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研究生:李虹蓉
研究生(外文):Hung-Jung Li
論文名稱:應用隱喻抽取技術進行網站規劃與設計-以手工皂為例
論文名稱(外文):Using the Zaltman Metaphor Elicitation Technique to Plan and Design Website: A Case Study of Handmade Soap Site
指導教授:方之光方之光引用關係
指導教授(外文):Jy-Kuang Fang
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
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:198
中文關鍵詞:手工香皂綠色消費ZMET隱喻抽取技術方法-目的鏈網站規劃與設計
外文關鍵詞:Handmade SoapGreen ConsumptionZMETMECPlan and Design Website
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隨著全球經濟的快速擴張,能源消耗及需求不僅未有減退,反而呈倍數成長,加上因過度開發衍生的環境污染問題確實已威脅到人類的生存,使得已開發或開發中國家人民開始重視消費產品的環保議題等,消費者開始反思個人消費與環境保護之間的關係。

隨之,樂活精神如雨後春筍般地萌芽,人們不僅熱愛自然、以健康的方式過生活,更追求心靈成長。而手工肥皂也搭著「樂活」順風車,在市場上造成一股旋風,並以崇尚自然之姿,吸引許多新興生活型態族群之喜愛。

以目前手工香皂市場而言,多數的業者都是透過網站,讓消費族群取得手工皂產品的相關資訊。而網頁相關內容與規劃僅靠著網頁建置者的設計理念,並未深入消費者的想法,因此,本研究採用「隱喻抽取技術」(ZMET),訪談10位手工香皂之高涉入度使用者,藉由圖像的視覺隱喻,挖掘出他們內心深層的心智模式,了解他們心中對手工皂之情感,悉知多數消費者的偏好、需求及興趣所在,並透過共識地圖的建構,彙集出多數人的價值共識,再透過資訊科技的輔助,依據消費者需求來進行網站規劃與設計,以期未來能供相關之業者之參考,並獲得消費者的青睞。

根據訪談結果可得知,受訪訪者對於手工香皂的想法不盡相同,本研究將從「功能層面」、「身心層面」、「價值層面」此三面向作探討,並就訪談之結果,歸納整理出消費者的感官影像,利用色彩、音樂、文字內容等吸引顧客,除了能滿足消費者視覺上的需求,更能有助於網站企劃人員發展行銷策略之基礎,進而達到網站之最大效益。
With the rapid growth of the global economy, human demand for energy and resources has grown exponentially. Because of this increase in consumption the environment is undergoing some extreme changes. As a result, both developed and developing countries are beginning to pay attention to environmental issues caused by the production of consumer products. Individuals are also beginning to take more introspective looks at themselves and trying to strike personal balances between consumption and environmental protection.

As a result of that awareness, the philosophy of Lifestyles of Helath and Sustainability (LOHAS), sustainable living, has become more and more popular in Taiwan over the years. It is a movement in which people try to create a healthy lifestyle in concert with spiritual growth and responsibility to society and the environment. The movement has created the context for “green” products. In particular, handmade soaps are one of many categories of environmentally friendly products produced by companies that are taking advantage of the popularity of LOHAS.

Recently, many producers of handmade soaps have provided consumers with information about their products through websites. Web designers working on promotional strategies to plan and build websites promoting these products have not fully considered the extent of thoughtfulness exhibited by the group of consumers they were targeting. Based on the Zaltman Metaphor Elicitation Technique (ZMET), the case study explored mind maps with series of visual elicitation by interviewing 10 high involvements of handmade soap users. Also a consensus map was constructed to reflect the common thoughts and values system of the subjects. As for the findings, we can conclude that consumers of handmade soaps consider numerous aspects of the product, including functionality; the products’ physical properties, aesthetics and value. Consumers focus on factors such as color, music and contents of the website. In addition, the researcher presented several suggestions for companies promoting such products in order to maximize the promotional value of the website and achieve its maximum marketing potential.
