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題名：文化差異對創意提袋認知之影響
書刊名：設計學年刊
作者：廖卿枝／詹楊彬／歐陽競康
作者(外文)：Liao, Ching-chih／Jan, Yang Bing／Au Yeung, King Hong
出版日期：2016
卷期：4
頁次：頁47-73
主題關鍵詞：文化差異；創意；提袋；認知；Cultural gap；Creativity；Shopping bag；Cognition
原始連結：連回原系統網址new window
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在日益全球化的市場中，文化差異所衍伸的問題越來越受到關注。跨國性之品牌與非營利組織常將相關產品或關注性議題，以趣味畫面或強調功能性融入提袋設計，企圖引起注目，以達傳遞訊息之目的。本研究假設不同文化背景下對創意提袋設計之看法與接受度有差異，以具創意設計之提袋為例，利用語意差異法(SD法)結合七階量尺，針對台灣與德國之使用者進行量測。研究結果發現兩群參與者對提袋意象構成與偏好有顯著不同。兩群之提袋意象皆由四個主要因素構成，第一主成份皆為「創新」因素，但台灣的創新成份偏向具趣味創新，德國偏向實用性創新。「喜愛的」綜合評價，台灣參與者之反應受到「優美的」、「互動的」、「實用的」等意象影響；德國參與者受到「實用的」、「巧思的」、「幽默的」等意象影響。「樂於使用的」綜合評價:台灣參與者受到「優美的」、「前衛的」(呈現負值)、「新奇的」、「環保的」等意象之影響，德國則受到「實用的」、「優美的」、「幽默的」意象之影響。顯示在提袋設計中多強調美感、互動、實用與使用不讓人發窘、具驚奇感、環保比較能夠提高台灣使用者喜歡並樂於使用之預測；多注入實用性、巧妙、優美與幽默感的意象則有助於提高德國使用者偏好與樂於使用之預測。
In an increasingly globalized market, issues resulting from cultural differences receive more and more attention. To transmit messages related to products or important issues, and attract attention, multinational brands and nonprofit organizations often incorporate interesting images and emphasize functionality in bag design. This study posits that people with different cultural backgrounds have varying opinions about creative shopping bags. Taking creative shopping bag design as an example, this study uses a seven-point semantic differential to analyze users in Taiwan and Germany. Research results suggest that the two nationalities form different images and preferences toward shopping bags. The images are based on four main factors, the first being “innovation.” However, Taiwanese users are drawn to innovations that are full of fun, while German users prefer practical designs. Results show that Taiwanese users’ overall evaluation of “like” images are affected by those that are “nice,” “interactive,” and “practical.” German users, on the other hand, tend to “like” “practical,” “novel,” and “humorous” images. Moreover, Taiwanese users “enjoy using” shopping bags that are “nice,” “trend-setting” (which shows a negative value), “novel,” and “environmentally friendly.” Germans, however, “enjoy using” bags with designs that are “practical,” “nice,” and “humorous.” The results suggest that Taiwanese users like and enjoy using shopping bags with images that are aesthetical, interactive, practical, surprising and user-friendly in a way that the images do not embarrass users. German users prefer and enjoy using shopping bags with practical, unique and humorous designs.
期刊論文
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圖書
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圖書論文
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