| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 94 === Abstract
This research was based on the relationship between consumption and symbols in sociology to explore the cause of product mimicry and people’s psychological feeling of consumption. The author studied consumers’ preferences for mimicked products, inferred consumers’ attitude towards purchasing them, and discussed consumers’ preferences for different groups of mimicked products. The results were as follows:
1. The cause of mimicry in the group of “independently created form symbols for individual use” was resulted from brand extension. The characteristics were interest, uniqueness and fashion, and people were also more willing to purchase. Their brand characteristics and design techniques were more preferable to testees. Their brand value was more important than product value to some consumers.
2. In the group of “mimicking others’ form symbols”, testees regarded the imitating technique was common, therefore products’ interest, uniqueness and fashion were the weakest among three groups. However, the technique could satisfy certain testees’ purpose of conspicuous consumption to purchase valuable symbols by lower price. Design experts regarded the reason of mimicry as the association with popularity that reflected rapid social changes and instant fashion trends.
3. Products in the group of “using unpatented form elements” provided testees with strongest feeling of exaggeration. Their interest, uniqueness and fashion were the strongest and were more popular to consumers. The reason of mimicry was similar to the exaggerated and unexpected expression of the Kuso culture. Design experts agreed that the technique could express designers’ creativity and provide more interesting results, although it was difficult to implement.
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