| Summary: | 碩士 === 輔仁大學 === 織品服裝學系 === 93 === This study primarily investigated consumers’ preference and purchasing willingness on the digital inkjet printing innovation products.
Digital inkjet printing is a revolutionary innovation of fabric printing technology in the textile manufacturing and production process. The principle behind this technology is to digitalize the print motifs and colors application through computer calculation. Through such process, the data generated will be saved in data base where when needed, can be utilized to effectively monitor the textile printing quality; as well as solving the traditional fabric printing minimum quantity issue. In addition, digital inkjet printing allows the direct printing of ink on the fabric, thus eliminating the traditional screen-cutting process and can move up the textile product R&D process from 25 to only 7 working days.
There is an increasing urgency and need from the global market to shorten the product development cycle in the textile industry. It is also important for those textie companies not only to develop exquisite and versatile quality products but also create more varieties with small batches. Therefore, enterprises that can understand and incorporate the generally accepted and preferred colors or dersign elements into desisn process in order to provide individualized and customized product to customers will be more competitive. The key to achieve this is to collect and analyze consumers’ preference so that designers can use this data as a important reference when they are developing new products.
This research uses 12 pictures featuring product designs in 4 different styles and colors of different chroma to study and analysis how customers will react or favor differently to each one of the different combination.
This research will first conduct a Cluster Analysis on the interviewee’s background information to form a refrence base for different customer groups. Next this research will test and see how different customer group will prefer differently to images and textile of different colors and styles. The end result indicates that this research after conducting the Cluster Analysis was able to differentiate the target customers group (relatively older in average age, higher monthly income and monthly controllable income) which has quite distinct preference in images of classic and modern designs in bright, cool/warm colors mixing. In addition, the target customer group shows preference of silky, soft and smooth hand-feel material.
This research further uses these images to produce 11 different digital printing products, and test them on the interviewees to see their willingness to make the purchase. After combining and analyzing the test results with finding from the previous 2 stages, the result indicates that the target customers group (relatively higher in average age, monthly income and controllable income) will prefer textile products of female blouse, silk scruff, or tie in smooth, soft and comfortable textile done through the digital printing technology. The most acceptable pricing strategy is at mid range pricing, at the price range of around 500~1,000 (NT).
As for the product design, classic and post modern styles in bright, warm colors, or medium chroma in cool/warm mixed colors combinations are most well-received by the target customer group. For products such as coffee cup, note book, aluminum made business card case or sun/rain umbrella, the target customer group prefer low range pricing strategy at the range around 100~300 (NT). As for lady hand bag, wooden key box, wallet or table lamps, medium-to-low pricing strategy around 300~500(NT), and/or medium pricing strategy around 500~1000(NT) are most accepted by the target customer group.
As for the customer group with average age below 30 years old, below average monthly income and monthly controllable income, they have shown clear preference to self started brand, modern design in mid/high chome, cool/warm mixed colors. However their preference to material is not obvious. Due to the fact that the average age for this customer group is less than 30 years old, the information finding concerning their designs or colors preference as well as pricing tolerance to various products can become important reference base for future strategic planning or new product development on the application of the innovative digital inject printing technology.
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