應用Q方法分析年輕消費者之產品設計鑑賞

Applying Q-methodolody for the Study of Young Consumers' Product Design Appreciation

吳俊杰(Jun-Chieh Wu) ； 楊永盛(Yeon-Sheng Yang) ； 張庭榕(Ting-Jung Chang)

《設計學報》 9卷3期 (2004/09) Pp. 71-83

https://doi.org/10.6381/JD.200409.0071

摘要

本文主要以年輕消費者作為研究對象，探討年輕消費者的產品設計鑑賞。經彙整Veryzer[16]所歸納的設計特性與Wu[17]所歸納的設計意識，形成本研究的五個產品設計特性：產品操作、產品瞭解、產品組織結構、產品渴望價值與產品風格，作為衡量與評估的依據。
本研究主要採用Q方法，以Q因素分析來探討年輕消費者之產品設計鑑賞類型。結果顯示，年輕消費者之產品設計鑑賞類型可區分為：(1)省時安全便利的產品操作型，(2)產品風格的價值渴望型，(3)產品的品牌與功能瞭解型，及(4)產品品質的保證型等四類。
在設計鑑賞方面：類型一者著重於產品操作；類型二者重視產品造形風格；類型三者則重點放在對產品功能的瞭解；而類型四者對產品的操作、組織結構和風格等特性並重，並著重於產品優良設計品質的實際感受。

關鍵字

Q方法 ； Q分類 ； Q因素分析 ； 設計鑑賞 ； 年輕消費者

並列摘要

The purpose of this study is to explore the product design appreciation of young consumers. Based upon the design characteristics Veryzer[16] induced and the design consciousness Wu[17] generalized, this research has resulted in the following five characteristics of product design: product operation, product comprehension, product construction, product desired value, and product style.
This research mainly used Q-methodology, Q-factor analysis was used to find the contingency and the difference between the types of product design appreciation of young consumers. The result shows that the types of product design appreciation of young consumers could be classified as the following five types: Type 1, safety and convenience product operation; Type 2, desired value of product style; Type 3, product's brand and function comprehension; and Type 4, product quality guarantee.
In terms of design appreciation: Type 1 focuses on the product operation; Type 2 values product's form and style; Type 3 attaches importance to their understanding on product functions; and Type 4 pays equal attention to product operation, product construction, and style of product while lay emphasis on actual feeling of the fine quality of product design.

並列關鍵字

Q-methodology ； Q-sort ； Q-factor analysis ； Design appreciation ； Young consumers

參考文獻

Assael, Henry(1998).Consumer Behaviorand Marketing Action.Cincinnati, Ohio:South-Western College Publishing.

Brown, Steven R.(1980).Political Subjectivity: Application of Q Methodology in Political Science.New Haven & London:Yale University Press.

Cuffaro, Daniel F.,Vogel, B.,Matt, B.(2002).Why Good Design Doesn't Always Guarantee Success.Design Management Journal.13(1),49-55.

Lutz, R. J.,Perspectives (eds.),Consumer Behavior, (eds.) Harold H. Kassarjian,Thomas S. Roberson(1991).The Role of Attitude Theory in Marketing.Upper Saddle River, NJ:Prentice Hall.

Norman, Donald A.(1988).The Design of Everyday Things.New York:BasicBooks Inc..