以在地識別意象探討產品之認同與偏好

A study on product design with local culture features and its effect on product identity and preference

本研究以具台灣芝山岩文化史蹟公園文化特性之圖案設計，於籐編沙發椅墊及提袋產品上之應用為例，探討具在地文化特性之產品意象構成要因，以及影響產品被認同與偏好之意象，並了解相同圖案應用在不同產品上時，是否存在認知差異，同時檢驗美感會是影響認同與偏好之假設。首先透過里民訪談與問卷調查找出芝山岩文化特性，接著將文化特性融入至兩種產品之圖案設計中；最後以SD法實施兩種產品之識別意象、偏好與認同之調查，並透過主成份、集群與多元迴歸等分析方法加以比較。研究發現兩種產品具有相似之意象構成要因；分別為「在地印象」、「美感」與「獨特性」，但重要順序不同，顯示相同圖案設計應用在不同產品上，觀者之意象認知反應存在差異，椅墊首重「美感」，提袋則重「在地印象」。影響兩種產品被認同與受喜歡主要之共同意象，均是「美麗的」意象，而非「在地文化象徵的」。表示「美麗的」在此類文化產品中是值得重視的因子，強化該因子有助於提高被喜歡與認同之預測。

The purpose of this study was to determine how products carrying local cultural images created a perception of identity and preference among participants. Moreover, this study explored whether different products employed with the same pattern designs affected participant’s perception, and justify a hypothesis that aesthetic was a key factor on product identity and product preference. Cultural attributes from Zhishan Cultural and Ecological Garden in Taiwan were extracted and developed into design patterns which were then implemented into rattan sofa cushions and handbags for further investigating with product image identity and preference. Using thesemanticdifferential methodand treating with principal factor analysis, cluster analysis and multiple regression analysis, results showed that the product images perceived by the participants for the two products could be classified into three distinct factors: local identity, aesthetic value and uniqueness. The primary factor for enhancing both product identity and preference was the aesthetic value instead of the local cultural identity. It was also found that the same patterns implemented into different products resulted in different perceptual responses in the participants.