Discussion on Attractive Attribute of Self-run Product by Correction Authorities-Taking Taoyuan Female Jail as an Example

• Main Authors: YA PING CHAN, 詹雅萍
• Other Authors: CHIA-HUI HUANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wc6676

碩士 === 東方設計大學 === 文化創意設計研究所 === 106 === This research aims to explore the attractive attributes of self-run product by correction authorities，to study that how self-run product by correction authorities to attract customers’ buying in order to improve its market competitiveness. This study takes Taoyuan female jail 's self-run product as a research object，and focuses on how the correction authority to take full consideration on product involvement，word-of-mouth marketing and other variables in the product design process，and then explores these prediction variables 's impact on purchase attention of these self-run products. It will investigate the attractiveness attributes of self-run products，and then based on the research results，it will provide recommendations on that how to improve the market competitiveness of the product. The research method is based on a preliminary literature research method，it will collect and sort relevant information related to the topic. Through evaluation grid method (EGM) under Miryoku engineering to investigate and analyze the consumer's attractiveness attributes of Taoyuan female jail’s self-run goods. This research will be supplemented by semi-structured interview among 15 highly involved in self-run products of correction authority in the Taoyuan area. It will construct the IPA chart by EGM evaluation method. It has concluded that the attractiveness attributes. Upon the literature review and interview，this research will develop questionnaire among consumers to verify the research result in previous stage study. It has collected 127 pieces of questionnaire through google online platform for evaluating importance and satisfaction on various aspects in design process of the self-run products by correction authorities among consumers. It can obtain consumers' attractiveness attributes in their actual consumption. In terms of results，this study found that word-of-mouth information has a positive effect on consumers’ choice on product. The higher the consumer’s involvement in word-of-mouth marketing，the more significant this positive effect will be，which will further to affect consumer satisfaction and purchase intentions. Quality among consumer word-of-mouth，product quality and online word of mouth are most important attractiveness attributes. The packaging popularity is most unimportant. It is not difficult to find that consumers satisfied with Taoyuan female jail’s self-run product quality，and have the lowest satisfaction on popularity of its package. Then through the IPA analysis method，according to the results，most of them fall into the first quadrant，that is，they need to maintain advantageous position.