臺灣產品形象定位之探討

Exploring the Image of Products Made in Taiwan

本研究以系統性的調查及統計分析，分成二個階段探討台灣產品形象。第一階段以設計、非設計、外國人等三種不同背景的受測者共97人對台灣、德國、義大利、美國、日本、韓國等六個國家，其產品印象的Stereotype進行研究。第二階段以德國、義大利、美國、日本、台灣（包括精品和一般產品）五個國家的家具、小家電、腳踏車等三大類，共117件產品，對30位非設計背景的受測者加以調查驗證，以了解當前台灣產品形象的定位，作為提升台灣產品形象的依據。從第一階段的研究中，我們可以得知台灣產品概念意象是由評價性因素、活潑性因素、圓柔性因素所構成。而台灣產品概念意象在認知空間的分布上，跟韓國產品概念意象接近，略較偏負面。台灣產品概念意象的鮮明度比韓國高，但比其他四個國家低。從第二階段的檢證研究中，我們發現台灣實際產品意象明顯地比刻板印象為佳。台灣精品意象又明顯地比台灣一般產品意象佳。構成台灣產品意象的五個因素分別是評價性因素、時代性因素、活潑性因素、穩定性因素、輕巧性因素。其中台灣精品在活潑性因素這一項已明顯地超越其他國家。本研究的結果，可提供作為提升台灣產品形象的基礎依據。

Two phases of semantic differential investigation have been conducted in this study to explore the perceived image of MIT products. In the first phase, 97 subjects, including foreign and native subjects and subjects with or without design background, have been surveyed to understand their stereotype impressions on products made in Taiwan, Germany, Italy, America, Japan and Korea, respectively. The result shows that the stereotype of MIT products is close to that of Korean products, and is not as distinctive and favorable as those of products made in Japan, Germany or Italy. A three dimensional perception space, composed by the factor of evaluation, activity, potency, for these stereotype images, has been derived from factor analysis. In the second phase of study, 117 product pictures, including furniture, bicycles, consumer electric products from Germany Italy, America, Japan and Taiwan （both awarded good products and general products have been selected from Taiwan）, have been presented to 30 subjects to survey their perceived images of these products, respectively. Likewise, for the real products, the image of MIT products is similar to Korean products. Their images are rather weak, indistinctive, and somewhat inferior to those of Japanese or German products. However, the real product image of Taiwan is better than the stereotype image of MIT products, while the awarded good products are perceived with better image than general products of Taiwan. Also, comparing to the product images of other countries, the product image of Taiwan is more or less dynamic and active. From the factor analysis, a five dimensional perception space, can be constructed for these 117 products. From the results of these two investigations, we can have a comprehensive understanding about the image of MIT products, among the products from other countries. And based on this understanding and the derived perception spaces, we may further improve the image of MIT products.