目錄
論文摘要: ..................................................................................................................... II
Abstract .......................................................................................................................... III
誌謝 ................................................................................................................................ V
目錄 ............................................................................................................................... VI
表次 ............................................................................................................................. VIII
圖次 ............................................................................................................................... XI
第一章、緒論 .................................................................................................................. 1
第一節、研究背景與目的 ...................................................................................... 1
第二節、研究目的 .................................................................................................. 5
第二章、文獻探討 .......................................................................................................... 7
第一節、綠色消費 .................................................................................................. 7
第二節、肥皂工業之沿革 .................................................................................... 10
一、肥皂起源 ................................................................................................ 10
二、肥皂工業興起 ........................................................................................ 10
三、手工香皂崛起 ........................................................................................ 11
第三節、ZMET 隱喻抽取技術 ............................................................................ 12
一、ZMET之內涵 ......................................................................................... 12
二、ZMET之假設 ......................................................................................... 15
第四節、方法-目的鏈理論 ................................................................................ 22
一、方法-目的鏈之意涵 ............................................................................ 22
二、方法-目的鏈實施步驟 ........................................................................ 25
第五節、網站規劃與開發 .................................................................................... 27
一、網站規劃流程與方法 ............................................................................ 27
二、結合ZMET與MEC的網站規劃與開發架構 ..................................... 29
第三章、研究方法與研究設計 .................................................................................... 32
第一節、研究架構 ................................................................................................ 33
第二節、ZMET研究設計與實施 ......................................................................... 34
一、訪談對象 ................................................................................................ 34
二、進行訪談 ................................................................................................ 34
第四章、研究資料分析 ................................................................................................ 38
一、受訪者A之訪談資料 ............................................................................ 39
二、受訪者B之訪談資料 ............................................................................ 49
三、受訪者C之訪談資料 ............................................................................ 61
四、受訪者D之訪談資料 ............................................................................ 72
五、受訪者E之訪談資料 ............................................................................ 82
六、受訪者F之訪談資料 ............................................................................ 92
七、受訪者G之訪談資料 .......................................................................... 107
八、受訪者H之訪談資料 .......................................................................... 121
九、受訪者I之訪談資料 ........................................................................... 138
十、受訪者J之訪談資料 ........................................................................... 149
十一、受訪者之共識構念統計表 .............................................................. 159
十二、受訪者之共識地圖 .......................................................................... 161
第五章、結論與建議 .................................................................................................. 162
第一節、研究結果 .............................................................................................. 162
一、功能層面 .............................................................................................. 164
二、身心層面 .............................................................................................. 166
三、價值層面 .............................................................................................. 168
第二節、網頁規劃與設計之策略與建議 .......................................................... 169
一、台灣主要手工皂業者分析 .................................................................. 169
二、手工香皂產品定位 .............................................................................. 170
三、執行網頁規劃 ...................................................................................... 174
第三節、研究限制 .............................................................................................. 178
第四節、對後續研究的建議 .............................................................................. 178
參考文獻 ...................................................................................................................... 179
中文部份 .............................................................................................................. 179
英文部分 .............................................................................................................. 181
