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研究生:王俐雯
研究生(外文):Li-wen Wang
論文名稱:從消費者情緒看商品設計美感
論文名稱(外文):A Study of Consumer''s Mood toAesthetic of Goods Design
指導教授:莊世杰莊世杰引用關係
學位類別:碩士
校院名稱:國立中正大學
系所名稱:行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:50
中文關鍵詞:正 / 負面情緒美感經驗
外文關鍵詞:Positive / Negative moodAesthetic experience
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美感經驗是一種消費者與商品的互動過程,並包含著對商品的知覺、評估與判斷的消費經驗,在此經驗中會因美感價值與商品設計而影響消費的結果。
商品設計是廠商進行產品差異化的重要策略,更會吸引消費者注意並且引起偏好與購買意圖(Schoormans and Robben, 1997; Pieters and Warlop,1999)。因此藉由產品設計來滿足消費者心中的美感價值,並且提高其對產品的注意、興趣、渴望到產生非計畫的購買行為,是大部份廠商所致力的一大方向。
情緒差異對消費者的選擇與決策有非常大的影響力。有關情緒反應的研究,釵h研究探討消費者被激發的情感(emotional) 、感情(affect) 對消費者在評價與決策上的影響,此外,更有相關研究指出情緒是成為人們評價與判斷的重要誤差來源因素之一。
以往美感在商品視覺設計上,多是注重於造型的好看與否,鮮少考量到屬於消費者心理層面的美感經驗,感覺就是少了些觸動人心的因素;綜觀國內關於產品設計美感的研究,多數是以探討商品外型設計美感的設計領域為主。以消費者情緒為出發,探討消費者對產品美感的認知及反應為何的研究較顯不足;即使在國內已有些傢鰫饃◇
Aesthetic experience is a kind of interactive course between consumers and goods, and it include the consumers’ consciousness, assessment and consumption experience judged to the goods, and in this experience, aesthetic value and goods design will finally influence the result of consumption. Goods design is an important strategy to make differentiation, and it will attract consumers’ attention and arouse their preference,even arouse their intention of buying.(Schoormans and Robben, 1997; Pieters and Warlop ,1999). Therefore, it is a general orientation that most manufacturers are devoted to trying to meet aesthetic value in consumer''s heart with the goods design, and improve their attention, interest of the product, and make their impulsive purchasing.

Does the mood-difference have very great influence on consumers'' choice and decision? Researches about the mood reaction indicate that , a lot of study discuss into the emotion that consumers are excited (emotional) , emotion (affect) to the influence of consumers’ evaluation and decision making policy. Furthermore, some relevant researches indicate that even mood is to become one of the important error source factors that affect people evaluation and judgment.

In the past, aesthetic of goods design, whether the ones mostly paid attention to if the goods are good-looking or not, seldom take what consumers’ inner preference and how they feel into consider. It seems we lake some touching factors. Take a broad view of the domestic research about product design, it is the majority field in discussing the goods appearance and designing aesthetic. Researches set out to regard consumer''s mood, discussing into consumer cognition of aesthetic of the products and what they react are still deficient. Even thought there already had some relevant research about mood at home, but in studying the theme, the ones that discuss still regard consumption environment, consumer''s characteristics ,etc.

So the main purpose of this research is to discuss the reacting between consumers’ positive / negative mood and aesthetic response. The result shows: Consumers under positive mood have higher aesthetic reaction than consumers of negative mood.
中文摘要 ---------------------------------------------------------------------------------------- I
英文摘要 ---------------------------------------------------------------------------------------- II
目錄 ----------------------------------------------------------------------------------------------- III
圖 / 表目錄 ------------------------------------------------------------------------------------- IV

第一章 序論
第一節 / 研究背景與動機 -------------------------------------------------------------- 1
第二節 / 研究目的 ------------------------------------------------------------------------ 3
第三節 / 研究流程 ------------------------------------------------------------------------ 4

第二章 文獻探討
第一節 / 商品視覺設計美感相關研究
2-1.1商品設計美感 ---------------------------------------------------------- 5
2-1.2顧客價值與美感價值 ------------------------------------------------- 6

