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| Title: | 精品品牌與藝術注入產品設計對知覺價值之影響—知覺獨特之中介效果分析
The impact of luxury brand and art infusion to product design on derceived value with the mediation effect of perceived uniqueness |
| Authors: | 黃怡嘉
Huang, Yi Jia |
| Contributors: | 樓永堅
黃怡嘉
Huang, Yi Jia |
| Keywords: | 藝術注入
精品品牌
知覺價值
知覺獨特 |
| Date: | 2014 |
| Issue Date: | 2015-11-02 14:45:44 (UTC+8) |
| Abstract: | 隨著全球化經濟的發展,藝術和商業結合的範圍與層次越來越廣闊,表現 形式也越來越多元,同時呈現的內涵也越來越具深度與延展性,可見高階藝術與 大眾文化之間往往以跨界合作的創新方式提升品牌價值(Derrick Chong, 2002)。 為此 Hagtvedt & Patrick(2008b)也提出藝術注入理論,其認為當藝術的形象注入 到商品中,將可產生蔓延效果。
因此,本研究採用 Sweeney & Soutar(2001)的研究構面,將知覺價值區分為 知覺社會價值、知覺品質功能價值、知覺情緒價值和知覺價格功能價值四個構面, 以分別探討藝術注入產品和精品品牌對消費者之產品知覺價值的影響,同時也探 討知覺獨特的中介效果,並討論精品與非精品對藝術注入影響知覺價值的異同。
本研究鎖定大學生族群為研究樣本,以藝術注入與品牌種類為操弄設計,並 以 Louis Vuitton 為精品象徵性品牌、以 ZARA 為非精品象徵品牌、並以英國知 名藝術家 Damien Hirst 之經典作品「蝴蝶」系列作為藝術注入元素,形成 2(藝 術注入/非藝術注入)x 2(精品品牌/非精品品牌)四種情境的實驗設計。研究結果顯示:
一、 藝術注入會提升消費者之產品知覺價值內的知覺品質 功能價值、知覺情緒價值與知覺價格功能價值。
二、 相較於非精品品牌,精品 品牌之知覺價值較高。
三、 精品品牌與否對藝術注入與知覺價值的關係並無影 響,即非精品品牌亦能透過藝術注入提升知覺價值。
四、 消費者對產品的知覺 獨特會提升其對產品的知覺價值,而知覺獨特對藝術注入和精品品牌有部分中介 效果。 |
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| Description: | 碩士
國立政治大學
企業管理研究所
101355027 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0101355027 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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