藍染是台灣傳統的布料染色技術。由於工業自動化與化學染劑的興起，傳統繁雜且耗費人力的技法逐漸被科技取代，傳統文化的布品無法抵擋大量且便宜的化學染劑製品。因此，藍染產品的市場設計策略之擬定需要被重新定義。本研究主要目的主要透過質性的專家訪談來了解高低涉入程度的消費者對於縫紮染、夾染、型糊染三種圖紋與深藍、淺藍兩種顏色在愉悅度與懷舊度上的異同。本研究訪談結果，在藍染的色彩方面，高涉入較低涉入程度的消費者偏好深藍色藍染產品；而深藍色又較淺藍色藍染產品容易產生產品的情感性，包含愉悅性與懷舊性感受。在藍染圖紋方面，消費者喜愛的圖案包含幾何圖形、花卉及蝴蝶等型糊染的藍染產品，然而，因為考慮價格與技術的關係，消費者在入門時多會考慮縫染及夾染的藍染產品。
Blue dye is a traditional fabric dyeing technique in Taiwan. This traditional, complicated and labor-intensive technique has replaced gradually by science and technology owing to the industrial automation and the rise of the chemical agent. The traditional culture of fabric products cannot withstand large and low-priced chemical dyeing products, and therefore the market design strategy of the blue dyeing products needs to be redefined. The main purpose of the present study is primarily to understand the high and low involvement consumers, their valence on the similarities and differences of their affections (pleasure and nostalgia) between the blue dyeing patterns in terms of seam tie-dyeing, folders dyeing, and paste dyeing and the color with dark blue and light blue through qualitative expert interviews. The interviews results show that high involvement consumer preferences dark blue dyeing products than low involvement one. The dark blue dyeing products are prone to product emotions in terms of pleasure and nostalgic feelings than light blue dyeing products. Regarding blue dyeing patterns, consumers prefer the product’s patterns of geometric, flowers and butterflies by paste-dyeing with indigo. However, consumers usually consider seam tie-dyeing and folders dyeing products with indigo because of the consideration of the price and the technical.
Relation:
服務科學與管理，4(4)，71-78 Service Science and Management, 4(4), 71-78 服务科学和管理，4(4)，71-78