第二節 / 影響消費者對美感的感受能力之因素
2-2.1文獻中曾探討過的因素 ---------------------------------------------- 8
2-2.2情緒的相關研究 -------------------------------------------------------- 9
  -2-2.2.1消費情緒的定義 ------------------------------------------------- 9
  -2-2.2.2情緒反應的定義 ------------------------------------------------- 11
  -2-2.2.3情緒的影響與構面分類 ---------------------------------------- 12
  -2-2.2.4 ECM Model (Emotional Model) --------------------------------- 15

第三章 研究方法
第一節 / 研究架構 ------------------------------------------------------------------------- 17
第二節 / 研究變數與衡量 ---------------------------------------------------------------- 17
第三節 / 實驗設計與結果分析 ---------------------------------------------------------- 19

第四章 研究結果分析與建議
第一節 / 研究結果與討論 ----------------------------------------------------------------- 32
第二節 / 研究限制及後續研究建議 ---------------------------------------------------- 34

參考文獻 ------------------------------------------------------------------------------------------- 36
附錄 -------------------------------------------------------------------------------------------------- 39
英文:
Bargh, J. A.(1989). Conditional automaticity: Varieties of automatic influence in social perception and cognition. In J. S. Uleman & J. A. Bargh(Eds.), Unintended thought, 3-51.

Bloch,P.H.(1995),”Seeking the IdealForm:Product Design and Consumer Response,”Journal of Marketing,59(3),16-29.

Bloch,P.H., Brunel, F.F.,& Arnold, T.J.(2003),”Individual differences in the centrality of visual product aesthetics:Concept and measurement,” Journal of Consumer Research,29(5),551-565.

Bower,G.H.(1981),”Mood and memory,”American Psychologist,36,129-148.

Gardner, Mery Paila (1985), ”Mood States and Consumer Behavior,” Journal of Consuner Research, 12 (December),281-300.

Gardner, Mery Paila (1985), ”Mood States and Consumer Behavior,” Journal of Consuner Research, 12 (December),281-300.

Holbrook, Morris B and John O’shaughnessy(1984), “The Role of Emotion in Advertising,” Psychology and Marketing, 1,45-64.

Holbrook, M. and Batra, R. (1987), ”Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising,” Journal of Consumer Research, 14 (Devember),404-420.
Isen,A.M.(1999),”Positive affect in T.Dalgleish & M. Power(Eds.),”The handbook of cognition and emotion,521-539.

Isen, A. and Shalker, T. (1982), ” The Effect of Feeling Stateon Evaluation of Positive, Neutral and Negative Stimuli:When you ‘Accentuate the Positive’ Do you ‘Eliminate the Negative?” Social Psychology Quarterly, 45 (September),58-63.

Lee,A.Y., & Sternthal, B.(1999),“The effects of positive mood on memory,” Journal of Comsumer Research,26,115-127.
Schwarz, N.(1990). Feeling as information: Informational and motivational functions of affective states. In R. M. Sorrentino & E. T. Higgins(Eds.). Handbook of motivation and cognition, 527-261, New York: Guilford.

SHIH-CHIEH CHUANG, ”Sadder but Wiser or Happier and Smarter? A Demonstration of Judgment and Decision Making,” The Journal of Consuner Psychology, 141(1),63-76.

Singh, S. N., & Churchill, G. A.(1987). Arousal and advertising effectiveness. Journal of Advertising, 16(3), 4-10.

Singh, S. N., & Hitchon, J. C.(1989). The intensifying effects of exciting television programs on the reception of subsequent commercials. Psychology & Marketing,6(Spring), 1-31.

Veryzer, R WJ(1993), “Aesthetic response and the influence of designprinciples on product preferences,” Advances in Consumer Research Vol 20,224-228.

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黃俊霖(2001)。《產品設計、美感價值與消費者反應階層模式間關係之研究》。國立高雄第一科技大學行銷與流通管理系碩士論文
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