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  • 學位論文

造形元素對大專生平價奢華手錶認知之影響

The Effects of Design Elements on College Students' Cognition of Masstigious Watches

指導教授 : 葉雯玓

摘要


以往消費者在購買商品時,常以產品功能或售價為首要購買考量因素;但隨著生活水準提升,消費者開始重視生活品味,對於產品購買考量因素也出現變化,有別於過去只重視產品功能,如今消費者已逐漸開始注重產品體驗,並期望花費親民的價格即可購買到能夠表現出自我風格與生活品味的產品,稱之為平價奢華潮流。 本研究主要探討大專生對平價奢華手錶造形元素之認知,期望了解(1)大專生購買平價奢華手錶時之需求與考慮要素。(2)大專生對於手錶之平價奢華特性認知。(3)探討不同造形元素對大專生平價奢華認知之差異。資料蒐集方式以問卷調查為主,共抽樣120位具有設計相關背景之大專生進行手錶之平價奢華認知評估,藉由評估本實驗錶款之錶殼、錶面、錶帶造形元素與功能設計,了解不同造形元素對平價奢華手錶認知之影響。分析結果發現,(1)大專生在購買平價奢華手錶時,以錶款能夠搭配其服飾為主要購買需求,設計品味則為首要考慮購買要素。(2)本實驗中性錶款之3bar防水、日期顯示以及碼錶等功能設計、無彩色一體針扣式的錶帶設計、圓形金屬材質的錶殼設計以及無彩色配合冷色系的錶面色彩搭配,獲得較高的平價奢華感受。(3)本實驗男性錶款之5bar防水設計、藍寶石水晶鏡面、圓形薄型金屬材質錶殼設計、薄型錶帶設計以及無彩色錶面色彩搭配,獲得較高之平價奢華感受。(4)本實驗女性錶款之金屬材質錶帶、指針型顯示方式,獲得較高之平價奢華感受。

並列摘要


Product function and product price were the main consideration factors of consumers before. But people start to value life taste duo to their better living. Therefore the factors of consumption change. Product experience is an important issue now. Consumers want to buy a product which is representative of their style with a reasonable price. This is the trend of “Mass Goods”. This research explores the effects of design elements on college students’ cognition of masstigious watches. In addition this research investigates the purpose and condition of college students’ purchasing masstigious watches. Questionnaire survey was adopted in this research to collect data. One hundred and twenty college students with design background were sampled to participate in the research to understand their cognition of the masstigious characteristics of selected watches for young adults. The relationship among the participants’ masstige evaluations of each selected watch and its case, face, and band was analyzed. It is indicated in the research results that (1) the main consideration factor of purchasing a masstigious watch is it match with the consumer’s cloth style and the watch should be of a good design taste, (2)the characteristics of the masstigious watches designed for college consumers of both sexes are with the function of 3 bar waterproof, date display and stop watch, achromatic color one shape buckle style band , mental circular watch case and the surface with achromatic color coordinate with cool colors style; the man's watch which has 5 bar waterproof, sapphire crystal mirror with circular flimsy mental watch case design, and flimsy band coordinate with achromatic color surface design; the woman's watch design such as mental band and watch hand time display style, own the higher sense in masstigious watch.

並列關鍵字

Luxury New Luxury Masstige Goods Design Elements Watch

參考文獻


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