基於因素分析法之招牌簡繁字形喜好傾向構面研究

目前在中國大陸地區有許多商店招牌文字會使用繁體字，漢字簡繁體字形因構成的區別而產生視覺喜好感之差異，本研究為釐清影響招牌簡繁字形視覺差異喜好傾向的要素，提出使用探索性與驗證性因素分析兩種方法建構因素構面。首先通過文獻探討與相關資料分析為基礎，明確了比例結構、視覺中心、外形尺寸、書寫線條、留白空間這五項要素，再尋找五組不同行業且具有簡繁體文字類型的招牌實景對比圖，設計問卷併發放給中國大陸年輕世代。經由回收的問卷數據進行性別T檢驗與地區的ANOVA檢驗，發現性別上沒有顯著差異而地區之間有顯著差異。而後用探索性因素分析與驗證性因素分析驗證五要素的聚斂度。最後通過對模型的變更與修正，建構合理確切面向中國大陸年輕世代的「招牌簡繁字形視覺差異喜好傾向」測量模型，並且可將五個因素作為招牌字形設計時選擇簡繁字形特徵進行創意時的判斷依據。

關鍵字

招牌文字；簡繁體字；喜好傾向；探索性因素分析；驗證性因素分析

並列摘要

Currently, many shop signs in mainland China use traditional Chinese characters. The difference in the composition of the simplified and traditional Chinese characters creates a difference in visual preferences. This study aims to clarify the factors that influence the preference of traditional and simplified Chinese characters for signboards, and to construct a factor structure. Based on literature discussion and data analysis, five factors are identified: proportional structure, visual center, dimensions, writing lines, and blank space. In addition, five groups of signage scenes in different industries with simplified and traditional Chinese characters are identified, and a questionnaire is designed and distributed to the young generation in mainland China. T-test for gender and ANOVA test for regions have been conducted on the data from the returned questionnaires and it is found that there is no significant difference in gender and significant difference between regions. Exploratory factor analysis (EFA) and Confirmatory factor analysis (CFA) are used to verify the degree of convergence of the five factors. Finally, through changes and modifications to the model, a reasonable and accurate ＂ Signage Preference for Simplified and Traditional Chinese ＂ measurement model will be constructed for the young generation in mainland China.