| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 96 === In today’s consuming market, people try to communicate themselves through imageries of products. The values of luxury satisfy people’s needs. In this kind of consuming culture, consumers constantly expand. And the young generation is being concerned as a new group of consumer. The purpose of this study is to collect design elements of LV’s leather goods to generalize product design attributes of luxury leather goods, and to analyze important cognition toward product design attributes of luxury leather goods of young generation from age 18 to 30 with different gender, occupations and buying experiences.
This study collects respondents’ data by questionnaire, there are 260 effective questionnaires. After analyze, the conclusions of this study are as follows:
1. There are 5 product design attributes of luxury leather goods: function, formal, conspicuous, craft and augmented attribute.
2. There are differences in important cognition toward product design attributes of luxury leather goods with different gender in young generation. Female attach more importance to function, formal and detail design of leather goods. On the other hand, male attach more importance to conspicuous.
3. Base on the economical ability and the attitude toward buying luxury, there are no difference in important cognition toward product design attributes of luxury leather goods with different occupations.
4. There are differences in important cognition toward product design attributes of luxury leather goods with different buying experiences. Respondents who had bought leather goods attach more importance buying the characteristic of luxury. Female who had bought leather goods attach more importance to function and formal of leather goods.
5. Young generation attach most importance to formal attribute. They need more choices in material, colour and size. Moreover the technology in craft and the quality should maintain the standard of luxury goods. So that they’re willing to purchase the luxury leathers which worth for them.
Keyword: luxury, leather goods, product design attributes, young generation, LV
|
|---|
