| Summary: | 碩士 === 國立雲林科技大學 === 工業設計系碩士班 === 95 === ABSTRACT
The message communicated by product is an important indicator for consumers’ purchasing options. Therefore, this study aims to explore the differences in product perception and preference of consumers with different product message intensity. The purpose of this study is to establish “the correlation between receiving different product message intensity and consumers’ preference” based on the circulation process of three-stage learning (retrieving, encoding, and feedback) mentioned in “the Conditions of Learning Theory.”
This study takes cultural products invented jointly by Botanical Garden, National Museum of Natural Science and National Yun Lin University of Science and Technology as the theme of empirical study. The results showed: Strengthening product message could facilitate consumers understanding products. Simultaneously, the higher comprehension on products consumers had, the higher preference they showed. There was a notable positive correlation between female consumers’ preference and product message perception intensity. Subjects’ purchases in the museum were mostly souvenirs with special appearances. After professional introduction, consumers further understood the connection between botanical garden of museum and its cultural products. According to consumers’ preference, the best-selling products were skate-style door stopper, spore cruet, ultrasonic mosquito repeller, water temperature monitor and piranha timer in sequence.
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