線上資訊 .............................................................................................................. 185
附件一 .......................................................................................................................... 186
表次
表1.1. 1 1999-2003年台灣肥皂產值 ............................................................................. 4
表2.2. 1 ZMET七大及九大前提 .................................................................................. 16
表3.1. 1 MEC層級與認知分層 .................................................................................... 23
表3.2. 1 ZMET操作步驟 .............................................................................................. 35
表4. 1 ZMET 受訪者樣本資料 ................................................................................. 38
表4.1. 1 受訪者A 之說故事 .................................................................................... 39
表4.1. 2 受訪者A 之遺失影像 ................................................................................ 45
表4.1. 3 受訪者A 之分類整理 ................................................................................ 45
表4.1. 4 受訪者A 之最具代表性圖片 .................................................................... 46
表4.1. 5 受訪者A 之相反影像 ................................................................................ 46
表4.1. 6 受訪者A 之感官影像 ................................................................................ 46
表4.1. 7 受訪者A 之總結影像 ................................................................................ 47
表4.1. 8 受訪者A 之小短文 .................................................................................... 47
表4.2. 1 受訪者B 之說故事 .................................................................................... 49
表4.2. 2 受訪者B 之遺失影像 ................................................................................ 56
表4.2. 3 受訪者B 之分類整理 ................................................................................ 56
表4.2. 4 受訪者B 之最具代表性圖片 .................................................................... 57
表4.2. 5 受訪者B 之相反影像 ................................................................................ 57
表4.2. 6 受訪者B 之感官影像 ................................................................................ 57
表4.2. 7 受訪者B 之總結影像 ................................................................................ 59
表4.2. 8 受訪者B 之小短文 .................................................................................... 59
表4.3. 1 受訪者C 之說故事 .................................................................................... 61
表4.3. 2 受訪者C 之遺失影像 ................................................................................ 67
表4.3. 3 受訪者C 之分類整理 ................................................................................ 67
表4.3. 4 受訪者C 之最具代表性圖片 .................................................................... 68
表4.3. 5 受訪者C 之相反影像 ................................................................................ 69
表4.3. 6 受訪者C 之感官影像 ................................................................................ 69
表4.3. 7 受訪者C 之總結影像 ................................................................................ 70
表4.3. 8 受訪者C 之小短文 .................................................................................... 70
表4.4. 1 受訪者D 之說故事 .................................................................................... 72
表4.4. 2 受訪者D 之遺失影像 ................................................................................ 78
表4.4. 3 受訪者D 之分類整理 ................................................................................ 78
表4.4. 4 受訪者D 之最具代表性圖片 .................................................................... 79
表4.4. 5 受訪者D 之相反影像 ................................................................................ 79
表4.4. 6 受訪者D 之感官影像 ................................................................................ 79
表4.4. 7 受訪者D 之總結影像 ................................................................................ 80
表4.4. 8 受訪者D 之小短文 .................................................................................... 80
表4.5. 1 受訪者E 之說故事 .................................................................................... 82
表4.5. 2 受訪者E 之遺失影像 ................................................................................ 88
表4.5. 3 受訪者E 之分類整理 ................................................................................ 89
表4.5. 4 受訪者E 之最具代表性圖片 .................................................................... 89
表4.5. 5 受訪者E 之相反影像 ................................................................................ 89
表4.5. 6 受訪者E 之感官影像 ................................................................................ 89
表4.5. 7 受訪者E 之總結影像 ................................................................................ 90
表4.5. 8 受訪者E 之小短文 .................................................................................... 90
表4.6. 1 受訪者F 之說故事 .................................................................................... 92
表4.6. 2 受訪者F 之遺失影像 .............................................................................. 101
表4.6. 3 受訪者F 之分類整理 .............................................................................. 102
表4.6. 4 受訪者F 之最具代表性圖片 .................................................................. 103
表4.6. 5 受訪者F 之相反影像 .............................................................................. 103
表4.6. 6 受訪者F 之感官影像 .............................................................................. 104
表4.6. 7 受訪者F 之總結影像 .............................................................................. 105
表4.6. 8 受訪者F 之小短文 .................................................................................. 105
表4.7. 1 受訪者G 之說故事 .................................................................................. 107
表4.7. 2 受訪者G 之遺失影像 .............................................................................. 116
