手工製品效應： 購買手工製品有什麼特別的地方？

本研究目的是探討“手工製品效應”，瞭解消費者為什麼選擇手工製品勝過於機器製品，及瞭解尚未被深入研究的手工製品生產模式。針對531位消費者進行三種不同的問卷調查，本研究針對所收集之資料進行ANOVA、MANOVA、多項式迴歸分析進行資料分析。研究結果顯示：手工製品效應透過產品品質、銷售服務、創意性、環境友善…等因素，影響消費者對手工產品的購買意願；儘管機械自動化發展快速，手工製品仍因本身具有獨特性受到消費者青睞，手工製品的製造商與經銷商，可將市場著重於產品本身的差異化，使行銷發展更有效率；此外，由政府及相關利害關係人，推廣與行銷手工產品，有助於保護與發展傳統手工藝品的市場。

關鍵字

手工製作；高介入；低介入；消費者購買意願；傳統手工藝品

並列摘要

This research aims to examine the “handmade effect” - if, how and why customers choose handmade over machine-made and products not mentioning production mode. By interviewing and distributing three questionnaire surveys to 531 well-selected respondents, the research has been the first series of tests succeeded to prove the handmade effect as well as explain and compare which attributes determine customer’s purchasing intention between high and low involvement handmade products; and contribute to stimulate the development and preservation of traditional handicraft. ANOVA, MANOVA and Polynomial regression are performed and suggest that despite the rapid development of automatically machine, products promoted as handmade are still in consumers’ favor thanks to their outstanding features. Based on these initial statistic evidences handmade producers and marketers could focus to highlight products differentiations, hence promote more efficiently. The findings also enable governments and other related stakeholders to preserve and promote traditional handicraft products into contemporary markets by forming more effective marketing approaches.

並列關鍵字

Handmade ； High-involvement ； Low-involvement ； Customer purchasing intention ； Traditional handicraft.

參考文獻

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手工製品效應：購買手工製品有什麼特別的地方？

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