賀卡風格形式的世代偏好調查與賀卡內容分析

Abstract

賀卡是用來表達情緒的一種媒介（Fink，1992）。市面販售之賀卡種類繁多且呈現的形式多變，本研究彙整不同贈送場合與節日之賀卡設計內容，並探討影響消費者在購買賀卡的決策過程中之考量，並整理與歸納各世代消費者偏好之賀卡特質，以及提供消費者對於賀卡接受度之範圍做為未來賀卡設計之方向。據此，將整理賀卡市場、插畫風格及世代消費之相關文獻，以此作為背景知識來進行本研究主要之部分。研究方法主要為二：（1）蒐集與分析國內兩間知名的賀卡品牌，於2009年至2011年間於我國賀卡市場上所販售之賀卡，並以可於台北知名連鎖大型賀卡經銷通路之28間門市取得為限。（2）問卷調查，於2011年11月1日至2011年12月31日間，調查受訪者選擇賀卡之考量因素、風格偏好與購買行為經驗等，共794位受訪者，男性為362為，女性為432位。研究發現：（1）生日賀卡是主要的卡片收送場合之一，特別是在台灣，其多使用派對式的元素設計，且歡愉的氣氛強烈。（2）聖誕賀卡銷量佳，於台灣僅次於生日賀卡，其設計的主題性強，且元素各自具有濃厚的聖誕氛圍。（3）在其他的節日賀卡中，兔子、花以及愛心成為賀卡元素的機率高。（4）其他場合的賀卡，由於涵蓋議題廣泛，使得使類型賀卡在元素設計上更加多元化。（5）萬用卡之設計元素的變化，可適用於各種用途與場合。（6）嬰兒潮世代消費者重視商品的價值，以及與生活的關聯。（7）大環境帶來的經濟壓力使X世代在挑選賀卡時更加精打細算。（8）Y世代對於卡片結構變化接受度高，強調個人風格。（9）Z世代為主要的賀卡市場族群，賀卡的選擇偏好以贈送對象作為優先考量。（10）賀卡市場以女性消費者居多，其中裝飾圖案的賀卡風格最受歡迎，不限性別。結構上立體賀卡較受男性歡迎，平面類型則較受女性歡迎。Greeting card is one of the ways to express our emotions, for example, love, happiness, encouragement, admiration, friendship and cares (Fink, 1992). There are variety of types of cards being sold on the market, yet this study will collect each kind of greeting card that fits for different scenes and holidays, exploring what elements affects consumer behavior when they choosing from different greeting cards and discussing the preferences of greeting card designs between different generations as well as providing some suggestions to the greeting card design of future market. According to research, this study will collect reference papers about greeting card market, type of illustrations and generation consumers. The methods of this study: (1) Collecting greeting cards on the market which is from two famous greeting card brands from 2009-2011. (2) Doing survey about the reasons of choosing greeting cards, preferences of style and the shopping experiences of greeting cards to 794 interviewees, 362 males and 462 females, from 2011/11/01 to 2011/12/31. The research results were: (1) The largest amount of cards using is Birthday greeting card, especially in Taiwan, since most of it has party style design and full of happy atmosphere. (2) Christmas greeting card has strong theme of design and each element on the card has its own Christmas atmosphere. (3) The rabbit, flower and heart are widely used in the design of different holiday greeting cards. (4) The greeting card design of other scenes varies according to the covered topic.(5) The blank card can be used at every scene because of the open card design elements. (6) The baby boomer consumers emphasize the value of products and its link between their lives. (7) The economic pressure from environment makes the X generation become more calculative when picking greeting cards. (8) The Y generation can accept variety of card structure difference and emphasize the individual style. (9) The Z generation is the main consumer group of greeting card market, and the preference of picking greeting cards of them is according to the receiver whom they want to send the cards. (10) The female consumer are more than male in greeting card market, hence the style of decoration picture greeting card was most favorite to all; the 3D greeting cards are favored by males and graphic design greeting cards are favored by females.