男性ä¿é¤Šå“包è£å®¹å™¨ä¹‹è‰²å½©èˆ‡æ質屬性å°æ¶ˆè²»è€…感性å好的影響 / The Effects of Color and Texture on Consumers' Affective Satisfaction on Container Designs for Male Skin Care Products

摘要

商å“包è£è¨­è¨ˆä¹‹æƒ…感屬性，是影響消費者滿æ„與購買決策的關éµå› ç´ ä¹‹ä¸€ï¼Œä¼´ 隨社會風氣的開放，男性å°æ–¼è³¼è²·ã€ä½¿ç”¨ä¿é¤Šå“的觀念日益普åŠã€‚因此，本 研究藉由感性工學方法的應用，探討男性消費者å°æ–¼ä¿é¤Šå“容器的色彩因å­ã€æ質 屬性å°æ¶ˆè²»è€…感性æ„象評價與å好評價之影響;åŒæ™‚，應用二維尺度概念之 Kano å“ è³ªæ¨¡å¼æŽ¢è¨Žæ¶ˆè²»è€…å°æ–¼ä¿é¤Šå“容器包è£ä¹‹æ„Ÿæ€§è©•åƒ¹èˆ‡å好度之間的ä¸åŒå“質關係。 研究歸ç´å‡ºç”·æ€§æ¶ˆè²»è€…å°æ–¼ä¿é¤Šå“容器之評價因å­ï¼ŒåŒ…括:都會感ã€è‡ªç„¶æ„Ÿèˆ‡é†’ç›® 感等三個構é¢ï¼Œä¸”å„å› å­æ§‹é¢å°æ–¼å好度評價具備了ä¸åŒç¨‹åº¦çš„影響力。åŒæ™‚，在 Kano å“質分類的çµæžœï¼Œèªªæ˜Žå„感性屬性項目與å好度之間確實存在ä¸åŒç·šæ€§èˆ‡éžç·š 性之 Kano å“質分類之關係，藉由 Kano å“質概念å¯é‡æ¸…消費者å°æ–¼ç”·æ€§ä¿é¤Šå“感性 設計之å“質需求差異，æ供男性化å¦å“市場定ä½ã€æ„Ÿæ€§å±¬æ€§é …目權衡å–æ¨ä¹‹åƒè€ƒ; 最後，藉由數é‡åŒ–一類分æžï¼Œå»ºç«‹é€ å½¢å› å­èˆ‡ä¸åŒ Kano å“質分類之相關性，以找出 影響「一元的ã€èˆ‡ã€Œé­…力的ã€å“質績效之é‡è¦é€ å½¢å› å­ï¼Œä½œç‚ºåŒ…è£æ„Ÿæ€§å“質改善與 消費者滿æ„度æ昇之造形發展的åƒè€ƒä¾æ“šã€‚

The affective attributes elicited by package design are critical factors in achieving higher consumer satisfaction and purchase intentions. The market growth of male skin care products is progressively increasing, there are more and more men starting to use and buy male skin care products. It is important to understand what kinds of affective attributes men want and like when they are buying those products. In this study, we systematically explore the relationship between color, texture, affective attributes, and affective consumer satisfaction with container designs for male skin care products in use of Kansei engineering. While the two-dimensional Kano model is used to explore the relationships between affective quality performance and consumer preference. Firstly, factor analysis was used to explore the consumers’ perceptions of container designs, from which three main factors: modern factor, natural factor and attention factor were identified. Moreover, each factor has different effects on consumer preference of container designs. Then the Kano’s regression method was conducted. The 10 affective attributes were categorized as different Kano’s classifications, including attractive quality, must-be quality, one-dimensional quality and indifferent quality. Furthermore, three factors could also be classified into different Kano’s classifications. This implies that there exist linear and non-linear relationships between affective attributes performance and consumer preference of container designs for male skin care products. Based on the result of Kano categorization can help designers to better understand consumer requirements, to identify the critical and high-return factors of consumer satisfaction, and to resolve the trade-off dilemma in multiple-criteria decision making. Finally, Quantitative theory type I was used to explore the effect of each form level belonging to each form item on different Kano quality classifications. A parameter utility method based on Kano model is also proposed. The result indicates the critical affective design feature and form attributes for container designs, and it can provide useful insights for package design and for enhancing consumer satisfaction.