商品感性價值內涵與資訊傳遞設計──以文創產業為例

A Study on Emotional Value Creation and Information Transmission Design－Cultural and Creative Industry as an Example

隨著各類商品市場蓬勃發展、競爭日益激烈，過往消費者基於產品功能、品質、價格等理性考量來選購商品的模式已經有所轉變，在購買決策中，越來越多消費者憑藉著感性因素來判斷產品或服務的價值以追求內心的滿足感，商品展露出的情感、意涵逐漸扮演重要的角色。因此，感性價值的創造與傳遞，成為現代商品競爭的關鍵要素，而本研究便以剖析感性商品的價值創造歷程及其感性資訊刺激的形塑與傳遞為主要研究課題。在感性商品價值創造模式的部分，將針對不同的認知價值類型，從商品的功能、品質、價格到內在體驗、感動等各商品價值屬性面向，測試消費者的重視程度及其對商品評價的影響力。另一方面，除了商品價值的創造外，如何透過感性資訊的傳遞以獲得顧客對商品感性價值的認知也相當重要，因此，以感質、資訊類型等相關理論為基礎，檢視能有效傳遞商品感性價值的感性資訊模式，是本研究另一個重點。本研究以瞭解感性商品之感性價值創造內涵「是什麼（what）」以及是「如何（how）」透過各種不同感性資訊的形塑設計來傳遞給消費者為核心研究問題，除了以過往相關理論為基礎進行文獻探討並形成初步研究架構外，亦將採用「個案研究方法」針對台灣文創產業個案現象進行解釋性之觀察與分析，透過深度訪談、現場觀察及相關次級資料之收集，以解釋感性商品價值內涵與資訊傳遞間的互動歷程，最後透過跨個案間之比較與整合，歸納出結論並提出研究假說。

With the development of human civilization, all kinds of product markets flourish in an increasingly competition. Meanwhile, the rational decision mode to buy products in the past has also changed; consumers now determine the value of the products by emotion and pursuit their inner satisfaction. The feelings and implications passed out from products gradually play an important role. Therefore, the creation and delivery of emotional value become a key success factor of modern competition. The main purpose in this study will be to parse the process and model of value creation and its information transmission mode for Kansei product. In the part of the content of emotional value, we first discuss the concept of customer value creation. The criteria in product selection emphasize from the function, quality and price of the product to the steering pursuit of experience, impressed cognition and value in consumer decision-making. The emotional value is an integral part of product. To understand and clarify its content more, two streams of theories, quality management and product design, are discussed. On the other hand, in addition to the value creation, how to deliver these emotional values to customers’ mind and perception by effective marketing is also very important. Based on the concept of qualia and product information design, the effective Kansei information transmission mode to delivery of perceptual emotional value is another focus of this study. The main research questions in this study are to understand '(What)' the content of emotional value of product is and 'How” to design and shape the information delivery modes to pass the value to consumers. After the literature review and propose a preliminary research framework, then we use the case study method for the phenomenon of Taiwan's cultural and creative industries cases to further the explanatory observation and analysis. The data collects by depth interviews, field observation and secondary data collection in order to explain the concept and interaction between the value creation and information transmission, and finally through the cross-case comparison, we would summarize conclusions and propose research proposition.