Purchase Intention and Perception toward Products Incorporating Black Humor

• Main Authors: Lin,Yi-Sheng, 林易生
• Other Authors: 楊紹裘
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/96878765684415176868

碩士 === 國立臺灣師範大學 === 工業教育學系 === 98 === In the current design of the products on the market, have humor, fun feel of the products, to arouse public sympathy and favor. Properties in humor,black humor is particularly impressed and particular. In this study, an example of black humor products, black humor of the general consumer products experience and cognitive issues related to consumer behavior. And further understanding of these issues, personal background and feelings of black humor, the degree of product perception between the different situations of consumer behavior. The purposes of this research include: 1. Analysis for the black humor of the differences perception between products. 2. Analysis for the black humor of the product purchase behavior situation. The applied research methods questionnaire study, after using a self-developed questionnaire with photographs of product, the collected date was analyzed, with SPSS software, applying such techniques as exploratory Number of statistics, descriptive statistics, t-test. The results include: 1. Sexes, ages, occupations, education and study background differ signifcantly in some factors toward products incorporating black humor of, surprise, laughter and that perception is creative and like to the product does have significant differences, the type of high to low respectively, "dangerous Type ", " nausea type "," metaphors type "," death type","satirical type. " 2. Consumer behavior of toward black humor products, are willing to buy the highest number of top three pictures is Da1 of dangerous, M3 of metaphors, N2 of nausea type; are willing to buy the lowest number of top three pictures is D3 of death type, S1 of satirical type, S2 of satirical type. Mostly because it is not practical, there is no demand, and do not like and do not want to buy. Based on the result of this research, propose suggestions for design and future academic research, and expected to be helpful to issues about products design. Key words: black humor; product perception; purchase intention; product design