[ 摘要 ]

「創意經濟」的時代已經來臨，設計型態也漸漸轉向以品牌設計為導向，特別是以「文化」為基礎來呈現「創意」的文化創意產品，是未來的設計趨勢，為了因應這股「文化創意」的朝流，本研究的目的經由探討區域文化與特定民族文化的異同，研究如何將設計師的風格透過文化的體驗後，運用創意轉換的模式，將文化意涵融入入產品設計中；並進一步探討消費者如何認知文化創意產品，期望透過量化的方式瞭解消費者是如何認知文化創意產品，設計師又是如何透過跨文化的研究，萃取文化要素將之應用於文化創意產品上。

本研究以北投文化基金會經過數年經營建構的文化資料，代表北投區域文化；並以數位典藏國家型計畫-新e網的原住民服飾典藏，作為原住民族文化的基礎，透過「文化創意產品認知模式」的相關實驗，利用上述文化激發創意所設計的產品作為研究對象，透過115位的受測者，並以多向度評量及相關統計程式進行分析。

結果顯示：（1）消費者對於市面知名品牌的設計具有明顯的辨識現象，但是部份以原住民文化為設計元素的皮包，仍可達到被消費者辨識的效果。多數的消費者認同原住民文化產品仍有發展的空間。（2）文化創意商品係「創意經濟」的主體，而文化創意產品的設計屬性架構在「原創性」、「民族性」與「滿足感」的三個要素上。（3）就設計師風格而言，文化產品的設計屬性可以分為：「樸實的-另類的」與「幾何的-流暢的」、「流暢的-安定的」與「復古的-新潮的」等，作為產品設計的屬性參考。（4）消費者漸漸注重「文化」的念舊的情懷，透過商品化喚起內心深層的文化情感；因此，如何透過文化教育引導出消費者心靈層面的需求，將有助於文化創意產品的設計。（5）藉由區域性與民族性的文化產品，其屬性的比較可以得知，消費者對產品需求雖然顯性的偏好低價位，但是對於設計優良，創意動人的產品，仍有願意付高價購買的隱性需求。因此，如何尋求具代表性的文化元素，透過設計的創意加值，創造消費經濟，仍有設計師發揮的空間。



[ 英文摘要 ]

Along With the “knowledge economy”, the trend of design industry has been towards brand marketing, particularly in emphasizing local cultures and motifs have become a design strategy. To further understand the “cultural and creative industry” development,this paper have composed many research regarding the difference between nationalized and regionalized cultural identity. In addition,how a designer may fuses his or her creative characteristics with the cultural experience in their designs that contains cultural connotations, analysis of consumer awareness and acceptance of cultural creativity, and how existing designers explore and extract design elements from culture using on their design works.



This research is based on the Beitou Cultural Foundation’s extensive portfolio and database, and the National Digital Archive Program which is to build a digital archive database for Taiwanese people to learn Taiwanese aboriginal garment culture through the internet and e-learning environment. The analysis and experiments are conducted to explore the possibility of designing cultural creative products from local cultural features. 115 students sereved as the subjects and were asked to evaluate two different kinds of cultural products . Then, the date were subjected to the MDS program to explore the factors affecting the cultural product design. Results are presented here providing the users with a digital archive database to learn Taiwan local cultural features.



The results are summaried as following: (1) Every cultural product must be identified, and the key factor for what identifies products is branding. However, if a product utilized aboriginal elements in design, it could be recognized as the cultural features. (2) Cultural creativity is a factor of the creative economy that consist of three elements, including: “originality”, “ethnicity” and “spirituality”. (3) The personality of Designer can be categorized into four groups: (sensible – alternative), (generic – organic), (flowing – solid), (retro - avant-garde). (4) Cultural reminiscence is the key factor to stir emotions, and sentiments have become a strategy in the market place. Based on the cultural factors, the consumer awareness of cultural creative product could be enhanced via design education. (5) Pricing is an important issue regarding the cultural creative product to the nationalized or regionalized cultural identity products evaluation. Results have shown a bipolar between low-price and low-quqlity, and high-price and high-quality. Therefore, the key factor in adding value to cultural design by applying the “cultural creative” method is an effectively approach.