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| 題 名 | 創新產品消費者偏好及購買意願之研究--以數位噴墨印花產品為例=A Study on the Consumers' Preference and Purchasing Willingness on the Digital Inject Printing Innovation Products |
|---|---|
| 作 者 | 蔡淑梨; 張輔玲; | 書刊名 | 輔仁民生學誌 |
| 卷 期 | 12:1 民95.12 |
| 頁 次 | 頁13-26 |
| 分類號 | 424.2 |
| 關鍵詞 | 數位噴墨印花技術; 產品設計; 消費者偏好; 群集分析; 卡方檢定; Digital inkjet printing; Product design; Consumers' preference; Cluster analysis; Chi-square tests; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究旨在探討運用數位噴墨印花技術創新產品設計的產品對消費者購買意願的影響。數位噴墨印花技術為紡織業生產製造程序於印花流程部份之革命性創新技術,可控制印花成品效果,解決生產線批次量的問題,並大幅縮短設計開發所需時程。為因應全球紡織產業快速、量少、精緻多樣化,及獨特與個人風格的產品市場需求,紡織產品設計開發需著重能被消費者接受的設計元素和色彩搭配,且透過分析建立參考資料供設計師使用。本研究透過運用數位噴墨印花技術進行產品設計,以十二張圖片歸類呈現之四種風格與四種彩度色彩的主題,探究消費者對不同風格、不同色彩搭配的偏好。結果發現受訪者平均年齡較高、平均每月收入較高、平均每月可運用費用較高的消費群,對於古典、現代風格輔以高彩度,寒暖色系混合的色彩圖像,以及光滑、手感清爽、質地柔軟的材質有明顯偏好。又,平均年齡在30歲以下、平均每月收入較低、每月可運用費用偏低之消費群則對於自創、現代風格輔以中高彩度,寒暖色系混合的圖像有明確偏好,對於材質的偏好卻不顯著。不同客群的偏好以及其對各項商品保留價格的資訊,可作為未來發展運用數位噴墨印花技術創新產品設計時的重要參考。 |
| 英文摘要 | This study investigates consumers’ preference and purchasing willingness on the digital inkjet printing innovation products. Digital inkjet printing is a revolutionary innovation of fabric printing technology in the textile manufacturing and production process. The digital inkjet printing can be utilized to effectively monitor the textile printing quality as well as solving the traditional fabric printing minimum quantity issue, and reduces the development time of the textile product. In response to the quick manufacturing, more varieties with small batches, versatile quality products, unique and personal style market of the global textile industry, enterprises should more emphasize on the generally accepted and preferred colors or design elements, and collect and analyze consumers’ preference so that designers can use the data as significant evidence during developing new products. In this study, there are 12 pictures featuring product designs in 4 different styles and colors of different chroma to analyze how consumers favor to each one of the different combinations. The result indicates that the group, which is relatively older in average age with higher monthly income and monthly controllable income, has quite distinct preference in images of classic and modern designs in bright, cool/warm colors mixing with silky, soft and smooth hand-feel material. The other group, which is below 30 years old in average age with below average monthly income and monthly controllable income, shows clear preference to self-brand, modern design in mid/high chroma, cool/warm mixed colors, however, their preference to material is not obvious. The findings for the different designs preference and pricing tolerance to various products of several consumer groups can be utilized for future strategic planning or new product development on the application of the innovative digital inject printing technology. |
本系統中英文摘要資訊取自各篇刊載內容。