情感設計因素影響文創產品喜好之模式建構與分析

A Study on Framework Development and Emotional Design Factors Affecting Consumers' Preferences for Cultural and Creative Products

顏惠芸(Hui Yun Yen)

產品設計 ； 情感設計 ； 購買意願 ； 喜好度 ； Product Design ； Emotional Design ； Purchase Intention ； Preference

設計學報

23卷4期（2018 / 12 / 01）

21 - 44

繁體中文

當今是以設計主導情緒感官的時代，文化創意融入設計在這股風潮中成為提升國家競爭力的重要關鍵，加上網際網路促進了世界各地消費市場之間的互動，這種日益增長的趨勢顯示具有情感設計特徵和獨特性的產品有被設計的必要。本研究目的在探索消費市場產品設計現況與產品設計教學成果之差異，並分析這些差異以確定目前產品設計的重點。透過調查網路商店商業作品與相關科系大學生的產品設計作品，探討產品情感設計因素影響消費者購買意願與喜好度。本研究結論為：1.本研究以產品情感設計為基礎所建構的量表具有可行性；2.產品情感設計能影響受測者對產品的喜好度進而提高購買意願；3.根據教學方法進行產品設計，學生作品也能具有商業作品的設計水準。未來，這些原則可以融入設計教育，培養符合市場需求的設計人才；這些原則也可以提供給相關產業作為設計產品的參考依據。

In the era in which design dominates emotional senses, the integration of cultural creativity into design has become the important key to enhancing national competitiveness in this trend. Internet technology has facilitated the interaction between consumer markets around the world. This growing trend underscores the need to study products with emotional design characteristics and uniqueness. This study aimed to explore the differences between currently available design products in the consumer market and the assignments of product design courses to identify the prevailing principles of product design at present. This study investigated the design products by professional designers and university students to determine the influences of product emotional design dimensions on consumers' purchase intention of and preference for those products. This study reached the following conclusions. First, the proposed measurement scale for product emotional design is feasible. Second, the emotional design of a product influences preference for the product, which in turn strengthens purchase intention for that product. Third, appropriate teaching methods may equip students to produce works of commercial value. In the future, these principles can be integrated into design education to cultivate design talents who satisfy market needs. They can also serve as a reference for related industries in product design.

