以聯合分析法發展消費者偏好的數位相機造形

Form Development of Digital Camera Using Conjoint Analysis on Consumers Preference

周育瑩(Yu-Ying Chou)

指導教授 ： 王鴻祥

國立臺北科技大學/設計學院/創新設計研究所/碩士(2009年)

摘要

數位相機是當今數位時代最具代表性的多媒體資訊產品之一。隨著數位技術的成熟，消費者購買數位相機時的非價格因素當中，最在乎的往往是外觀，而非功能。因此，掌握消費者對數位相機造形的偏好屬性便成為工業設計師是否能開發出具市場競爭力產品的重要關鍵。聯合分析法在行銷領域是一種常見的消費者產品偏好研究方法，卻鲜少應用於工業設計實務。本研究以聯合分析法探討消費者選購數位相機時的造形偏好，包括將偏好因素轉換為設計條件以求得各個屬性水準之偏好程度、屬性權重，以及成份效用值，並建立消費者偏好評價模式。結果發現：1、受測者對數位相機造形屬性的偏好程度順序為：主體比例＞外觀顏色＞表面處理＞鏡頭型式＞主體型態＞按鍵類型＞主體導角＞材質類型。2、受測者最偏好的數位相機產品造形設計組合為：主體型態為「平面」型態、主體導角為「圓角」型態、外觀顏色為「淺色系」型態、材質類型為「塑膠」型態、表面處理為「光滑」型態、主體比例為「橫長方」型態、鏡頭型式為「伸縮式」型態、按鍵類型為「觸控式」型態。本研究示範了如何在新產品開發實務的條件限制下，應用聯合分析法預測消費者偏好的產品屬性組合的具體作法；這對於工業設計專業提升其研發能量當有所啟示。

關鍵字

聯合分析法 ； 消費者偏好 ； 數位相機 ； 產品造形 ； 因素分析

並列摘要

Digital camera is one of the most significant multimedia products in the digital era. With the well development of digital technology, the critical non-price factor that digital camera consumers concern is subject to form rather than function. Therefore, how to understand the consumers’ preference patterns becomes a tough challenge for industrial designers to develop digital cameras with market competition advantage. Conjoint analysis has been successfully applied to consumers’ preferences in the field of marketing, while few applications can be found in industrial design practice. This thesis introduces the application of conjoint analysis to the consumers’ form-factor preferences on digital cameras to establish an optimal model. Findings include: (1) the primary factors of appearance preferences in priority order are main-body proportion, color, and surface finish, (2) the optimal configuration preference is the combination of main body with flat type, round chamfer, and light color. As demonstrated in this study, the application of conjoint analysis to forecasting consumers’ preferences on product attributes in the practical context of new product development should have implications to industrial design practitioners.

並列關鍵字

conjoint analysis ； consumers preference ； digital camera ； product forms ； factor analysis

參考文獻

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