表4.7. 3 受訪者G 之分類整理 .............................................................................. 116
表4.7. 4 受訪者G 之最具代表性圖片 .................................................................. 117
表4.7. 5 受訪者G 之相反影像 .............................................................................. 117
表4.7. 6 受訪者G 之感官影像 .............................................................................. 118
表4.7. 7 受訪者 G 之總結影像 .............................................................................. 119
表4.7. 8 受訪者G 之小短文 .................................................................................. 119
表4.8. 1 受訪者H 之說故事 .................................................................................. 121
表4.8. 2 受訪者H 之遺失影像 .............................................................................. 133
表4.8. 3 受訪者H 之分類整理 .............................................................................. 133
表4.8. 4 受訪者H 之最具代表性圖片 .................................................................. 135
表4.8. 5 受訪者H 之相反影像 .............................................................................. 135
表4.8. 6 受訪者H 之感官影像 .............................................................................. 135
表4.8. 7 受訪者H 之總結影像 .............................................................................. 136
表4.8. 8 受訪者H 之小短文 .................................................................................. 136
表4.9. 1 受訪者I 之說故事 ................................................................................... 138
表4.9. 2 受訪者I 之遺失影像 ............................................................................... 144
表4.9. 3 受訪者I 之分類整理 ............................................................................... 144
表4.9. 4 受訪者I 之最具代表性圖片 ................................................................... 146
表4.9. 5 受訪者I 之相反影像 ............................................................................... 146
表4.9. 6 受訪者I 之感官影像 ............................................................................... 146
表4.9. 7 受訪者I 之總結影像 ............................................................................... 147
表4.9. 8 受訪者I 之小短文 ................................................................................... 147
表4.10. 1 受訪者J 之說故事 ................................................................................... 149
表4.10. 2 受訪者J 之遺失影像 ............................................................................... 155
表4.10. 3 受訪者J 之分類整理 ............................................................................... 155
表4.10. 4 受訪者J 之最具代表性圖片 ................................................................... 156
表4.10. 5 受訪者J 之相反影像 ............................................................................... 156
表4.10. 6 受訪者J 之感官影像 ............................................................................... 156
表4.10. 7 受訪者J 之總結影像 ............................................................................... 157
表4.10. 8 受訪者J 之小短文 ................................................................................... 157
表5.2. 1 台灣手工香皂業者分析 ............................................................................ 169
表5.2. 2 手工香皂延伸功能-商品定位 ................................................................ 171
表5.2. 3 手工香皂核心價值 .................................................................................... 173
表5.2. 4 受訪者感官影像之統整 ............................................................................ 174
圖次
圖1.1. 1 哪一種手工製品會讓你最想送人 ................................................................ 3
圖2.2. 1 市場的心智 .................................................................................................. 12
圖2.2. 2 ZMET之架構 ............................................................................................... 14
圖2.3. 1 方法-目的鏈之概念模型 .......................................................................... 25
圖2.4. 1 衡量網站指標的7C架構 ............................................................................ 29
圖3.1. 1 研究架構 ...................................................................................................... 33
圖4.1. 1 受訪者A之心智地圖 .................................................................................. 48
圖4.1. 2 受訪者B之心智地圖 .................................................................................. 60
圖4.1. 3 受訪者C之心智地圖 .................................................................................. 71
圖4.1. 4 受訪者D之心智地圖 .................................................................................. 81
圖4.1. 5 受訪者E之心智地圖 .................................................................................. 91
圖4.1. 6 受訪者F之心智地圖 ................................................................................ 106
圖4.1. 7 受訪者G之心智地圖 ................................................................................ 120
圖4.1. 8 受訪者H之心智地圖 ................................................................................ 137
圖4.1. 9 受訪者I之心智地圖 ................................................................................. 148
圖4.1. 10 受訪者J之心智地圖 ................................................................................. 158
圖4.1. 11 受訪者之共識地圖 .................................................................................... 161
圖5.1. 1 共識地圖之重要構念 ................................................................................ 163
圖5.2. 1 手工香皂產品定位 .................................................................................... 171
圖5.2. 2 手工香皂網站色調之建議 ........................................................................ 176
圖5.2. 3 手工香皂網頁之示意圖 ............................................................................ 177
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線上資訊
EOLembrain東方快線研究部(2011年2月25日)。多芬、麗仕沐浴乳最受青睞。動腦新聞。取自http://www.brain.com.tw/
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