原住民圖騰創新設計意象配對與服飾消費態度之探討

An Investigation of the Relationship among Image Match, the Innovative Design of Aboriginal Totem, and Clothing Purchase Attitude

徐秀如(Hsiu-Ju Hsu) ； 黃小玲(Hsiao-Ling Huang) ； 鐘淨馨(Ching-Hsin Chung) ； 蔡佩芸(Pei-Yun Tsai)

《創造學刊》 4卷1期 (2013/03) Pp. 25-49

摘要

近年來文化創意產業發展蓬勃，許多原住民工坊致力於開發更貼近消費群喜歡的原住民圖騰服飾品及相關產品，因此本研究主要目的為將傳統圖騰，以符合時下潮流的前提下，先進行意象配對創新設計圖騰，再探討大學生消費群對意象配對創新設計之圖騰應用於服飾商品之消費態度。本研究分為兩階段進行，第一階段以排灣族與魯凱族傳統圖騰太陽、陶壺與百步蛇為範例，將原始圖騰根據意象配對要素，轉換成創新設計之圖騰，每個原始圖騰各選出3個代表的創新設計之圖騰；第二階段則以承接上階段研究結果，以原始圖騰與轉換成創新設計之圖騰進行語彙意象配對，並將意象配對篩選出代表的創新設計之圖騰應用於服飾商品，探討大學生消費者對意象配對創新設計之圖騰的消費態度。以問卷調查方式進行，共發出問卷561份，回收556份，有效問卷546份，資料統計分析計有敘述性統計、獨立樣本T檢定與單因子變異數分析。研究結果發現：對原住民文化了解程度不同的大學生消費者，對意象轉換後的創新設計符之圖騰的態度有顯著差異；不同人口統計變數下的消費者對意象轉換後的創新設計圖騰的態度有顯著差異。

關鍵字

原住民 ； 圖騰 ； 創新設計 ； 意象配對 ； 服飾消費態度

並列摘要

Recently, the development of culture creative industry is flourishing. A lot of aboriginal art studios devote themselves into developing aboriginal totems in order to get closer to consumers of the generation next. Therefore, the purpose of this study is to redesign innovative traditional totems to fit to chic trend right now, and also to investigate the clothing purchase attitudes of consumers toward the redesigned innovative totems. The study was divided into two stages. First stage was using Paiwan and Rukai Tribes' original symbolic totems: sun, pottery pot, and Deinagkistrodon acutus as the cases' study to become the innovative design totems. And, 3 reprehensive innovative design totems for each original symbolic totem were selected from these innovative design totems. Questionnaire was applied to collect the data to find out the represent of the redesign innovative totems. The second stage was used the result of the first stage to investigate the consumers' clothing purchase attitudes toward the redesigned innovative totems and to include according to the image of original totems to redesign the innovative totems, and do primary sieve in totems and word. A self-administered questionnaire was used to collect the data. The Total 561 questionnaires were released, 556 questionnaires were taken back, and 546 questionnaires were valid. All the data were analyzed by Excel and analysis tools in SPSS, such as descriptive statistic, T-test and one-way ANOVA. The results showed that there was significant difference in the attitudes toward the innovative design totems in the new generation consumers with different levels understanding of aboriginal culture. And also there was the significant difference in the clothing purchase attitudes of the new generation consumers who are under different variability of demographic toward the innovative design totems.

並列關鍵字

Aboriginal ； totem ； innovation design ； image match ； clothing purchase attitude