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題名:從情感設計的觀點探討產品特性研究-以智慧型手機為例
作者:邱昭榮
作者(外文):Chiu, Chao-Jong
校院名稱:亞洲大學
系所名稱:數位媒體設計學系
指導教授:陳俊宏 講座教授
學位類別:博士
出版日期:2017
主題關鍵詞:情感設計產品特性智慧型手機中介效果Emotional designproduct featuresmart phonemediating effect
原始連結:連回原系統網址new window
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本研究以情感設計理論為主軸,討論其與產品特性之關係。首先經由文獻探討,提出一個「產品特性領域之情感設計思維架構」,其次,以大學生為對象,進行情感設計、產品特性,以及購買意願之間的關係實證調查,再藉由專家訪談與焦點團體訪談的意見彙整,修正並確認這個理論架構。
本研究使用量化與質性方法進行研究,量化研究的結果如下:(1)智慧型手機情感設計對產品特性具有正向關聯性。(2)智慧型手機情感設計對使用行為具有顯著正向影響。(3)智慧型手機情感設計對使用價值具有顯著正向影響。(4)智慧型手機產品特性對使用行為具有顯著正向影響。 (5)智慧型手機產品特性對使用價值具有顯著正向影響。(6)智慧型手機情感設計對購買意願具有顯著正向影響。(7)智慧型手機產品特性對購買意願具有顯著正向影響。(8)智慧型手機之使用行為是情感設計與購買意願間的中介變數,具有部分中介效果。(9)智慧型手機之使用行為是產品特性與購買意願間的中介變數,具有部分中介效果。(10)智慧型手機之使用價值是情感設計與購買意願間的中介變數,具有部分中介效果。(11)智慧型手機之使用價值是產品特性與購買意願間的中介變數,具有部分中介效果。
在質性分析部分,可歸納出三大構面:(1)「使用需求」,包括:優惠價格、人際關係、功能滿足;(2)「情感需求」,包括:代表性與獨特性、 品牌優越感、流行追求與自我認同;(3)「購買品牌需求」,包括:性價比、連絡感情歸屬感、品牌滿足需求。
本研究整合量化與質性結果,證實使用者需求已從原先的功能滿足轉而尋求產品的情感設計與象徵性意涵的滿足,亦使得業者開發手機新產品時,將焦點逐漸朝向情感設計和視覺美感,期望智慧型手機這項產品,以「情感設計」來形塑「產品特性」,並且藉此來影響使用行為、使用價值與購買意願。
關鍵字:情感設計、產品特性、智慧型手機、中介效果
Study on the product characteristics from the perspective of emotional design -An example of smartphones
Abstract
With the emotional design theory, this study probes into the relationship between emotional design and product features. First, it proposes an “ideological architecture of emotional design for product features” in the literature review. Second, a demonstrative investigation into the relationship among emotional design, product feature and purchase intention is done among college students. Third, the opinions, which are expressed in the expert interview and the focus group interview, are summarized to revise and confirm the theoretical architecture.
The quantitative and qualitative methods are adopted in this study. The results of the quantitative research are as follows: (1) the emotional design of smart phones is in a positive relationship to product feature; (2) the emotional design of smart phones has significant positive effects on the use of smart phones; (3) the emotional design of smart phones has significant positive effects on the value of use; (4) the product feature of smart phones has significant positive effects on the use of smart phones; (5) the product feature of smart phones has significant positive effects on the value of use; (6) the emotional design of smart phones has significant positive effects on purchase intention; (7) the product feature of smart phones has significant positive effects on purchase intention; (8) the use of smart phones is the mediated variable between emotional design and purchase intention and has some mediating effects; (9) the use of smart phones is the mediated variable between product feature and purchase intention and has some mediating effects; (10) the value of use of smart phones is the mediated variable between emotional design and purchase intention and has some mediating effects; (11) the value of use of smart phones is the mediated variable between product feature and purchase intention and has some mediating effects.
In the qualitative analysis, three dimensions can be induced: (1) “demand for use” which includes lower price, interpersonal relationship, and functional satisfaction; (2) “demand for emotion” which includes representativeness and uniqueness, brand superiority, fashion pursuit, and self identity; (3) “demand for brand” which includes cost performance, sense of belonging, and brand satisfaction.
By combining the quantitative and qualitative results, this study has demonstrated that user demand has changed from functional satisfaction into the satisfaction with the emotional design and symbolic meaning of products. Because of the change, cell phone developers have switched their attention to emotional design and visual aesthetic sense, with the hope of shaping “product features” with “emotional design” and thus influencing the use of smart phones, the value of use, and purchase intention.
Keywords: Emotional design, product feature, smart phone, mediating effect
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