消費者對黑色幽默產品認知與購買意願之研究

Abstract

在現今市場上的設計產品中，具有幽默、有趣的感受的產品，能引起大眾的共鳴與青睞。而在幽默屬性中，黑色幽默是令人印象深刻且特別的。 本研究以黑色幽默產品為例，探討一般消費者對於黑色幽默產品認知感受與購買行為的相關問題。並進一步了解，對於這些問題，個人背景與黑色幽默產品之間認知感受程度與購買行為的差異狀況。故本研究的目的主要為： 1. 瞭解不同屬性對於黑色幽默產品認知感受之差異。 2. 探討不同屬性對於黑色幽默產品之購買行為之狀況。 本研究透過問卷調查法，將自行發展的圖片問卷透過網路問卷調查後，運用統計軟體 SPSS 調查後所得的資料，進行次數統計、描述性統計及差異檢定，結果發現： 1. 不同屬性之受測者，對於黑色幽默產品之感到幽默、驚奇、發笑的感受程度與認為是創意及喜歡該產品的認同程度確實有明顯差異，且感受程度由高至低的類型分別為「危險類型」、「噁心類型」、「隱喻類型」，「死亡類型」、「諷刺類型」。 2. 不同屬性之受測者，對於黑色幽默產品之購買行為部分，有意願購買次數最高的類型與其圖片為隱喻類型的 M3、危險類型的 Da1、噁心類型的 N2，其購買原因大致是因為「造型特殊」、「幽默有趣」、「富有創意」的理由而購買；有意願購買之次數最低的前三名為死亡類型的 D3、諷刺類型的 S1、諷刺類型的 S2，大多是因為不實用、沒有需求及不喜歡而不願意購買。

最後，依據本研究的結果，對設計領域與後續研究上提出一些建議，期望對相關設計領域上有所助益。 關鍵字：黑色幽默、產品認知、購買意願、產品設計。

In the current design of the products on the market, have humor, fun feel of the products, to arouse public sympathy and favor. Properties in humor,black humor is particularly impressed and particular. In this study, an example of black humor products, black humor of the general consumer products experience and cognitive issues related to consumer behavior. And further understanding of these issues, personal background and feelings of black humor, the degree of product perception between the different situations of consumer behavior. The purposes of this research include: 1. Analysis for the black humor of the differences perception between products. 2. Analysis for the black humor of the product purchase behavior situation. The applied research methods questionnaire study, after using a self-developed questionnaire with photographs of product, the collected date was analyzed, with SPSS software, applying such techniques as exploratory Number of statistics, descriptive statistics, t-test. The results include: 1. Sexes, ages, occupations, education and study background differ signifcantly in some factors toward products incorporating black humor of, surprise, laughter and that perception is creative and like to the product does have significant differences, the type of high to low respectively, "dangerous Type ", " nausea type "," metaphors type "," death type","satirical type. " 2. Consumer behavior of toward black humor products, are willing to buy the highest number of top three pictures is Da1 of dangerous, M3 of metaphors, N2 of nausea type; are willing to buy the lowest number of top three pictures is D3 of death type, S1 of satirical type, S2 of satirical type. Mostly because it is not practical, there is no demand, and do not like and do not want to buy.

Based on the result of this research, propose suggestions for design and future academic research, and expected to be helpful to issues about products design.

Key words:black humor; product perception; purchase intention; product design