產品感質對品牌形象之影響

The Effects of Product Qualia on Brand Image

近年來，製造產業的生產技術逐日成熟，或是競爭者迅速趕上，產品除了功能與工學這些必要條件之外，更加入了魅力、美感、創意…等情感屬性，成為消費者選擇該品牌產品的關鍵要素，顯示產品不只是滿足消費者需求的功能而已，更需考量消費者使用時的心境以及人們內心的情感需求，因此，以產品的情感價值確認消費者需求，可強化品牌形象，有助辨識產品優勢。本研究以台灣經濟部中小企業處之感質計畫所提出的感質五要素為基礎加以修正為產品感質要素量表，結合品牌情感與品牌形象量表為研究工具，進行結構方程模式（SEM）分析，結果發現：1.「產品感質要素」對於品牌情感有正面推升的影響力；2.品牌情感在「產品感質要素」與品牌形象間具中介效果，「產品感質要素」能藉由品牌情感促進品牌形象的散播；3.透過強化品牌情感的策略，能提高「產品感質要素」對品牌形象之影響力。換言之，消費者能藉由對產品的情感而發展出對品牌的正面情感，而在建立品牌形象的過程中，產品設計能透過品牌情感強化品牌形象，因此未來開發新產品可參考「產品感質要素」進行產品設計以提高產品在市場上的競爭力，最後本研究根據分析結果提出建議，以提供相關單位及研究者未來之參考。

Manufacturers have developed increasingly mature production technologies in recent years, and their competitors have quickly generated comparable technologies. In addition to functional and engineering requisites, products incorporate affective attributes such as attractiveness, aesthetics, and creativity, which are key factors consumers seek when selecting brand products. Therefore, product designs must consider not only consumer needs but also consumer mentality and emotions when using the products. Thus, determining consumer needs based on the affective value of products can strengthen brand image and facilitates identification of product advantages. The five factors of the qualia program proposed by the Small and Medium Enterprise Administration of the Taiwan Ministry of Economic Affairs were modified to develop a product qualia factor scale. Brand affect and brand image scales were combined as research instruments for structural equation modeling analysis, which yielded the following results: (a) Product qualia had positive promoting effects on brand image. (b) Brand affect mediated the relationship between product qualia and brand image and qualia product promoted the spread of brand image through brand affect. (c) Through strengthened brand affect strategies, the effect of product qualia on brand image could be enhanced. In other words, consumers develop a positive affect toward a brand through their affect toward a product. During the process of brand image formation, product design can enhance brand image through brand affect. In the future, manufacturers designing new products can reference the product qualia factors to develop competitive products. Finally, we propose suggestions for relevant institutes and interested researchers.