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系統識別號 U0026-2701201620551200
論文名稱(中文) 文化人物誌:建構描繪文化的設計工具以幫助文化商品設計
論文名稱(英文) Cultural Persona‭: ‬The Development of a Cultural Representation Tool for Cultural Product Design
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 104
學期 1
出版年 105
研究生(中文) 李暐婷
研究生(英文) Wei-Ting Lee
學號 P36011139
學位類別 碩士
語文別 英文
論文頁數 127頁
口試委員 指導教授-賴新喜
共同指導教授-洪郁修
口試委員-謝志成
口試委員-鄧怡莘
口試委員-李穎杰
中文關鍵字 文化人物誌  象徵互動論  心智模型  孔子文化 
英文關鍵字 Cultural Persona  Symbolic interactionism  Mental Model  Confucius Culture 
學科別分類
中文摘要 近年來文創產業大受推廣與歡迎,但是大部分市售文化商品並無正確的應用文化的特徵,或是消費者無法理解文化商品背後的文化意涵,不僅如此,目前在設計文化商品的方法上,並沒有一個適切的工具來輔助設計師解構文化要素與意涵,因此,本研究將發展一個文化創新的設計方法─文化人物誌,協助設計師在發展文化商品時能夠抓住目標文化中的特徵,並且透過商品將文化意涵有效地傳達給消費者。
本研究將分為兩階段進行,在第一個階段:採用洋蔥模型作為架構來解剖一文化,並以象徵互動論的方式來擷取文化意義,接著藉由此方法來訪談30位觀光客(男、女各15位)認知的孔子文化特徵與象徵意義,再來根據心智模型的概念建構以消費者觀點出發的孔子文化人物誌。在第二個階段:為了驗證文化人物誌的效用性,本研究將招募18位設計師(大二學生,男性8位、女性10位)根據使用/不使用孔子文化人物誌進行馬克杯設計,當構想發展結束後,研究者會進一步分析每張構想圖的文化特徵、文化意涵、設計手法,接續由參與者進行組內評分,從中挑選最具代表的18張圖製作成線上問卷和紙本問卷,再來募集92位觀光客(年齡為19-60歲;男性48位、女性44位)針對構想圖的表現進行評估(即是否能夠理解設計的展現、對於商品外觀的感知)。結果顯示:實驗組的參與者較能夠快速的掌握文化要素和意義,並且易於應用不同層次的文化要素在設計中,如此一來,不僅豐富且多元的表現出孔子文化的特徵,也可以有效地傳達文化商品背後的文化意義給一般消費大眾。本研究成果將為文化與設計產業帶來貢獻,成功發展因應市場需求的文化商品,並透過商品傳達真正的文化價值給予消費者。
英文摘要 In recent years, the cultural and creative industry has become popular but most of its products do not apply cultural features that are precise enough for the customers to grasp the cultural meanings behind the product. Only few suitable tools exist for eliciting the cultural elements and symbolic meanings behind the design. Therefore, this study developed an innovative design tool, Cultural Persona, to help designers create a cultural product that captures the features of a target culture, and conveys the cultural meaning to consumers effectively.
This study had two phases. The goal of first phase was to utilize the Onion Model, which is aimed to analyze a target culture as a structure. Then, the structure was combined with Symbolic Interactionism to elicit cultural meanings. After that, the researcher interviewed 30 tourists to regarding the features and meanings of Confucius Culture in their perspectives. Based on the interview data, the researcher further established Cultural Persona based on the concept of a Mental Model. The goal of the second phase was for the researcher to conduct a case study so as to test the utility of Cultural Persona. Firstly, the researcher enlisted 18 designers who do mug cup design with or without Confucius Cultural Persona. Afterwards, the researcher estimated the frequencies of using the cultural elements, cultural meanings, and design methods. In addition, the study involved 92 tourists (aged 20-45 year-olds) to evaluate the idea sketches (i.e., whether customers understand the design of cultural products by perceiving the product’s appearance). The results indicated that Cultural Persona could help designers realize the cultural elements and meanings rapidly, and apply different levels of cultural elements. Thus, Cultural Persona not only shows rich and diversified cultural elements but also conveys the cultural meanings to consumers effectively. This study will contribute to the cultural and creative industry as well as cultural product design, by responding to customers’ needs appropriately, and successfully communicating the cultural values to consumers.
