文創產品情感設計與消費者購買意願之研究

The Study of Cultural and Creative Products' Emotional Design and Customer Purchase Intention

蘇文仲(Wen-Zhong Su) ； 林伯賢(Po-Hsien Lin) ； 韓豐年(Feng-Nien Han)

《中華印刷科技年報》 2018 (2018/04) Pp. 213-224

摘要

近幾年台灣文化創意產業的發展相當熱絡，相關商品如雨後春筍般在市場上銷售，但在競爭的市場上，什麼樣的文創商品可以獲得消費者青睞，才能創造商品在市場的差異化，避免紅海的競爭而失去商品力。本研究採用Norman（2004）所提出的情感設計三元素之本能設計、行為設計與反思設計，探討文創產品設計與消費者購買意願之關聯性。研究的流程包含二個階段，首先在故宮精品館、台灣文創禮品館、Pinkoi等三大網站，邀請專家篩選暢銷排行榜之文創商品；第二階段提供篩選後的文創商品，受測者對於產品設計的喜好進行個人直覺性的問卷核選。經過統計分析得到的結論是，文創產品情感設計三元素之反思設計，最能影響消費者購買意願。

關鍵字

文化創意產品 ； 情感設計 ； 購買意願

並列摘要

Recently, the development of cultural and creative industry is rife in Taiwan and relevant commodities enjoy brisk sales on the market. However, on the competitive market, what kind of cultural and creative commodities will attract the eyeballs of consumers? How can we create market differentiation for commodities in order to avoid cut-throat competition and lose competition of commodities. This study adopts the three emotional design elements proposed by Norman (2004): Visceral, Behavioral and Reflective design. The purpose of this study is to explore purchase Intention of consumer in selecting cultural and creative products. The flow of study is divided into two stages, first post on websites of Palace Museum Boutique Pavilion, Taiwan Cultural and Creative Souvenirs Pavilion and Pinkoi, and invite experts to screen cultural and creative products on bestseller list; the second stage provides cultural and creative commodities after screening and selection of questionnaire for individual intuitiveness of tester's preference for product design. The conclusion of this study shows reflective design of cultural and creative products significant correlation in preference of consumers.

並列關鍵字

cultural and creative products ； emotional design ； purchase Intention

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