Qualia - The Mind Experience of Consumer

• Main Authors: Shih-Hung Yang, 楊士鴻
• Other Authors: Chung-Yu Pan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/28181502945799002452

碩士 === 東海大學 === 工業工程與經營資訊學系 === 99 === In modern society, it is aware of that consumer behavior has changed. It is along with the development on society and economy in many years. Consumers' behaviors are not just purely on the basic demand but with upgrading on people’s income and living standard. Further more , it goes into a deeper level-psychological satisfaction. The new consumption pattern called “feeling” and “touching” is a motivation behind the purchase of products to fulfill the needs in our deep heart. Consumer (customer) might have “perception” at the first sight on the product, then they could give rise to the “feelings” from the experience by using it, and finally “touching” arise spontaneously. The plan of “qualia” strategy of small and medium-size enterprises' promoted by the Small and Medium Enterprise Administration Ministry of Economic Affairs, (SMEA) in 2009 is focusing on keeping and increasing the competitiveness of these enterprises. The key concept “qualia” represents happiness and gratification, might be one of the critical “soft power” and element to improve or even enhance the enterprise competitive. It shows that the qualia of goods and services is more important to consumer than it's practicability. This research is to understand the process of how “qualia” concept formed in consumer’s mind, and how they estimate this “qualia”. This research is also trying to build a framework for the consumer to estimate the qualia level on goods and services through literature review and interview. By deeply interview between qualia receiver and deliver to get further study on how qualia designers pass the sense to their consumers and find out that there are some delivery errors occurred during these processes. There are three stages delivery errors in this processes; forming of image and qualia of product, qualia transferring and receiving, and qualia estimation in consumer’s mind.