摘要
在全球化的經濟趨勢下，各國創意產業無不追求在地化的特色展現，文創設計在此股風潮下各譜其曲，設計模式與取材亦傾向從在地文化著手紮根。因此，本研究擬以中國文藝理論為根基藉由劉勰《文心雕龍》〈體性篇〉所提出之風格特色，探究在現今全球價值鏈與倡導創意產業經濟之時代背景下，代表臺灣意象的文創商品所呈現之風格特性為何。本研究以專家選樣，德國紅點設計獎得獎作品，文創精品獎作品等三部分為研究標的，探究《文心雕龍》〈體性篇〉8類風格分類下臺灣文創商品的風格取向，接續探討「文化，創意與喜好」三向度與風格評定之相互關係，同時亦探知受試者背景是否影響風格認知偏好。研究得知，目前代表臺灣意象之文創工藝類商品具「典雅，遠奧」風格，為最具文化深度之商品；而最具創意度與喜好度之商品，則具「精約」特質，亦接近「新奇，輕靡」特性；另外，「創意度」的評定與消費者「喜好度」最為正相關。在受試者差異下，設計／藝術背景較其他領域評分嚴苛且普遍於「典雅，繁縟」評定呈現顯著差異性；而性別與年齡之背景差異，則於「壯麗，精約」風格認知分歧，研究得知，當代臺灣文創風格為屬於意義明暢，型態精練的文化與創意特質最獲青睐。希冀本研究結果能對於臺灣文創商品風格現況有更深認識，並提供予設計領域參酌。
並列摘要
Under the trend of economic globalization, the creative industries all pursue local features to compete for business over the world. Therefore, cultural and creative product designs are trying to take root on cultural elements for localization. This research utilized 《Wen xin Diao Long》〈Ti Xing Chapter〉 the Chinese literary theory, to investigate the styles of Taiwan image on cultural and creative products in this period of time. The researcher took sampling chosen by experts, works of Red Dots Awards and works of Cultural and creative Awards as research targets to probe the style attributes of Taiwan cultural and creative products based on the eight classifications of 《Wen xin Diao Long》〈Ti Xing Chapter〉 The following research objective was to investigate the relationship between ＂Culture, creativity and Preference＂ and these eight classifications. In addition,trying to explore whether the background of subjects influence their recognition for styles. This research found that the styles of ＂elegant, implicit＂ possess the most cultural quality; the style of ＂succinct＂ possess the most creativity and preference. And preference would be affectedsignificantly by creativity of products. For the difference of subjects' background, the participants with design art background evaluated products more strictly, and showed significant difference on the style ＂elegant, elaborate＂ and gender / age differences had significant variety on the style ＂luxuriant, succinct'. The results of this research hopefully would provide more understanding about the styles of Taiwan cultural and creative products for the field of design.