藍染產品的愉悅感與懷舊感分析

Analysis of Pleasure and Nostalgia in Products of Indigo Dyeing

藍染這項傳統古老的手工藝，已成為現今具有情感與傳統生活特色意涵的文化商品。為能了解藍染與消費者情感之關係，本研究目的聚焦於藍染產品的涉入程度、顏色及圖紋設計對消費者愉悅感與懷舊感的影響，企圖了解消費者情感之因素。研究首先邀請藍染手工藝專家進行個別的深入訪談，接著再以問卷進行消費者調查。結果經由190份有效問卷進行三因子混和設計分析顯示，涉入程度越高的受測者對於藍染產品的愉悅感以及懷舊感感受程度越高，高、中、低三者涉入程度之間具有顯著性差異。在藍染圖紋部份，夾染與型糊染的圖紋設計均較縫紮染具有顯著且較高的愉悅感及懷舊感。但在顏色部份，雖然平均數顯示深色較淺色的藍染具有較高愉悅感及懷舊感，但統計上並未有顯著的差別。研究分析將於研究中討論，研究結果提出不同涉入程度的消費市場需求，促進藍染文化商品設計。 Indigo dyeing, this traditional old crafts have been turned into cultural commodities nowadays with features of traditional life and emotions. In order to understand the relationships between Indigo dyeing and consumer needs, this paper aims at examining the influence of Indigo dyeing colors and patterns on pleasure and nostalgia feeling in different involvement degrees of consumers. The experts in indigo dyeing handicraft were invited to lead an individual in-depth interviews at first, and then the consumer surveys were conducted. The results with 190 valid questionnaires were analyzed by three-factor mixed design. The results show that participants with higher degree of involvement have higher degree feeling of pleasure and nostalgia. The high, middle, and low degree of involvement have significant differences. Regarding the pattern of indigo dyeing, both folders dyeing and paste dyeing have significant higher degree feeling of pleasure and nostalgia than seam tie dyeing. Regarding the color of indigo dyeing, although the average scores of dark blue dying exhibit higher degree feeling at pleasure and nostalgia than light blue dyeing, the statistic comparisons are no differences. Further analyses are discussed in this paper and some suggestions for the consumer involvement and marketing needs are discussed to facilitate the indigo dyeing design at culture products.

Indigo dyeing, this traditional old crafts have been turned into cultural commodities nowadays with features of traditional life and emotions. In order to understand the relationships between Indigo dyeing and consumer needs, this paper aims at examining the influence of Indigo dyeing colors and patterns on pleasure and nostalgia feeling in different involvement degrees of consumers. The experts in indigo dyeing handicraft were invited to lead an individual in-depth interviews at first, and then the consumer surveys were conducted. The results with 190 valid questionnaires were analyzed by three-factor mixed design. The results show that participants with higher degree of involvement have higher degree feeling of pleasure and nostalgia. The high, middle, and low degree of involvement have significant differences. Regarding the pattern of indigo dyeing, both folders dyeing and paste dyeing have significant higher degree feeling of pleasure and nostalgia than seam tie dyeing. Regarding the color of indigo dyeing, although the average scores of dark blue dying exhibit higher degree feeling at pleasure and nostalgia than light blue dyeing, the statistic comparisons are no differences. Further analyses are discussed in this paper and some suggestions for the consumer involvement and marketing needs are discussed to facilitate the indigo dyeing design at culture products.