近年來台灣觀光蓬勃發展,帶動地方產業,「發展地方特產伴手計畫」成為重要發展政策。各地方開發屬於自有特色商品,透過口味創新研發、獨特包裝,成為美味及美觀的特產,而糕餅類產品也成了伴手禮品重點之一。烘焙老店見證台灣發展歷程,企業為順應時代改革變動,經營上除了推出傳統與現代兼具、中西合璧的商品外亦保留老店老風味。因此,「產品設計」成為企業重視課題之一,企業設計者如何設計出能與消費者產生共鳴,吸引消費者購買並留下良好的使用經驗,透過設計,對品牌、產品產生「增值」效益,成為企業創新發展重點。 本研究採用學者Norman提出有關產品設計的三層次情緒觀點(本能、行為、反思)為主要理論與架構,分析使用者在產品使用時的情緒反應,以取得一個完整全面的使用者經驗。以實驗法為研究方法,依據情緒設計觀點於本能、行為、反思層次的設計因素,分別設計實驗伴手禮的刺激物,作為自變項;另使用者(烘焙專家、設計專家、一般消費者)在接受刺激物後,所引發的情緒反應為依變項,並進一步探討情緒起因,以了解使用者的實際需求。 研究結果發現三層次的交互作用複雜,在情緒起因的分析上,以反思層次影響最為深遠。本研究強調互動脈絡的使用者經驗,取得完整的使用者面貌,結果可使業者了解消費者對其新設計產品的使用者經驗及其對產品的認知,進而提供業者未來產品設計與行銷策略參考。
In recent years, Taiwan has prosperous tourism which brings up the development of local industries; therefore, “Plan of developing local souvenir” becomes a vital policy. Each place explores its own feature products which become delicious and artistic with innovative flavors and unique package. Cakes and cookies are one of the important souvenirs. Old bakeries witness the development process of Taiwan. In coping with the time and reform, companies launch products combining tradition and modern, Chinese and Western while keeping the ancient taste of old bakeries. Therefore, “product design” becomes one of the matters that companies emphasize. How to design a product that can resonate with the consumers, intrigue their buying desire and leave good experiences and, through design, have “added value” effect to the brand and the product is the main focus of business innovation. This study adapts the three-layer emotional prospect (instinct, behavior, reflect) on product design proposed by Norman as the main theory and framework, analyzing the emotional reaction when using the product to obtain complete experience. Using empirical method, we design the stimulators as the independent variables according to the emotional prospects of instinct, behavior, and reflection. The emotion incurred by the users (bakers, design professionals, and consumers) after receiving the stimulations as the dependent variables. We further discuss the reason of the emotions and understand the actual need of the users. The results found out that the interaction of the three-layer is complicated. When analyzing the reasons of the emotions, the reflection has the most profound influence. This study emphasizes on the interactive stream of the user experiences in order to have the complete aspect on the users. The results allow the business owners to understand the experiences and recognition that the consumers have on the new designed products; therefore, it further provide as a reference to the business owners in future product design and marketing strategies.