透過網路分析工具進行咖啡杯設計之研究

Design new coffee cups through web-based analytical tool

在環保意識及自備環保杯優惠折扣誘因下，咖啡杯也成為咖啡週邊商品中最具有發展潛力的產品項目。本研究透過網路二維式尺度分析工具，進行咖啡杯消費族群偏好調查，經由行銷偏好研究、造型意象偏好研究及數量化I類型態分析，依研究結果進行三款咖啡杯之設計，最後以市售五款主要競爭產品與三款新型設計案共八款，進行第二階段行銷偏好調查研究，以驗證新設計案之市場競爭力與色彩偏好，提供設計師與行銷人員參考。前測調查結果發現，受消費者喜好的咖啡杯型態組合為；直筒造型杯身、蓋扣式杯蓋、吸管造型飲口、不銹鋼材質。造型意象語彙偏好為「保守樸實與精緻的感受」。顏色以銀色系、灰色系為主，並具有防滑之附加功能。由後測調查結果發現；設計構想案A 案與B 案獲得消費族群高度認同。訂價分析方面，均為物超所值。在色彩偏好調查研究；設計構想案A 紅與A 藍，獲消費族群高度認同。以上透過網路二維式尺度分析工具進行咖啡杯之設計，其研究模式可提供未來新產品開發設計之參考。

In the environmental awareness and incentives of self-provided cup for discount, coffee cup has become the most potential products related to coffee. In this study, a 2-dimensional web-based analytical tool is used for the consumer group preference survey. Marketing preference research, product form image preference, and quantitative I type analysis are conducted for three coffee cup designs. Moreover, five competitive coffee cups from current market are added for a second round marketing survey of the market competition and color preference of three coffee cup designs for the references of designers and marketing personnel. From the first market survey it is found that consumers prefer the combination of straight shape cup body, cap button lid, straw shape drinking mouth, and stainless steel material for the environmental coffee cup. In terms of product form images, consumers prefer 'conservative, simple and delicate” images. Furthermore, silver and gray color series are highly preferred. An additional anti-skidding function is also preferred by the consumers. From the post survey, two design ideas are highly favored by the consumer group with high value for reasonable prices. In color preference study, the red and blue colors in design idea A are highly favored. Through the 2-dimensional web-based analytical tool, the analytical model can work as a reference for new product design and development in the future.