宗教觀光紀念品之愉悅設計因素探討

Exploring the Factors in Pleasure Design of Religious Souvenirs

宗教活動總能在任何時刻撫慰人心。如今的宗教已從神聖性轉至科學，再至消費，大眾可從中尋求慰藉、滿足空虛，這是宗教文化的優勢，因此將宗教產品賦予愉悅設計更可提升宗教文化內涵。本研究採用愉悅設計作為研究理論框架，探討宗教產品的愉悅因素與其影響消費者的喜好度，透過李克特量表，測量十個宗教場所的十種宗教產品。研究結果顯示：（1） 愉悅設計評估量表具有可行性；（2） 設計意涵貼切人心的宗教產品具有更高的愉悅感，產品可善用同理心進行愉悅設計；（3） 透過眼動追蹤實驗發現受歡迎的宗教產品特色為造型多元、繪圖精美、風格強烈、具文化內涵、圖像富含情境等。

Religious event appeases public feeling appeasement at every difficult time. Religion in contemporary has shifted from sacredness to science, and then from science to consumption. The public seeks solace and satisfaction from the consumption of products, which is an advantage of religious cultures. Therefore, applying the concept of pleasure design to religious products can enhance the connotations of religious culture. The present study aims to adopt the concepts of pleasure design in terms as the study theoretical framework of religious souvenirs and explore the pleasure factors of religious products and their influence on consumers' preferences. A Likert scale was implemented to measure the levels of the ten products for the ten religious places. The results show that 1. the religious product pleasant design evaluation scale developed in this study is practical; 2. religious products with resonance design significance have a higher sense of pleasure thus design pleasant products from the perspective of consumers; 3. through eye-tracking experiments, it is found that the characteristics of popular religious products include having diverse shapes, exquisite drawings, strong style, cultural connotation, and images rich in context.