「歸屬感」(Belonging)是生涯的原點，也是探索世界的出發點，讓自我有所「定位」。本研究透過「歸屬感｣意涵的探討，運用於文創商品的設計；以重新定義器物價值，使得產品不單只有使用上的功能，還能提供人們「歸屬感」的需求，進而認識更好的自己。 加入「歸屬感」的文創商品，為何能以高於市價的倍數賣出，且供不應求，是個非常令人好奇的因素。本研究，以心理學者馬斯洛的「需求階層金字塔論」(Maslow's hierarchy of needs)作為依據，並輔以國內知名心理醫師的臨床經驗與理論：提供大眾瞭解行為的產生背後的因素。並藉由Schmitt的行銷模組體驗，測出使用者如何透過隱含歸屬感之文創產品，達到「情感投射、自我認同」之途徑。 本研究顯示，消費者藉由購買具有「歸屬感｣的商品，能夠提升正面情緒，並確認自己得到所屬團體的「接納」。單單是這項因素，就能大幅提升商品本身的價值。套一句Swatch的話，因為人們買到的，不再只是一件單純的「商品｣；而是一份可貴的「情感｣。而那恰巧是現代人最缺乏的「歸屬感」。當我們能在情感上獲得較高的滿足時，才有能力符合別人對我們的期待，進而有效提升全體社會的智能。 ＂Belonging＂ is the origin of career, and it is also the starting point for exploring the world, allowing the self to be ＂positioned.＂ This study explores the use of ＂belonging＂ to apply to the design of cultural and creative products; in order to redefine the value of utensils, products not only have the use of functions, but also provide people with the need for ＂belonging＂ and thus better understanding yourself. Why is it possible to sell at a price higher than the market price, and the supply exceeds the market price? It is a very curious factor. This study is based on ＂Maslow's hierarchy of needs＂ by psychologist Maslow, supplemented by the clinical experience and theories of well-known psychologists in the country: to provide the public with understanding of the factors behind the behavior. Through Schmitt's marketing module experience, it is measured how the user can achieve the ＂emotional projection and self-identification＂ through the cultural and creative products with an implicit sense of belonging. This study shows that consumers can increase positive emotions by purchasing goods that have a ＂belonging＂ and confirm that they are accepted by their respective groups. This alone can greatly increase the value of the product itself. AS Swatch said, it is merely not only a ＂commodity＂ for people to buy it, but also a valuable ＂emotion.＂ And that happens to be the most ＂lack of belonging＂ that modern people lack. When we can get a high level of emotional satisfaction, we have the ability to meet the expectations of others, and then effectively enhance the intelligence of the entire society.
