臺灣博碩士論文加值系統

近年來，製造產業的生產技術逐日成熟，或是競爭者迅速趕上，產品除了功能與工學這些必要條件之外，更加入了美學與象徵性屬性，這些無形的情感屬性，此外，現代人物質生活充裕，生活用品已非僅具有實用功能，相對的具有特色、融入文化特質與美感表現之產品，更易獲得消費者青睞，當中又以具文化內涵、能突顯個人風格、品味與生活態度的產品較能感動人心，顯示全球化市場的美學經濟時代已經來臨。當消費者面對陌生的產品，會藉由品牌認知以協助其購買決策。相對的，產品是代表品牌的具體符號，品牌是抽象的，精神的，是消費者對產品感受的總和，反映了他們的心情，知識，態度和行為。也顯示產品不只是滿足消費者需求的功能而已，更需考量消費者使用時的心境以及人們內心的情感需求，以產品的情感價值確認消費者需求，可強化品牌形象，有助辨識產品優勢。
因此本研究目的包括：1. 以感質理論探討產品並提供設計與應用之依據；2. 分析產品對品牌形象之影響因素並提供產業參考之依據；3. 建立產品感質因素影響品牌形象之評價模式提供產業應用參考。研究方法為在發展研究工具之前，採用質性研究方法，透過相關理論探討發展本研究架構，如文獻探討與個案研究，確認研究問題。經過相關理論與調查之後，確認本研究屬於心理層面之探討，以理論為前提，進行研究工具之設計，經過信效度檢驗，並以結構方程模式（SEM）進行驗證性分析，以評估產品感質因素影響品牌形象之結構模式的可行性。
研究結果發現產品感質因素、品牌情感與品牌形象三者之間有相互影響的關係，主要結果為（1）「產品感質因素」對於品牌情感有正面推升的影響力；（2）品牌情感在「產品感質因素」與品牌形象間具中介效果，「產品感質因素」能藉由品牌情感促進品牌形象的散播；（3）透過強化品牌情感的策略，能提高「產品感質因素」對品牌形象之影響力。換言之，消費者能藉由對產品的情感而發展出對品牌的正面情感，而在建立品牌形象的過程中，產品設計能透過品牌情感強化品牌形象。
最後結論顯示，消費者會從產品整體面向，檢視產品機能特徵及外觀風格，並開始關心產品美感層面的體驗，這時候設計師如果用心強化產品內涵、魅力與創意，碰到懂得欣賞品味的消費者，就會從「想要」提昇「渴望」擁有該產品，形成所謂的品牌情感。顯示情感品牌的時代來臨，因此品牌除了要透過產品確切與消費者進行實質溝通，創造消費者的滿意度，強化品牌形象與產品優勢，更應結合產品優勢並透過不同的行銷活動，創造與其他品牌不同的獨特性與差異化，持續關注並滿足消費者的感覺，建立與消費者之間美好的關係，讓品牌在市場上、消費者的心靈上持續保有一席之地。本研究架構產品感質因素影響品牌形象之評價模式，此模式可以提供予不同產業調查各產業之典範品牌之產品感質因素影響品牌形象之評價，並提供相關產業評價產品設計與擬訂品牌開發策略之參考依據與應用參考，讓此評價模式的衡量標準強化台灣產業，並確保企業持續生存與擁有競爭力，並給予具體助益與貢獻。

In recent years, production technologies used in the manufacturing industry have been maturing, or the competition has become increasingly intense, resulting in the fact that a product needs to have not only the essential requirements, including functionality and the provision of engineering functions, but also the addition of intangible emotional attributes, such as aesthetics and symbolic attributes. In addition, as people in modern days are rich in terms of materials, the products that they use daily not only need to offer practical functions, but also need to be relatively unique, integrated with cultural characteristics, and expressive of beauty. These kinds of products would be more favored by the consumers. Among these products, those that contain cultural meanings and highlight the personal style, taste, and attitude to life of individuals are better at capturing consumer attention. Such phenomenon shows that the era of aesthetic economy for the global market has arrived. When consumers face unfamiliar products, they will use their brand awareness to assist them in buying decisions. In contrast, a product is a specific symbol that represents its brand. A brand is abstract, spiritual, and the sum of the feelings that consumers have toward the products. A brand reflects their emotions, knowledge, attitudes, and behaviors. This also shows that a product needs to not only provide the functions demanded by the consumer, but also consider the state of mind of the consumers using the product, as well as their inner emotional requirements. By using the emotional values of a product to confirm consumer needs, brand image can be enhanced, thereby allowing the identification of product advantages.
Therefore, the purposes of this study include: 1. using the theoretical product qualia factors to discuss products, and basing the designs and applications on the theory; 2. analyzing the influential factors of products on brand imaging, and providing references for the industry; 3. establishing an evaluation model of the impact of product qualia factors on brand image, and providing the industry with application references. In terms of research methods, prior to the development of research tools, we used qualitative research methods. Through the use of theories, we performed discussions on the development of the research structure; for example, we conducted literature reviews and case studies to confirm our research topics. After studying the related theories and performing investigations, we confirmed that the aim of this study relates to discussions on the sentimental level. Based on the theories, we designed the research tools and performed reliability and validity tests. We used structural equation modeling （SEM） to perform the verification analysis to evaluate the feasibility of the SEM, which assesses how the product quality impacts the brand image.
Study results have found that an interactive relationship exists among product qualia factors, brand emotion, and brand image. The results have mainly showed the following: 1. product qualia factors positively affect brand emotion; 2. brand emotion provides a mediating effect between product qualia factors and product image; 3. through the use of strategies on enhancing brand emotion, the effect of product qualia factors on brand image can be enhanced. In other words, through brand emotion, consumers can develop positive emotions toward the brand. During the process of establishing brand image, product design can enhance brand image through brand emotion.