1. 朱柏穎、陳立杰、俞維昇(2010)。產品認知價值之情感向度指標萃取與評價模式研究。設計學報，15(1)，25-49。
   連結：
2. 林榮泰、林伯賢(2009)。融合文化與美學促成文化創意設計新興產業之探討。藝術學報，85，81-105。
   連結：
3. 徐啟賢、林榮泰(2011)。文化產品設計程序。設計學報，16(4)，1-18。
   連結：
4. 曾聖文、陳宇軒(2012)。品牌熟悉度、商品特性對運動鞋相似品購買意願及忠誠度之影響：以個人特質為干擾變數。運動休閒管理學報，10(1)，44-63。
   連結：
5. 楊敏英、游萬來(2008)。Alessi 產品之產品個性。設計學研究，11(1)，1-22。
   連結：
6. 廖世義、黃鈺婷、譚子文(2009)。行銷管理美學要素之初探。行銷評論，6(3)，391-422。
   連結：
7. 顏惠芸、林榮泰(2012)。從文創產業的感質商品到商業模式的設計加值。藝術學報，91，127-152。
   連結：
8. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
9. Anderson, S. P.(2011).Seductive interaction design: Creating playful, fun, and effective user experiences.Berkeley, CA:New Riders.
10. Ashby, M.,Johnson, K.(2003).The art of materials selection.Materials Today,6(12),24-35.
11. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structural equation models.Journal of the Academy of Marketing Science,16(1),74-94.
12. Baker, M. J.,Churchill, G. A., Jr.(1977).The impact of physically attractive models on advertising evaluations.Journal of Marketing Research,14,538-55.
13. Batra, R.(Ed.),Seifert, C.(Ed.),Brei, D.(Ed.)(2015).The psychology of design: Creating consumer appeal.London:Routledge.
14. Bermond, B.(2008).The emotional feeling as a combination of two qualia: A neurophilosophical-based emotion theory.Cognition and Emotion,22(5),897-930.
15. Berridge, K. C.(2003).Pleasures of the brain.Brain and Cognition,52(1),106-128.
16. Bloch, P. H.(1995).Seeking the ideal form: Product design and consumer response.The Journal of Marketing,59,16-29.
17. Blunch, N. J.(2008).Introduction to structural equation modelling using SPSS and AMOS.London:Sage.
18. Bollen, K. A.(1998).Structural equation models.Hoboken, NJ:John Wiley & Sons.
19. Bollen, K. A.(Ed.),Long, J. S.(Ed.)(1993).Testing structural equation models.Thousand Oaks, CA:Sage.
20. Bony, A.(2008).Le design: Histoire, principaux courants, grandes figures.Paris:Larousse.
21. Brown, T. (2008, September 7). Definitions of design thinking. Retrieved from: https://designthinking.ideo.com/?p=49
22. Churchill, G. A., Jr(1979).A paradigm for developing better measures of marketing constructs.Journal of Marketing Research,XVI,64-73.
23. Creusen, M. E.,Schoormans, J. P.(2005).The different roles of product appearance in consumer choice.Journal of Product Innovation Management,22(1),63-81.
24. Cuervo, A.(2012).Middletown,Wesleyan University.
25. Demirbilek, O.,Sener, B.(2003).Product design, semantics and emotional response.Ergonomics,46(13-14),1346-1360.
26. Fandos, C.,Flavian, C.(2006).Intrinsic and extrinsic quality attributes, loyalty and buying intention: An analysis for a PDO product.British Food Journal,108(8),646-662.
27. Ghiselli, E. E.,Campbell, J. P.,Zedeck, S.(1981).Measurement theory for the behavioral sciences.San Francisco, CA:Freeman & Company.
28. Gobe, M.(2009).Emotional branding.New York, NY:Allworth Press.
29. Gorsuch, R. L.(1983).Factor analysis.Hillsdale, NJ:Lawrence Erlbaum.
30. Govers, P. C.(2004).Delft,Technische Universiteit Delft.
31. Govers, P. C.,Schoormans, J. P.(2005).Product personality and its influence on consumer preference.Journal of Consumer Marketing,22(4),189-197.
32. Green, W.,Jordan, P.(2002).Pleasure with products: Beyond usability.London:Taylor & Francis.
33. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate data analysis.Upper Saddle River, NJ:Prentice Hall.
34. Hair, J. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.,Tatham, R. L.(2010).Multivariate data analysis.Upper Saddle River, NJ:Prentice Hall.
35. Hassenzahl, M.(2004).The interplay of beauty, goodness, and usability in interactive products.Human-Computer Interaction,19(4),319-349.
36. Hirschman, E. C.,Holbrook, M. B.(1982).Hedonic consumption: Emerging concepts, methods and propositions.The Journal of Marketing,46(3),92-101.
37. Ho, A. G.,Siu, K. W. M. G.(2012).Emotion design, emotional design, emotionalize design: A review on their relationships from a new perspective.The Design Journal,15(1),9-32.
