品牌個性與產品外觀設計之研究

The Study of Brand Personality and Product Appearance Design

楊皓舜(Hao-Shun Yang)

指導教授 ： 吳忠敏

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2008年)

摘要

在消費者的購買決策中，品牌是一項重要的考量因素。然而，產品是品牌的核心，當產品功能屬性相似時，消費者將同時透過品牌與產品外觀設計的輔助，來進行購買決策，特別在生命週期較短的流行性商品的消費中更為明顯。而手機在高度的競爭環境中，已儼然具備流行性商品的特質。另外，在品牌塑造的過程中，品牌個性所傳遞的象徵性意義，被視為消費者用來進行自我展現的一項重要工具。故本研究將利用手機外觀設計來傳達品牌個性，以深化產品、品牌與消費者之間的關係。

外觀設計是20到29歲消費者，在選購手機時的重要考量，故本研究以此為抽樣對象，進行網路問卷調查，共計樣本數127位，並透過認證機制，避免重覆填答。研究方法部分，透過專家訪談篩選手機外觀設計屬性，並經由部分因子直交設計後，產生十六種設計組合；另外，為了更貼近消費者的需求，我們利用生活型態量表，搭配因素分析與集群分析，以界定不同消費者之生活型態；並且運用聯合分析和語意差異法，得到不同品牌個性中，消費者對於不同手機外觀設計之成份效用值，以了解外觀設計屬性之偏好。

依據資料分析結果，不同生活型態的消費者，對於手機外觀設計的偏好與品牌個性的認知有所不同；並且藉由本研究之方法，深化品牌個性與產品外觀設計的關係；另外，我們亦得到不同生活型態的消費者，於不同品牌個性中之最佳化設計方程式，藉此提供手機產業廠商，在建立品牌個性與產品牌外觀設計的參考與指導方向。

關鍵字

品牌個性 ； 外觀設計 ； 聯合分析

並列摘要

Brand is a key factor in consumers’ buying decision, however, product is the essential of brand, consumers would make a choice through both brand and product appearance design due to product has similar function and attributes, fashionable commodity with shorter life cycle especially. Brand personality is considered as an implement in branding, consumers also use symbolic meanings of brand personality to self-express. Therefore, mobile phone is having the features of fashionable commodity in today’s keen competition environment. The purpose of this study is to take advantage of product appearance design to express brand personality. In addition, the relationship among product, brand, and consumers would be identified in depth in this study.

Appearance design is an important consideration to buy a mobile phone between 20 and 29, thus they are subjects in this study. We used online survey and returned 127 samples, moreover, registration is given in order to avoid repeat to fill in. In methodology, first, attributes and levels of mobile phone are selected through expert interview and 16 combinations of mobile phone design are generated through fractional factorial orthogonal design; second, consumer life style are identified through life style scale tie in with factor analysis and cluster analysis; third, part-worth of each levels is obtained in each brand personality through conjoint analysis and semantic differential method.

As a result, different consumer life style has different preference of mobile phone appearance design and perception of brand personality. Moreover, the relationship between brand personality and product appearance design are identified in depth through methodology in this study. In addition, the optimal design formula of each brand personality in different consumer life style is obtained to provide firms of mobile phone industry a direction and guideline to build strong brand and product appearance design.

並列關鍵字

Brand Personality ； Appearance Design ； Conjoint Analysis

參考文獻

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