Lastly, the conclusions have shown that consumers use all aspects of the product to assess product functionalities, style, and appearance, before starting to pay attention to their experiences with the aspect of beauty. At this stage, designers should spend efforts in enhancing the inner quality of the product, or the so-called taste. Once a consumer who appreciates taste and style comes across such a product, the consumer would progress from “I want this” to “I must have this.” Brand royalty and brand emotion are thus formed. This shows that the era of Brand emotion has arrived. In addition to performing actual communications with the customers through products to achieve customer satisfaction, enhance brand image, and improve product advantage, brand owners would also need to combine the product advantages. Through various marketing activities, brand owners would need to show how they are different from other brands, as well as how unique they are. They need to keep focusing on the feelings of the consumers, and continue to satisfy their needs to establish good relationships with the consumers, so that the brand can have not only a place in the market, but also a place in the consumers’ minds. In this study, we established an evaluation model for the impact of product qualia factors on brand image. This model can provide different industries with the ability to evaluate the impact of product qualia factors on the brand image of typical brands in all industries. This model can also provide references for related industries in their applications or evaluations of product designs, or in their estimations of brand launching strategies. The evaluation standards used in this model can strengthen industries in Taiwan, and ensure the sustainability and competitiveness of the industry. The model will thus provide practical assistance and useful contributions.

目錄
謝 誌 I
摘 要 III
ABSTRACT V
第一章 緒論 1
1-1 研究背景 1
1-2 研究動機 7
1-3 研究目的 9
1-4 研究範圍與限制 11
第二章 文獻探討 17
2-1 文創產業的商業模式與行銷推廣 17
2-1-1 文創產業的商業模式與個案分析 17
2-1-2 文創產業的行銷推廣與個案分析 34
2-1-3 文創產業與品牌形象 48
2-2 感質產品設計 49
2-2-1 感質因素 49
2-2-2 產品性格與感質因素 54
2-2-3 感質產品的設計 59
2-2-4 個案研究分析 63
2-3 品牌定位與品牌形象 67
2-3-1 品牌定位評估 67
2-3-2 品牌形象 74
2-4 品牌情感 76
2-4-1 品牌愛慕 78
2-4-2 品牌忠誠度 79
2-5 評價系統─M-R 模式與結構方程模式 83
第三章 研究方法 85
3-1 研究架構 85
3-2 研究假設 87
3-3 研究流程與研究工具設計 90
3-3-1 品牌定位量表 91
3-3-2 產品感質因素量表 94
3-3-3 品牌情感量表 96
3-3-4 品牌形象量表 97
3-4 研究工具之前測與檢驗 98
3-4-1 品牌定位 98
3-4-2 產品感質因素衡量品牌形象 102
3-5 正式施測 112
3-5-1 品牌定位 113
3-5-2 產品感質因素衡量品牌形象 122
第四章 結果分析與討論 127
4-1 量表之信度分析與探索性因素分析 127
4-2 正式樣本之驗證式因素分析 129
4-2-1 收斂效度與區別效度 129
4-2-2 多元常態性假設檢定 131
4-3 結構模式分析與研究假說驗證 132
4-4 不同產業之產品感質分析與討論 135
4-5 不同品牌之產品感質分析與討論 137
五、結論與建議 141
5-1 結論 141
5-1-1以感質理論探討產品並提供設計與應用之依據 141
5-1-2分析產品對品牌形象之影響因素並提供產業參考之依據 142
5-1-3建立產品感質因素影響品牌形象之評價模式供產業應用參考 144
5-2 建議 145
參考文獻 147
附錄一 品牌情感與品牌形象問卷 171
附錄二 產品感質問卷 174
附錄三 品牌熟悉度問卷 177
附錄四 產品喜好度問卷 180

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