本研究的旨趣為，是否可以將產品的美學部份獨立建構出一個屬性構面，有別於傳統上關於產品屬性的分類構面，讓產品美學屬性的界定與分類，能突顯其對消費者反應的喚起，進而影響其購買決策與品牌選擇。首先，本研究將產品的美學屬性建構為四個構面 (包含比例、顏色、材質和藝術融入)，接著，依前述的產品美學屬性構面發展出適用於小筆電之產品美學屬性內容和水準，分析其對於購買決策的影響，也進一步探討是否存在著小筆電之產品美學屬性最佳組合。本研究採聯合分析法，利用上述四個美學屬性做為消費者進行購買決策時的判斷取捨。在分析消費者的美學反應方面，利用生活型態變數將受訪者分群，透過集群分析的萃取與命名，分為「時尚美學群」，「節儉實用群」和「設計美學群」共三個族群。結果顯示，「時尚美學群」，「節儉實用群」和「設計美學群」所重視的產品美學屬性構面都一樣，依序為顏色、比例、藝術融入和材質，雖然這三個族群都重視相同的屬性，但他們所偏好的美學屬性水準卻是大不相同。最後，利用聯合分析結果中之成份效用值，也獲致各受測者族群間的小筆電美學屬性最佳組合。本研究在產品美學上實屬初探性嘗試，未來研究方向與建議亦有討論。 At the present time, product aesthetic attributes play an indispensible role in consumer purchase decision which is usually affected by traditionally functional demands before. Consumers’ choosing a product is not just for physical demand anymore but for psychological satisfaction, especially sensuous delight in products. Therefore, to market products triumphantly and successfully, companies today should focus on aesthetics that is used to inherently involved in product design as a vehicle for winning consumers’ preferences.
The study is carried out by using the questionnaire. The main purpose of this study is to examine the role of products aesthetic attributes in consumer purchase decision through utilizing a conjoint analysis among consumers for netbooks in Taiwan. First, we construct product aesthetic attributes that are proposed and built in literature, and then by means of content analysis, we establish the levels of a netbook which are searched on the representative of web sites. In forming stimuli, orthogonal design is used to reduce the number of combinations to a manageable size, and PowerPoint is utilized to design stimuli. Finally, we use stimuli established before to start importance and utility analysis.
