本研究藉由探究日本時尚服飾品牌在台灣市場的成功、失敗因素，整理了相關文獻。根據文獻發現，保持品牌相關性和差異化是品牌成功的關鍵。其中產品設計被視為一個重要的關鍵因素。因此，本研究聚焦於探討產品設計差異化對品牌的影響。在品牌相關的討論中，品牌體驗在學術研究和實務應用上都扮演著重要的角色，許多學者已針對品牌體驗進行了相關研究。然而在實證研究中，對於產品設計對品牌體驗的影響關係探討相對較少。
因此，本研究以產品設計的功能性、美學性和象徵性作為自變數，探討它們對品牌體驗中的感官、思考、行為和情感各自的影響關係。以日系時尚服飾品牌為研究對象，透過問卷調查方式針對日系時尚服飾品牌的消費者蒐集資料，回收有效樣本165份，進行量化分析。經實證結果顯示，產品設計功能性對行為體驗具有正向顯著關聯；美學性對感官和行為體驗具有正向顯著關聯；而象徵性則對感官、思考和情感體驗具有正向顯著關聯。這些結果為品牌管理和市場行銷提供了實證支持，同時提供了理論和實務上的參考建議。
This study examines the success and failure factors of Japanese fashion apparel brands in the Taiwan market and compiles related literature to find that maintaining brand relevance and differentiation is the key to brand success. Among them, product design is regarded as an important key factor. As a result, this study focused on dis-cussing the effect of product design differentiation on brands. Brand experiences play a vital role in academic research and practical applications. Numerous scholars have conducted related research on brand experiences. However, discussions on the effect of product design on brand experience remain scarce within empirical research.
Therefore, this study adopted product design's functionality, aesthetics, and symbolism as independent variables. We investigated their effects, within the brand experience, on the sensory, intellectual, behavioral, and affective. With a Japanese fashion apparel brand serving as the research subject, we used a questionnaire survey method to collect data from the Japanese fashion apparel brand's consumers. 165 effective surveys were recovered for quantitative analysis. The empirical findings indicate that the functionality of product design has a significant positive correlation with the behavioral experience; aesthetics has significant positive correlations with sensory and behavioral experience; and symbolism has significant positive correlations with sensory, intellectual, and affective experience. These findings provide empirical support for brand management and marketing, as well as theory and practice-based recommendations for reference.
