以在地識別æ„象探討產å“之èªåŒèˆ‡å好 / A study on product design with local culture features and its effect on product identity and preference

曹永慶 Yung-Chin Tsao, 廖卿枝 Ching-Chih Liao

摘要


本研究以具å°ç£èŠå±±å²©æ–‡åŒ–å²è¹Ÿå…¬åœ’文化特性之圖案設計，於ç±ç·¨æ²™ç™¼æ¤…墊åŠæ袋產å“上之應用為例，探討具在地文化特性之產å“æ„象構æˆè¦å› ï¼Œä»¥åŠå½±éŸ¿ç”¢å“被èªåŒèˆ‡å好之æ„象，並了解相åŒåœ–案應用在ä¸åŒç”¢å“上時，是å¦å­˜åœ¨èªçŸ¥å·®ç•°ï¼ŒåŒæ™‚檢驗美感會是影響èªåŒèˆ‡å好之å‡è¨­ã€‚首先é€éŽé‡Œæ°‘訪談與å•å·èª¿æŸ¥æ‰¾å‡ºèŠå±±å²©æ–‡åŒ–特性，接著將文化特性èžå…¥è‡³å…©ç¨®ç”¢å“之圖案設計中；最後以SD法實施兩種產å“之識別æ„象ã€å好與èªåŒä¹‹èª¿æŸ¥ï¼Œä¸¦é€éŽä¸»æˆä»½ã€é›†ç¾¤èˆ‡å¤šå…ƒè¿´æ­¸ç­‰åˆ†æžæ–¹æ³•åŠ ä»¥æ¯”較。研究發ç¾å…©ç¨®ç”¢å“具有相似之æ„象構æˆè¦å› ;分別為「在地å°è±¡ã€ã€ã€Œç¾Žæ„Ÿã€èˆ‡ã€Œç¨ç‰¹æ€§ã€ï¼Œä½†é‡è¦é †åºä¸åŒï¼Œé¡¯ç¤ºç›¸åŒåœ–案設計應用在ä¸åŒç”¢å“上，觀者之æ„象èªçŸ¥å應存在差異，椅墊首é‡ã€Œç¾Žæ„Ÿã€ï¼Œæ袋則é‡ã€Œåœ¨åœ°å°è±¡ã€ã€‚影響兩種產å“被èªåŒèˆ‡å—喜歡主è¦ä¹‹å…±åŒæ„象，å‡æ˜¯ã€Œç¾Žéº—çš„ã€æ„象，而éžã€Œåœ¨åœ°æ–‡åŒ–象徵的ã€ã€‚表示「美麗的ã€åœ¨æ­¤é¡žæ–‡åŒ–產å“中是值得é‡è¦–çš„å› å­ï¼Œå¼·åŒ–該因å­æœ‰åŠ©æ–¼æ高被喜歡與èªåŒä¹‹é æ¸¬ã€‚


 

The purpose of this study was to determine how products carrying local cultural images created a perception of identity and preference among participants. Moreover, this study explored whether different products employed with the same pattern designs affected participant’s perception, and justify a hypothesis that aesthetic was a key factor on product identity and product preference. Cultural attributes from Zhishan Cultural and Ecological Garden in Taiwan were extracted and developed into design patterns which were then implemented into rattan sofa cushions and handbags for further investigating with product image identity and preference. Using thesemanticdifferential methodand treating with principal factor analysis, cluster analysis and multiple regression analysis, results showed that the product images perceived by the participants for the two products could be classified into three distinct factors: local identity, aesthetic value and uniqueness. The primary factor for enhancing both product identity and preference was the aesthetic value instead of the local cultural identity. It was also found that the same patterns implemented into different products resulted in different perceptual responses in the participants. 



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