不同年齡女性族群手提包設計創作

The Handbags Creative Design for Different Women Groups

黃宜婷(YI-TING HUANG)

指導教授 ： 周文智

朝陽科技大學/設計學院/工業設計系/碩士(2016年)

摘要

時代的演進，女性的消費行為從為家庭購買轉換為自己購買，其購買力逐年在市場上占有一席重要之地。如此競爭的市場，促使各大業者紛紛投入瞭解女性的消費心理和行為，其中流行服飾業裡的手提包，也是許多女性不可或缺的產品。然而不同年齡的女性族群在消費型態上有所差異，誘發本研究想進一步了解不同年齡女性族群對於手提包造型喜好的不同，且進而設計適用於不同年齡女性族群的手提包。有鑒於此，本研究以手提包為研究標的，以20-40歲的年輕女性及41-60歲的中年女性為研究對象，針對兩族群探討不同年齡層女性對手提包樣式的喜好差異，並透過問卷調查手提包銷售員及女性消費者對手提包造型的喜好趨向。調查結果顯示，年輕女性喜好托特包及正方形寬包等具有寬大簡易的包款；中年女性喜好正方寬包、垂墜通勤包與晚宴華麗包等具有多功能的包款。乃針對兩女性族群的調查結果以進一步設計與創作，其中年輕女性選用最喜好的托特包款進行設計發想，以皮革及整體造型風格傳達著年輕女性的青春活力、堅毅、跳‧躍的心理寓意。中年女性則選用喜好包款中的正方寬包身進行創作設計，以皮革及整體造型風格代表中年女性外表雖穩重、堅韌，內心卻隱密著渴望綻放的少女。最終進行訪談式設計驗證，結果得知兩款手提包符合風格、意象的傳達，也認同款式符合兩年齡女性族群。

關鍵字

年輕女性 ； 消費型態 ； 手提包 ； 女性 ； 中年女性

並列摘要

As time goes by, women’s consumer behavior has been transferred to individual buying from family buying. Purchasing power has an important place in the market year by year. Such a competitive market may facilitate each major industry to launch on the market one after another for better understanding of women’s consumption psychology and behavior, including handbag, an indispensable product for many women in the fashion industry. However, women in different age groups may have different consumption patterns, which attracted us through this study to know more about women’s preference for different handbag modeling in different age groups, and then design handbag suitable for women in different age groups. Therefore, this study selected handbag as the research object, and enrolled young women aged 20-40 and middle-aged women aged 41-60 as the research subjects to investigate the difference in preference for handbag shape between these two age groups. And conducted a questionnaire survey on the tendency of preference for handbag shapes as perceived by handbag salesmen’s and female consumers. Investigation results show that young women prefer wide and easy style of Tote bag and square shape with wide bottom bag; middle-aged women prefer multi-functional style of square shape with wide bottom bag, draped commuting bag and dinner party gorgeous bag, etc. Further design and creation are made in accordance with the investigation results of women in two age groups. The design thought comes from young women’s preference for tote bag, It transfers the young, energetic, firm and jumping thoughts mentally about young women by leather texture and whole shape style. It is chosen handbag shape in among of the bags the middle age women like under the study to design. It indicates the steady, firm appearance and secret feelings like young girls want by leather texture and whole shape style mentally about women. The final interview study shows the two handbags satisfy the style and image and identity the type match the two age group women.

並列關鍵字

Young women ； Consumption patterns ； Handbag ； Female ； Middle-aged women

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