依個體追求目標的動機分為促進焦點及預防焦點，促銷方式則分為「價格促銷」與「非價格促銷」兩種 (Campbell and Diamond, 1990)，價格促銷以「價格折扣」代表，非價格促銷以「贈品」代表。本研究共發放865份問卷，其中700份為有效問卷，165份為無效問卷，有效問卷回收率為80.9%，並以SPSS進行統計分析。研究發現，香水在產品外觀設計對產品評價有顯著影響，適度美學較非適度美學有更高的知覺價值及購買意願，在促銷方式干擾下，外觀設計對產品評價有顯著影響，組合B適度美學贈品促銷較打折促銷有更高的產品評價，組合C則相反，在調節焦點干擾下則沒有影響。紅酒在產品外觀設計對產品評價有顯著影響，在高度適度美學時，較B適度美學與低度適度美學有更高的知覺價值，在促銷方式干擾下，外觀設計對產品評價無顯著影響，在調節焦點干擾下也無顯著影響。研究顯示香水產品較適合外觀採用適度美學原理設計，且B適度美學適合贈品促銷、C適度美學適合打折促銷，因此廠商可以在外觀上加以細分，運用適度美學組合「高知覺吸引力和中知覺強度」搭配贈品促銷和「中知覺吸引力和高知覺強度」搭配打折促銷，以提高商品銷售量。紅酒產品在此次研究上並非符合適度美學原理，但廠商能根據外觀為A高度適度美學之紅酒產品，利用贈品促銷為行銷手法，使其有更高的銷售量。

關鍵字

適度美學原理；產品評價；促銷方式；調節焦點

並列摘要

Nowadays, the products are more and more diversified, and the design of them goes the same way. How to attract consumers, attention at first glance amongst so many commodities, becomes a major problem when them. Simultaneously, in order to trigger the consumers’ buying behavior, in the marketing aspect, companies often use promotional methods, this research hopes to provide suggestions on product design and sales promotion. In addition, the consumers may also be affected by their own traits when purchase, therefore, we wish to understand the difference in product evaluation that consumers with different personality traits, in the face of virious stages of aesthetic products. The purpose of this study is to explore the impact of product design on product evaluation, the interference is designed to be the promotion methods and focus adjustment, and product design is divided into four combinations using the aesthetic middle principle, which are labeled as A high-grade moderate-degree aesthetics, B moderate-degree aesthetics, C moderate-degree aesthetics, and D low-grade moderate-degree aesthetics (Giese, Malkewitz, and Henderson, 2014), and continues Dong Zhi-Ling’s research (2015), using the photos of two products of perfume and red wine from her research, and Dodds et al. (1991) proposed three aspects of perceived quality, perceived value and willingness to buy to measure product evaluation, in terms of personality traits, based on the regulatory focus theory of Higgins (1997), who divded person truits into promotion focus and prevention focus according to the motivation of individual pursuit of goals. The promotion method is divided into “price promotion” and “non-price promotion" (Campbell and Diamond, 1990), the price-promotion method is represented by “price discount”, and the “non-price promotion” is represented by “free gift”. A total of 865 questionnaires were distributed, 700 of which were valid questionnaires. 165 were invalid questionnaires, and the effective questionnaire recovery rate was 80.9%, and statistical analysis is done by SPSS. The study found that the product design of perfume has a significant impact on product evaluation, moderate-degree aesthetics has higher perceived value and willingness to buy than non-moderate aesthetics, in the form of promotion interference, product design have a significant impact on product evaluation, combination B with free-gift promotion has a higher product evaluation than discount sales, while combination C has no impact when the regulatory focus interference is implemented. The product design of red wine has a significant impact on product evaluation, and combination A has higher perceptual value than B and D, under the interference of promotion methods, the design has no significant effect on product evaluation, it neither has no significant effect under the interference of regulatory focus adjustment. The research shows that perfume products are more suitable with the design that adopts the aesthetic middle principle, and combination B moderate-degree aesthetics is suitable for free-gift promotion, and combination C is suitable for discount promotion, so companies can subdivide by the appearance, using the combination of the aesthetic middle principle, which refers to high perceived attractiveness and medium perceived strength to collocate free-gift promotion, and “medium perceived attractiveness and high perceived strength” to collocate with discount promotion, to increase the sales volume of the products. The red wine products in the study do not fit in with the aesthetic middle principle, but based on the appearance of a high-grade aesthetic wine, the companies can use the free-gift marketing technique to have higher sales volume.