影響觸摸動機及視觸行為之因素探討(II)
中文摘要
本研究目的為探討觀看實體產品或螢幕產品圖時，對不同教育背景受試者的觸摸動機、喜好度及視覺意象的影響。本實驗招募了60位受試者參與，實驗獨立變項有教育背景(設計背景、管理背景)及樣品呈現方式(實體產品、樣品去背圖、樣品情境圖)，六款木製文具作為實驗樣品並當為呈現方式因子的重複施測條件，量測項目包含觸摸動機、喜好度及十題視覺意象問卷。實驗結果發現實體產品可引發受試者較高的觸摸動機，而情境圖可讓產品產生其他正面的感受，讓受試者更加喜歡，但去背圖的效果不如情境圖。另外管理相關系所學生觀看樣品後所引發之觸摸動機高於設計相關系所學生，而且喜好度及其他視覺感受的分數也顯著較高。多元迴歸分析結果顯示隨著對樣品喜好度的增加，或者實驗組合能夠引發受試者想要把玩或者引起想要去感受摸起來的感覺，受試者的觸摸動機也會越強。本研究成果除了有助於觸摸動機模型的建構外，可供企業評估在網頁上如何適當呈現產品，以提升消費者的觸摸動機與喜好度，對未來產品設計的重點與產品銷售的方式均提供有用的方向。
Abstract
This study was aimed to investigate the effect of product presentation mode and education background on consumer’s willingness of touch, preferences and visual imagery. A total of 60 students were recruited to participate. The independent variables included product presentation mode (physical products, keyer effects photo, and scenario photo) and academic major (design, management major). Six wooden stationeries were chosen as experimental samples. Three different kind dependent variables were measured in the study. They were willingness of touch, preference and 10 sets of sensory descriptions, each ranked on a scale of five grades. The study results showed that when watching a physical product, the willingness of touch was greatest. The scenario photo generated more positive feelings and resulted in higher preference rating. The willingness of touch, preference and sensory ratings of management major students were higher than design major students. This study obtains two regression models using a forward stepwise searching procedure. Results show that the willingness of touch increased was followed the rating of subjective preference, the senses of I want to play it and I want to feel tactile impression. The findings of this study can give an insight into the motivation of touch, and further provide some guidelines and recommendations about the product design and selling method to increase the competitive advantage of product.