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研究生:楊譯翔
研究生(外文):Yi-HsiangYang
論文名稱:產品設計風格透過美感回應對消費者購買意願之影響
論文名稱(外文):The Effects of Aesthetic Response on Purchase Intention Based on Generic Design Factors
指導教授:劉宗其劉宗其引用關係
指導教授(外文):Tsung-Chi Liu
學位類別:碩士
校院名稱:國立成功大學
系所名稱:企業管理學系碩博士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:74
中文關鍵詞:產品外型美感回應視覺產品美感中心性
外文關鍵詞:Product formAesthetic responseCentrality of Visual Product Aesthetics (CVPA)
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在進代的消費社會中,以往大多數的產品只需要滿足功能上的需求,但隨著經濟及技術的進步,企業競爭日漸激烈,紛紛尋求突破,於是逐漸開始著重於設計以及美感,例如頻果電腦、手機、MP3等功能性產品越來越有設計感,由以上的例子透露出,在功能的追求發展到一定的程度後,追求產品美感的趨勢已成無法抵擋的潮流。
行銷人員或產品設計者在推廣或設計出了具有美感之產品之後,最重要的目的就是產品的美感是否能反應在銷售上,而產品在與消費者溝通的過程中產生了一個黑箱,使企業無法掌握消費者對產品的美感的認知過程。
本研究主要的目的在於探討消費者對美感的回應,並使用特定的產品設計風格,試圖量化消費者對於香水產品之美感回應,並進一步的了解其購買意願,並且加以探討性別及個人美感特性在美感回應中的干擾效果,依照對美的敏感程度,將消費者分為兩群,也探討在性別的差異上,對美感回應的程度大小。
本研究以一般消費者進行問卷調查,資料之蒐集以網路為主,共發出372份問卷,有效問卷也為372份。研究方法線性結構模型為主,分析主要變數以及干擾變數之影響。
研究結果顯示,自然、和諧以及精緻之整體設計風格對於美感回應均有正向之影響,美感回應也對購買意願有正向及顯著之影響。另外在干擾效果部分,性別及視覺產品美感中心性(CVPA)之干擾效果並不完全顯著,結果顯示女性較偏好精緻設計風格之香水設計,而高CVPA之消費者較偏好和諧之設計。

In the past, most products only met the functional needs, but with the economic and technological progress, increasingly competitive, companies had to seek a breakthrough way. Then they gradually began to focus on product design and aesthetic, such as the Apple computer, mobile phone, MP3 player and other functional products had more and more design aesthetic. Based on the above, when we pursuit products functionality to a certain extent, the products aesthetic become more and more important.
When aesthetic products were made by product designers, marketers’ most important purpose was whether these products could be reflected in the sales. The communication process between products and consumers was difficult to understand, just like a black box. So it is a challenge to enterprises to understand consumers’ cognitive processes of aesthetic products.
The main purpose of this study is to investigate consumer response to the aesthetic and the use of a particular style of product design, in an attempt to quantify consumer response to the aesthetic of perfume products, and a better understanding of their purchase intention. This study also explored the moderating effect of gender and personal aesthetic characteristics in the aesthetic of the response. According to the CVPA degree and gender, consumers are divided into two groups to explore the differences of aesthetic response.
The results show that the nature, harmony, and elaborate design style have positive effect on the aesthetic response. Aesthetic response also has positive and significant effect on and purchase intention. In moderate effect, gender and Centrality of Visual Product Aesthetics (CVPA) didn’t have entirely significant, the results show that women are more preferred design of the perfume of exquisite design style, high CVPA consumers preference for a harmonious design.

目錄
誌謝 I
摘要 II
Abstract III
目錄 IV
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 產品外形 4
第二節 整體設計風格 6
第三節 對產品外型的心理回應 10
第四節 行為回應 11
第五節 對消費者反應的調節影響 12
第三章 研究方法 15
第一節 研究架構 15
第二節 研究假說 16
第三節 研究變項之操作性定義與衡量 19
第四節 研究設計與資料蒐集 22
第五節 資料分析方法 23
第四章 實證結果與分析 27
第一節 敘述性統計分析 27
第二節 信度與效度分析 29
第三節 相關性分析 37
第四節 結構方程模型分析 37
第五章 結論與建議 45
第一節實證結果與討論 45
第二節管理意涵 49
第三節研究限制與未來研究建議 51
參考文獻 53
附錄一 前測問卷 56
附錄二 正式問卷 59
表目錄
表2-1 Henderson and Cote (1998)之Logo範例 9
表3-1自然程度之問項 21
表3-2和諧程度之問項 22
表3-3精緻程度之問項 22
表3-4美感回應問項 23
表3-5 視覺產品美感中心性 23
表3-6購買意願之問項 24
表3-7相關係數是強度大小與意義 27
表3-8線性結構關係常用指標 28
表4-1 性別分佈 29
表4-2 年齡分佈 30
表4-3 教育程度分佈 30
表4-4 專長領域分佈 31
表4-5 月收入分佈 31
表4-6 自然之信度分析 32
表4-7和諧之信度分析 32
表4-8精緻之信度分析 33
表4-9美感回應之信度分析 33
表4-10購買意願之信度分析 33
表4-11 視覺產品美感中心性(CVPA)之信度分析 34
表4-12自然程度量表驗證性因素分析 35
表4-13和諧量表驗證性因素分析 36
表4-14 精緻量表驗證性因素分析 36
表4-15 美感回應量表驗證性因素分析 37
表4-16 購買意願量表驗證性因素分析 37
表4-17視覺產品美感中心性(CVPA)量表驗證性因素分析 38
表4-18 區別效度分析整理 39
表4-19相關係數表 39
表4-20模式適配度指標 42
表4-21整體理論模式的衡量模式分析 43
表4-22理論結構模式之路徑係數與假設驗證 44
表4-23視覺產品美感中心性(CVPA)的干擾效果測試 45
表4-24性別的干擾效果測試 46
圖目錄
圖2-1 Bloch(1995)之消費者對產品外型回應一般性架構 6
圖3-1研究架構 17
圖4-1結構方程模式 40
圖4-2結構方程模式之結果 41


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