38. Hollins, B.,Pugh, S.(1990).Successful product design: What to do and when.London:Butterworth-Heinemann.
39. Jacoby, J.,Chestnut, R. W.(1978).Brand loyalty measurement and management.Hoboken, NJ:John Wiley & Sons.
40. Jagtap, S.(2017).Attributes and emotions in product form design: A survey of professional industrial designers.Proceedings of International Conference on Research into Design,Singapore:
41. Jagtap, Santosh.,Jagtap, Sachin.(2015).Aesthetic design process: Descriptive design research and ways forward.Proceedings of the 5th International Conference on Research into Design- Research into Design Across Boundaries,Bangalore:
42. Jay, P.(2015).Raw visionary: Samant chauhan, bhagalpur silk, and the aesthetic economy of Indian fashion.Fashion Practice,7(1),99-124.
43. Kacen, J. J.,Hess, J. D.,Chiang, W. Y. K.(2013).Bricks or clicks? Consumer attitudes toward traditional stores and online stores.Global Economics and Management Review,18(1),12-21.
44. Keller, K. L.(2001).Building customer-based brand equity: A blueprint for creating strong brands.Cambridge, MA:Marketing Science Institute.
45. Kelly, H. H.(1972).Causal schemata and the attribution process.Morristown, NJ:General Learning.
46. Khalid, H. M.,Helander, M. G.(2004).A framework for affective customer needs in product design.Theoretical Issues in Ergonomics Science,5(1),27-42.
47. Kim, Y.,Villegas, J.(2009).Effect of emotional attachment to a brand on credibility of information sources.Proceedings of the American Academy of Advertising Conference,Cincinnati, OH:
48. Ko, Y. Y.,Lin, P. H.,Lin, R.(2009).A study of service innovation design in cultural and creative industry.Proceedings of the International Conference on Internationalization, Design and Global Development,Berlin:
49. Kotler, P.(1988).Marketing management: Analysis, planning, implementation, and control.Englewood Cliffs, NJ:Prentice-Hall.
50. Kumar, M.,Townsend, J. D.,Vorhies, D. W.(2015).Enhancing consumers' affection for a brand using product design.Journal of Product Innovation Management,32(5),716-730.
51. Landy, D.,Sigall, H.(1974).Beauty is talent: Task evaluation as a function of the performer's physical attractiveness.Journal of Personality and Social Psychology,29(3),299.
52. Lindstrom, M.,Seybold, P.(2003).BRANDchild. Inside the minds of today's global kids: Understanding their relationship with brands.London:Kogan Page.
53. Luchs, M.,Swan, K. S.(2011).Perspective: The emergence of product design as a field of marketing inquiry.Journal of Product Innovation Management,28(3),327-345.
54. Mardia, K. V.,Foster, K.(1983).Omnibus tests of multinormality based on skewness and kurtosis.Communications in Statistics-Theory and Methods,12(2),207-221.
55. McCarthy, J.,Wright, P.(2004).Technology as experience.Interactions,11(5),42-43.
56. McLoone, H.,Jacobson, M.,Goonetilleke, R. S.,Kleiss, J.,Liu, Y.,McLoone, H.,Schütte, S.(2012).Product design and emotion: Frameworks, methods, and case studies.Proceedings of the Human Factors and Ergonomics Society Annual Meeting,Los Angeles, CA:
57. Norman, D. A.(2003).Measuring emotion.The Design Journal,6(2),1-4.
58. Norman, D. A.(2004).Emotional design: Why we love (or hate) everyday things.New York, NY:Basic Books.
59. Pace, T.,O'Donnell, K.,DeWitt, N.,Bardzell, S.,Bardzell, J.(2013).From organizational to community creativity: Paragon leadership & creativity stories at etsy.Proceedings of the 2013 conference on Computer supported cooperative work,New York, NY:
60. Park, S.,Myung, R.(2012).A conceptual framework for emotional response of product with act-r cognitive architecture.Proceedings of the Human Factors and Ergonomics Society Annual Meeting,Los Angeles, CA:
61. Pink, D. H.(2005).A whole new mind moving from the information age to the conceptual age.New York, NY:Riverhead Books.