論文目次 摘要 ii
SUMMARY iii
ACKNOWLEDGEMENTS iv
TABLE OF CONTENTS v
LIST OF TABLES viii
LIST OF FIGURES x
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.1.1 Development of Cultural and Creative Industry 1
1.1.2 Research Development of Cultural and Creative Design 1
1.1.3 Practice Development of Cultural Design 2
1.2 Objective 4
1.3 Scope and Limitation 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 Research and Design Practices of Persona 6
2.1.1 Definition and Development of Persona 6
2.1.2 The Elements and Layouts of Persona 7
2.1.3 The Use of Persona in Design Practices 10
2.2 Symbolic Interactionism and Design Implication 12
2.2.1 Definition of Symbolic Interactionism 12
2.2.2 Current Approaches for Eliciting, Constructing, and Presenting Symbolic Meanings 13
2.3 Importance of Studying Mental Model in Product/Innovation Design 21
2.3.1 Definitions/Purposes of Mental Model 21
2.3.2 Elicitation and Construction of Mental Model 22
2.4 Perspective on Cultural Design 28
2.4.1 Current Approaches for Deconstructing and Interpreting the Culture 29
2.4.2 Current Approaches for Evaluating Culture in the Product/Interface Field 30
2.5 Summary 33
CHAPTER 3 Development of Cultural Persona 35
3.1 Overview and Theoretical Basis/Concepts 35
3.1.1 Step 1: Deconstructing Cultural Persona from the Viewpoint of Symbolic Interactionism 36
3.1.2 Step 2: The Elements of Persona Are Replaced with the Elements of Cultural Persona 36
3.1.3 Step 3: Use Symbolic Interactionism to Elicit Cultural Meanings 38
3.1.4 Step 4: Presenting the Cultural Elements of Users’ Cognition with the Concept of Mental Model 40
3.2 The Constructing and Presenting Processes of Cultural Persona 41
CHAPTER 4 METHOD 44
4.1 The Construction of Cultural Persona 46
4.1.1 Participant 46
4.1.2 Interview 47
4.1.3 Instrument 49
4.1.4 Procedure 50
4.1.5 Data Analysis 50
4.2 Case Study 51
4.2.1 Participant 51
4.2.2 Procedure 51
4.2.3 Data Analysis 53
4.3 The Evaluation of Cultural Persona 53
4.3.1 The Development of Evaluative Questionnaire of Cultural Persona 54
4.3.2 Procedure 59
4.3.3 Data Analysis 59
CHAPTER 5 RESULTS 60
5.1 The Interview Result 60
5.1.1 The Basic Information of Participant 60
5.1.2 The Results of Cultural Persona 62
5.2 The Results of Design Sketches 74
5.2.1 The Comparative Results of Experimental and Control Groups 74
5.3 The Results of Questionnaire 80
CHAPTER 6 DISCUSSION 83
CHAPTER 7 CONCLUSION 92
REFERENCES 95
Appendix A Integration for the Persona into Other Design Methods 101
Appendix B Integration for Eliciting Methods of Meanings from Symbolic Interactionism 103
Appendix C Integration for Approaches of Constructing Symbolic Interactionism 105
Appendix D Integration for Eliciting Methods from the Mental Model 107
Appendix E Integration for Approaches of Constructing Mental Model 109
Appendix F Interview Questionnaire from Know (2010) 110
Appendix G Integration for Eliciting the Representative Elements of Confucius Culture by Affinity Diagram 113
Appendix H Integration for Constructing the Representative Meanings of Confucius Culture by Associative Groups Analysis 116
Appendix I The Introduction of Cultural Persona 118
Appendix J The Assessment Questionnaire of Confucius Culture 121
Appendix K The Idea Sketches of Control Group 124
Appendix L The Idea Sketches of Experimental Group 126
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