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研究生： 嶋村泰一
Shimamura, Taiichi
論文名稱： 台灣紀念品包裝設計之跨文化研究: 以日本遊客購買台灣伴手禮為例
Conceptualizing Taiwanese Cultural Values in Souvenir Packaging Design for Foreign Tourists: The Study of Japanese Tourists’ Purchasing for Gift-giving.
指導教授： 丘增平
Chiu, Tseng-Ping
共同指導教授: 劉世南
Liou, Shyhnan
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 創意產業設計研究所
Institute of Creative Industries Design
論文出版年： 2024
畢業學年度： 112
語文別： 中文
論文頁數： 185
中文關鍵詞： 紀念品包裝設計 、伴手禮行為 、文化價值 、跨文化研究
外文關鍵詞： Souvenir Packaging Design, Tourists, Gift-Giving, Cultural Values, Cross-Cultural Study
相關次數： 點閱：184  下載：55 
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    • 紀念品包裝設計在遊客與文化代表之間扮演著重要的互動點。本研究探討了台灣紀念品包裝設計對日本千禧世代遊客購買行為的影響，以及這些設計中被日本遊客感知的文化價值。研究包括四個獨立的階段，每個階段都對應特定的目標：

    1. 通過眼動追蹤來探究日本遊客關注的包裝設計元素。
    2. 透過焦點團體訪談來理解日本千禧世代在選購伴手禮方面的共同行為。
    3. 探索台灣設計師如何將台灣文化價值概念融入包裝設計，使用KJ方法。
    4. 通過問卷調查來檢視台灣設計師所提出的台灣文化設計概念是否能有效地激勵日本千禧世代遊客購買紀念品。

    這份研究包括了100名日本遊客和5名台灣設計學生的參與。在這四個階段中，日本千禧世代遊客的伴手禮購買標準，根據購買對象不同，包括家人、朋友和辦公室。研究結果顯示家庭和朋友的伴手禮擁有深厚的情感參與，而辦公室的伴手禮則強調實用導向，如尺寸和數量。此研究貢獻旨在了解日本千禧世代的消費者對於台灣伴手禮的設計偏好與購物習慣。

    Souvenir packaging design plays a pivotal role as a point of interaction between tourists and cultural representations. This study explores the impact of Taiwanese souvenir packaging design on Japanese millennial tourists' purchasing behavior and their perception of cultural values embedded in these designs. The research is organized into four distinct phases, each aligned with specific objectives:

    1) Examining what packaging design elements Japanese tourists pay attention to by eye-tracking.
    2) Understanding the common behavior of purchasing souvenirs for gift-giving among Japanese millennials by focused group interview.
    3) Exploring how Taiwanese designers can conceptualize Taiwanese cultural values into packaging design by KJ-Method
    4) Examining whether Taiwanese cultural design concepts by Taiwanese designers effectively trigger Japanese millennial tourists for purchasing souvenirs by questionnaires.

    The study involves the participation of 100 Japanese tourists and five Taiwanese design students. Across all four phases it becomes evident that Japanese millennial tourists have distinct criteria for souvenir purchases based on the intended recipients—family, friends, and office. Souvenirs for family and friends carry strong emotional involvements, while souvenirs for office prioritize practical aspects like size and quantity. A common thread throughout these findings is the preference for unique items not available in Japanese markets. As a result, Taiwanese cultural elements, such as traditional Chinese characters, and clear visual images of products on packaging design are favored the most by Japanese millennial tourists.

    ABSTRACT II 摘要 III TABLE OF CONTENT IV LIST OF TABLES VI LIST OF FIGURES VIII APPENDIX XI CHAPTER ONE: INTRODUCTION 1 1.1. Research Background 1 1.1.1. Taiwan for Japanese People 1 1.1.2. Souvenir and Packaging Design 11 1.2. Research Focus & Objectives 15 1.2.1. Research Focus 15 1.2.2. Research Objectives & Questions 18 1.3. Research Framework and Procedure 19 1.3.1. Research Contribution & Limitations 20 1.4. Key Terminology 21 CHAPTER TWO: LITERATURE REVIEW 22 2.1. Cultural Values & Cultural Products & Japanese Tourists 22 2.1.1. Cultural values 22 2.1.2. Cultural products 24 2.1.3. Consumer Insight 25 2.2. Culture in Souvenir Packaging Design 28 2.2.1. Souvenir packaging design as cultural products 28 2.2.2. Souvenir packaging design and Japanese tourists 28 2.3. Millennials and Gift-giving 29 2.3.1. Japanese Millennials - “Yutori Generation” & “Pre-Yutori Generation” 29 2.3.2. Casual gift-giving 30 2.3.3. The relationship between millennials and gift-giving 31 2.4. Research Framework 31 2.4.1. Three layers and levels of cultural objects and design features 32 2.4.2. Framework of product experience 33 CHAPTER THREE: RESEARCH METHODOLOGY 35 3.1. Eye-Tracking 36 3.2 Focused Group Interview. 42 3.2. KJ-Method 46 3.4. Online survey 49 CHAPTER FOUR: ANALYSIS & FINDINGS 52 4.1. Phase One “Eye-tracking “ 52 4.1.1. The result of interview responses 52 4.1.2. The findings of interview responses 56 4.1.3. The result of eye-tracking data 56 4.1.4. The Summary of Phase One “Eye-tracking” 60 4.1.5. Major questions for Phase Two “Focused Group Interview” 61 4.2. Phase Two “Focused Group Interview” 62 4.2.1. Three major gift-recipients for millennials and motivations for gifting 62 4.2.2. The influence of three categories of experiences on souvenir purchasing 66 4.2.3. The influence of packaging design on souvenir purchasing 67 4.2.4. Discussion topics developed from the findings of Phase One 70 4.2.5. The summary of Phase Two “Focused Group Interview” 72 4.3. Phase Three “KJ-Method “ 74 4.3.1. The summary of Phase Three “KJ-Method” 76 4.4. Phase Four “Online Survey” 78 4.4.1. Basic profile 78 4.4.2. Souvenir purchasing behavior 80 4.4.3. Souvenir Packaging Design 82 4.4.4. About Taiwan 88 CHAPTER FIVE: CONCLUSION 99 5.1. Conclusion 99 5.1.1. Three groups of gift recipients 99 5.1.2. Aesthetic Experience, Meaning of Experience, Emotional Experience 100 5.1.3. Imagery and Size in Six Packaging Design Elements 101 5.1.4. “Typography” - Japanese and Traditional Chinese 101 5.2. Discussion & Limitations 102 5.2.1. Attractive souvenirs & packaging designs = Not available in Japan 102 5.2.2. Perceptions of Taiwanese visuals by Japanese millennials 103 5.2.3. The Influence of “Kawaii” for Purchasing Decisions 103 5.2.4. Limitation of participants’ demographics 103 5.2.5. Limitation of visual stimuli at Phase One “Eye-tracking” 103 5.3. Contributions & Future Research 104 5.3.1. Contributions 104 5.3.2. Future Research 105 REFERENCE 107 APPENDIX 116 APPENDIX A : Visual Stimulus of Phase One “Eye-Tracking” 116 APPENDIX B: Materials for Phase Four “Online Survey” 120 APPENDIX C: Transcripts of Phase Two “Focused Group Interview” 129 APPENDIX D: Result of Brainstorming in Phase Three “KJ-Method” 134 APPENDIX E: Results of Phase Four “Online Survey” 135 APPENDIX F: Summary of All Phases. 153 APPENDIX G: Design Concept Guideline of Taiwanese Food Souvenir Packages. 154

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