汽車設計概念之研究－從年輕族群之觀點

A Study on Design Concept of Automobile－from the Viewpoint of Young Generation

楊和珍(Ho-Chen Yang)

指導教授 ： 李月華

共同指導教授 ： 劉燦樑

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00018

摘要

隨著國民所得的增加、國人生活水準之提升、信用卡與現金卡的崛起、金融機構資金之寬鬆及汽車貸款利率不斷下探等因素，新世代的年輕人擁有了更多的所得支配額及消費的能力，甚至跳過騎機車的階段，直接晉升擁有四輪之有車階級。在新世代挾帶著一股不容忽視的新價值觀與消費觀之同時，他們對產品設計的品味也產生了極大的轉變。對汽車之要求除了必須功能與美觀兼備外，更要能彰顯個人的品味與風格。並且是一輛能與日常生活和諧共鳴、有如居家空間之美感及能延續生活型態空間的產品。

本研究主要從年輕族群的觀點，探討汽車設計概念之研究。透過問卷調查台灣地區年齡介於18~27歲單身的年輕族群。回收之有效問卷為610份，以SPSS軟體進行資料分析。研究將年輕族群以集群分析法分為理性堅強型、被動依賴型、溫順中庸型、內向冷淡型及外向活潑型五種不同人格類型。另將不同生活型態之年輕族群分為居家務實平凡族、品味識趣享樂族及隨波逐流自足型。研究結果將年輕族群的偏好趨勢予以分析與評估，將其具共同性及普遍性之特性抽離出來，加以概括出五種不同人格類型的特徵、溝通方式及汽車概念發展方向。最終並獲得以下的驗證：

一、 不同人格特質的年輕族群在生活型態構面有顯著差異。
二、 不同人格特質的年輕族群對汽車之態度部份呈現顯著差異。
三、 不同人格特質的年輕族群對風格偏好有顯著差異。
四、 不同生活型態特性的族群對汽車之態度部份呈現顯著差異。
五、 不同生活型態特性的族群對風格偏好無顯著差異。

關鍵字

年輕族群 ； 生活型態 ； 人格特質 ； 風格

並列摘要

Recently the young generation gained more domain power on their revenue and the capability of consumption accompanying with the increase of GDP and the improvement of the citizen’s living standard, the blooming usage of credit card, loosing policy on financial related regulations, and downsizing of car loan. Some of them even skipped the step of possessing 2 wheel bikes and jumped into the step of possessing automobiles. A whole new aspect of value and attitude toward consumption pervaded among the young generation, and triggered the changes of their taste toward the design of automobiles. Not only the function and artistic design of cars matters to young generation, but also the taste and style presented by which means a lot to them. Meanwhile, they expect the automobiles could presents harmonious balance with daily life and the beauty of living space which symbolizes their life style.

The research probed into the design concept of automobiles based on the aspect of the young generation. The questionnaire was focused on young generation between 18 to 27 years old, and 610 effective questionnaires reclaimed for SPSS analysis. The research divided the young generation into 5 different personalities as Rational/Staunch type, Passive/Dependent type, Meek/Medical type, Introvert/Apathetic type and Extrovert /Active type based on Group Analysis. Meanwhile, the research dividend young generation into 3 types such as Family-oriented/Pragmatic, Relish/Apolaustic, and People who go with the stream. The result of research analyzed and evaluated the preferences of young generation, and abstracted the common characteristics among it. Moreover, it concludes 5 groups of people based on the characteristic of their personality, ways of communication and the direction to which concept of automobile bourgeons. Eventually it verified conclusion as follows:

1. Different personality shows obvious diversity in life style.
2. Different personality shows obvious diversity in their attitude toward automobiles.
3. Different personality shows obvious diversity in their preferences in styles.
4. Different life style shows obvious diversity in their attitude toward automobiles.
5. Different life style shows no obvious diversity to preferences of styles.

並列關鍵字

Young Generation ； Life Style ； Personality Traits ； Styles

參考文獻

王琮惠(2004)。居家空間室內設計意象之研究。私立中原大學室內設計學系碩士學位論文

李堉梅(2002)。消費者購買財經雜誌決策因素之研究。南華大學出版研究所碩士論文。

游萬來與林俊明（1997）。產品風格的量化描述研究-以轎車型態為例。設計學報，2(2)，89-106。

張文智與蔡仁祥(2001）。產品系列化設計之研究。設計學報，6(1)，55-65。

蔡宜珍(2006)。以人為本的汽車設計與生活型態之關聯性。國立台北科技大學創新設計研究所碩士論文。