手感產品之價值與利益評價力分析

The Analysis on Benefit Evaluation and Value of Hand-touch Products

黃淑琴(Shu-Chin Huang) ； 賴志松(Chih-Sung Lai)

《聯大學報》 5卷1期 (2008/06) Pp. 159-179

https://doi.org/10.29847/JNUU.200806.0009

摘要

消費社會已從符號消費轉向體驗消費，追求更深層的內在感動。手感產品是一種承載原創性與美感，同時表達自我、抗議對環境不滿的消費物件，其產品魅力既非價格、數量或品牌，而是創造的感動。手感產品如何打動消費者？又為何能打動消費者？這將是手感產品的市場利基。為此，本研究運用方法目的鏈結模式，以階梯法深度訪談80位手感產品消費者，探討其消費價值的形成歷程，並依據Pieters, Baumgartner and Allen (1995)所提的產品利益評價方式，確認手感產品的關鍵利益。研究結果發現，手感產品可為消費者帶來愉悅感、滿足感、得意、成就感、踏實、享受生活、甜蜜、回憶、價值感、自信與與眾不同等11項價值；且在18項產品利益中，以獨特少見、贈禮、渴望擁有、增加趣味、吸引目光、實用性最重要。在四類手感產品分析顯示，飾品類著重獨特少見、吸引目光、避免浪費；玩偶類以獨特少見、渴望擁有、紀念性、實用性、增加趣味；生活雜貨重視獨特少見、避免浪費、增加趣味、符合預算、品質卓越；公仔陶藝品著重贈禮、渴望擁有、品質卓越、符合預算、實用性。基於前述，提出管理意涵與未來研究建議。

關鍵字

顧客價值 ； 方法目的鏈結模式 ； 產品利益 ； 手感產品

並列摘要

As consumer market shifting from symbol consumption to experience consumption, consumers pursue deeper affecting from products. Hand-touch product is a kind of consumptive objects bearing with originality and aesthetics, self expression, and environment protestation. The fascination of the product does not lie in its price, quantity, or brand, but the touching of creation. Therefore, how hand-touch products move consumers? Why they can affect consumers? The answer will be the niche of these products.
This research employs means-end chain model (MEC) to explore the formation of consumption value by in-depth interviewing eighty consumers of hand-touch products with laddering technique, and hence to confirm the critical benefits of hand-touch products according to the benefit evaluation model.
The research findings are as following: Hand-touch products convey eleven kinds of value to consumers, including pleasure, satisfaction, glory, achievement, stability, enjoyment, sweetness, memory, merit, self-confidence, and uniqueness. The most important among eighteen product benefits are rareness, gifting, eagerness to own, interesting, drawing attention, practicability. Among four kinds of hand-touch products, bijoux emphasize rareness, drawing attention, avoiding squander. Dolls highlight rareness, eagerness to own, memorability, practicability, interesting. Sundries stress rareness, avoiding squander, interesting, budget control, and quality. Ceramics accentuate gifting, eagerness to own, quality, budget control, and practicability. According to the results, the market positioning of hand-touch products should be identified by their core value, and different type of the products should be in accordance with different positioning. Furthermore, the evaluation results of critical benefits of hand-touch products could be used to develop differentiating marketing strategy.

並列關鍵字

customer value ； means-end chain model ； product benefits ； hand-touch product

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