文創產業的源頭來自該國的文化底蘊，若沒有消費市場的支援，文創產業則無以為繼。本研究探討文創商品的網頁平台，透過品質機能展開探討消費者與網頁設計者對於文創網頁的屬性需求，並以文創精神導入設計中，建構出一個合適網頁。 文創商品網頁要吸引消費者，需兼具人文、視覺美感與文化要素，使顧客認同文創的精神，進而消費。本研究發現，網頁的構圖、風格、色彩與形象表達會直接影響到顧客對商品的感受，也會左右顧客再次光顧的機會。故本研究提出的參考依據，讓設計師可針對不同的顧客族群偏好與差異性做為設計方向。如今網頁樣式的設計與變化可說已趨向飽和，因此可從民眾進行分析，明白其對於某些有名氣的網頁特徵與其它網頁的區別性，以滿足各種顧客的需求。 This study was to investigate web design of cultural and creative products. It tried to create a proper webpage with cultural and creative spirit employed by studying the needs of customers and web designers for a cultural and creative website through Quality Function Deployment Method. Both visual aesthetics and cultural elements are necessary for a webpage of cultural and creative products as to attract customers, get their recognition of cultural and creative spirit and then purchase the products. This study found that the composition, style, color, and image expression of a webpage will directly affect customers' feeling about the products and their decisions to re-patronize. Therefore, this study provides designers a reference as the design direction for preferences and differences of different customer groups.
