新創食品網路品牌於網站設計之創作研究—以歐式麵包為例

Abstract

臺灣烘焙市場規模龐大，產值超過千億新台幣，隨著經濟發展和生活水平提升，烘焙產品逐漸多元化，健康意識逐漸抬頭與媒體的宣傳下，歐式麵包佔有臺烘焙市場一席之地。此外市場經營趨向精緻化與體驗化，消費者不再滿足於只是購買商品，而是希望獲得更全面的購物體驗，正好電子商務市場興起又加上疫情的推波助瀾，臺灣零售業數位化趨勢更加明顯，線上購物和社群媒體行銷扮演著重要的角色，卻因網購平台多元且複雜，充斥著大量的商品資訊，消費者難以找到所需的資訊，也使得網路商家難以在網購平台的紅海中突起，新創品牌更是因為缺乏品牌知名度和市場經驗，難以建立強大的品牌認知。有鑑於此，本研究旨在探討新創食品網路品牌網站的設計要素，並以歐式麵包為例。為獲得更全面的資料以利後續進行網站創作設計之策略擬定，本研究首先觀察現有烘焙品牌之購物平台，以釐清現有網購平台之類型、特色及具實務性之設計要素，並透過半結構式訪談解析6位烘焙品牌商家對於官方網站的真實需求及想法，以及利用文獻蒐集相關購物網站功能、使用者經驗、消費者購物流程等資料，初擬烘焙食品網站設計策略要素，而後以模糊德爾菲法（Fuzzy Delphi Method, FDM）來篩選設計策略要素，並建立層級架構。研究結果顯示：應用模糊德爾菲法，共篩選出五大構面及25項設計要素準則，其構面包含品牌經營、商品展示、視覺介面、資訊回饋與互動操作等，而在品牌經營構面中所含設計要素分別是：具有招牌商品、提供客服專線、提供退款機制。在商品展示構面中所含要素分別是：完整商品資訊、依照商品種類進行分類、商品安全檢驗標示。在視覺介面構面所含設計要素分別是：具固定式快速功能選單、卡片式版面規劃、資訊圖像化呈現、色彩配置和諧舒適、具響應式設計。在資訊回饋構面所含設計要素分別是：提供常見網站問題彙整表、公告網站最新消息、商品內容定期更新、網站操作視覺回饋反應、具備詳細購物與會員須知、使用適當解析度之圖像、可查詢訂單記錄與進度、具熱門與推薦商品排行榜。在互動操作構面所含設計要素分別是：具商品搜尋功能、操作具記憶性、網站具有交易功能、簡化操作流程、所有內容均可在移動裝置呈現、具可記憶性之虛擬購物車。最後將其研究成果配合品牌視覺識別設計的輔助與網站設計流程規劃，創作設計出符合產、學共識的新創食品品牌網站架構與介面原型，以確保其美觀性與完整性，為未來研究與設計開發者提供參考依據，建構更符合大眾共識的新創烘焙品牌網站，改善消費者的購物體驗，提升網站的實用價值。

Taiwan's bakery market is substantial, with an output value exceeding NT$100 billion. As economic development progresses and living standards improve, bakery products are becoming more diverse. The increasing health consciousness and media coverage have propelled European-style bread into Taiwan's bakery market. Moreover, market operations are becoming more sophisticated and experiential. Consumers now seek a comprehensive shopping experience rather than just purchasing goods. This trend alignswith the growth of the e-commerce market and the impact of the epidemic. The digitalization of Taiwan's retail industry is becoming more pronounced, with online shopping and social media marketing playing pivotal roles. However, the abundance of information on goods across various online shopping platforms poses challenges for consumers in finding the information they need. This complexity also hinders online merchants from standing out in the competitive online marketplace and makes it challenging for start-up brands to establish strong brand recognition due to limited brand awareness and market experience. In light of this, the study aims to investigate the design elements of a new food online brand website, using European-style bread as an example. To gather comprehensive information for facilitating website creation and design strategy, the study first examines existing bakery brand shopping platforms to identify the types, features, and practical design elements of current online shopping platforms. It analyzes the genuine needs and perspectives of six bakery brand merchants regarding their official websites through semi-structured interviews. Additionally, it collects relevant information about website functions, user experiences, and shopping flow from literature to formulate a preliminary design. The study also reviews literature to gather information on the functions, user experience, and shopping flow of bakery websites to develop the design strategy elements of the bakery website. Subsequently, the study employs the Fuzzy Delphi Method (FDM) to refine the design strategy elements and establish a hierarchical structure. The study's findings revealed that five major dimensions and 25 design elements were chosen using the Fuzzy Delphi Method (FDM). These dimensions include brand management, product display, visual interface, information feedback, and interactive operation. The design elements within the brand management dimension include having signature products, providing a customer service line, and offering a refund mechanism. The elements in the product display section consist of complete product information, categorization by product type, and product safety inspection labels. The design elements of the visual interface encompass fixed quick function menu, card layout, graphical presentation of information, harmonious and comfortable color configuration, and responsive design. Design elements in the information feedback section include a glossary of common website problems, announcements of the latest website news, regular updates of product content, visual feedback of website operation, detailed shopping and member tips, use of appropriate resolution images, order history and progress, and a ranking of the most popular and recommended products. The design elements of the interactive operation framework comprise a product search function, memorable operation, website with transaction function, simplified operation flow, all contents can be presented on mobile devices, and a virtual shopping cart with memorability.Finally, the research results are integrated with the assistance in designing the brand's visual identity and planning the website design process. This integration aims to create a new structure and interface prototype for a food brand website that aligns with the standards of both industry and academia. The goal is to ensure the website's aesthetics and comprehensiveness, providing a valuable reference for future research and design endeavors. This prototype will aid developers in constructing a new bakery brand website that resonates with the general public, enhances the consumer's shopping experience, and increases the website's utility value.