62. Quinn, J. M.,Tran, T. Q.(2010).Attractive phones don't have to work better: Independent effects of attractiveness, effectiveness, and efficiency on perceived usability.Proceedings of The SIGCHI Conference on Human Factors in Computing Systems,New York, NY:
63. Samiee, S.(1994).Customer evaluation of products in a global market.Journal of International Business Studies,25(3),579-604.
64. Schiffman, L. G.,Kanuk, L. L.(2000).Consumer behavior.Upper Saddle River, NJ:Prentice Hall.
65. Schütte, S.(2005).Engineering emotional values in product design- Kansei engineering in development.Linköping:Linkoping University.
66. Schwarz, N.,Clore, G. L.(1983).Mood, misattribution, and judgments of well-being: Informative and directive functions of affective states.Journal of Personality and Social Psychology,45(3),513.
67. Seva, R. R.,Duh, H. B. L.,Helander, M. G.(2007).The marketing implications of affective product design.Applied Ergonomics,38(6),723-731.
68. Sobel, M. E.(1982).Asymptotic confidence intervals for indirect effects in structural equation models.Sociological Methodology,13(1982),290-312.
69. Söderlund, M.(2003).Emotionsladdad marknadsföring.Malmö:Liber Ekonomi.
70. Verganti, R.(2013).Design driven innovation: Changing the rules of competition by radically innovating what things mean.Boston, MA:Harvard Business Press.
71. Veryzer, R. W.,Hutchinson, J. W.(1998).The influence of unity and prototypicality on aesthetic responses to new product design.Journal of Consumer Research,24(4),374-385.
72. W. M. G.(2012).Emotion design, emotional design, emotionalize design: A review on their relationships from a new perspective.The Design Journal,15(1),9-32.
73. Yen, H. Y.,Lin, P. H.,Lin, R.(2016).Designing "friendship" into emotional branding and design.Advances in Business and Management,9,85-102.
74. Yen, H. Y.,Lin, P. H.,Lin, R.(2015).The effect of product qualia factors on brand image-using brand love as the mediator.Bulletin of Japanese Society for the Science of Design,62(3),67-76.
75. 文建會(2009)。文建會（2009）。行政院文化建設委員會文化創意產業發展第二期（97-102 年）第二次修正計畫（核定本）。台北市：行政院。Council for Cultural Affairs. (2009). Council for cultural affairs- Cultural and creative industries- The second phase (97-102 years) second amended plan (Approved). Taipei: Executive Yuan. [in Chinese, semantic translation]。
76. 何明泉、林其祥、劉怡君(1996)。文化商品開發設計之構思。設計學報，1(1)，1 -15。
77. 吳明隆、涂金堂(2010)。SPSS 與統計應用分析。台北市=Taipei:五南=Wu-Nan Book。
78. 李君如、陳品孜(2011)。美學經濟風潮下的企業創新思維－由厚植美感與品牌經營的觀光工廠經驗談起。健康管理學刊，9(1)，83-97。
79. 李凰寧、林振陽、李安勝(2008)。依產品設計觀點探討消費者購買意願之研究。應用藝術與設計學報，3，37-50。
80. 岳磊、郭博昊(2017)。天貓雙十一的營銷方式研究論述。現代商業，1，46-48。
81. 林榮泰(2009)。文化創意產品設計：從感性科技，人性設計與文化創意談起。人文與社會科學簡訊，11(1)，32-43。
82. 邱皓政(2006)。量化研究與統計分析。台北市=Taipei:五南=Wu-Nan Book。
83. 長町三生(1989)。感性工学：感性をデザインに活かすテクノロジー。東京=Tokyo:海文堂=Kaibundo。
84. 唐硯漁、林榮泰(2007)。行政院國家科學委員會專題研究計畫行政院國家科學委員會專題研究計畫,高雄市=Kaohsiung:高雄師範大學=National Kaohsiung Normal University。
85. 張文智(2011)。行政院國家科學委員會專題研究計畫行政院國家科學委員會專題研究計畫,台北市=Taipei:台灣科技大學=National Taiwan University of Science and Technology。
86. 許紅娜(2018)。新零售時代企業發展探討。合作經濟與科技，8，108-109。
87. 陳怡伶、王藍亭(2017)。文化符碼應用於文創商品之研究－以故宮博物院文創商品為例。藝術研究期刊，13，51-80。
88. 陳寬裕、王正華(2011)。論文統計分析實務： SPSS 與AMOS 的運用。台北=Taipei:五南=Wu-Nan Book。
89. 彭珉珺(2017)。消費者需求推動下的新零售。現代商貿工業，38(33)，40-41。
90. 楊民、李春明(2005)。攻心產品設計方法。包裝工程，26(6)，158-159。
91. 榮泰生(2011)。AMOS 與研究方法。台北=Taipei:五南書局=Wu-Nan Book。
92. 趙樹梅、徐曉紅(2017)。“新零售”的含義，模式及發展路徑。中國流通經濟，31(5)，12-20。
93. 劉維公(2007)。風格競爭力。台北=Taipei:天下雜誌=Common Wealth Magazine。
94. 劉維公(2001)。當代消費文化社會理論的分析架構：文化經濟學，生活風格，與生活美學。東吳社會學報，11，113-136。
95. 藍海燕、劉旭曄(2018)。“共享零售”的含義，消費驅動與演化路徑。中國流通經濟，32(2)，8-16。
96. 顏惠芸、林伯賢、林榮泰(2014)。文創商品之感質特性探討。感性學報，2(1)，34-61。

1. 陳兵誠(2020)。文化創意商品產業化之商品生命週期模式分析與建置研究。文化創意產業研究學報，10(3)，31-40。
2. 羅志成,盧詩韻,葉云萱(2022)。情感設計融入2D動畫教學模式與學習表現之研究。課程與教學，25(1)，193-223。
3. 顏惠芸(2019)。經典產品設計的評價與喜好研究－以包浩斯餐廚產品為例。設計學報，24(4)，41-63。
4. 顏惠芸(2021)。宗教觀光紀念品之愉悅設計因素探討。設計學研究，24(2)，1-24。
5. 楊正翔,林榮泰,林伯賢(2022)。情感設計應用於公益防疫影音作品之研究－以《幸福臺灣子》影片為例。設計學報，27(1)，47-69。