以造形特徵辨識檢測行動電話之產品識別設計

本研究以Sony Ericsson為例，探討消費者所注意之行動電話造形特徵與公司建立之產品識別部位是否一致。首先搜集Sony Ericsson相關文獻資料建立「Sony Ericsson系列行動電話發展年代圖表」，以分析Sony Ericsson系列行動電話的外觀造形發展，整理出代表性行動電話。再經由Sony Ericsson旗艦店與通訊行業者訪談，篩選出實驗所需之四支行動電話樣本。針對50位一般消費者，進行四支樣本行動電話造形特徵辨識實驗，以了解消費者的視覺焦點落那些造形元素部位。另一方面，以相同樣本進行行動電話設計專家訪談，探討行動電話造形元素之產品識別強弱排序。最後，分析比較消費者與設計師之間對四支樣本行動電話造形元素的辨識差異，以檢測Sony Ericsson之產品識別造形特徵。本研究結論如下：（1）消費者所注視的部位與設計師指出行動電話產品識別的部位是一致的，都落在主要功能鍵群上，其次為耳機與數字鍵群。因此主要功能鍵群為Sony Ericsson行動電話之主要產品識別部位。（2）職業、設計教育背景與擁有行動電話品牌經驗在行動電話造形特徵辨識上有顯著差異，其中職業影響耳機造形的辨識；設計背景影響數字鍵群造形的辨識；品牌經驗影響主要功能鍵群造形的辨識。

關鍵字

產品識別；造形特徵；形態辨識

並列摘要

This research, taking Sony Ericsson mobile phones as examples, aims at examining if the product identification developed by the maker is consistent with consumers’ perception of the product styles and form features. The research begins with the collection and review of related documents to build an “evolution timeline” of the Sony Ericsson mobile phones for tracing the development of SE mobile phones in terms of features. Several SE mobile phones are then selected as representative models, and interviews with local sellers of Sony Ericsson flagship store and communication products are conducted to narrow the representative models down to four mobile phones for use as survey samples. The survey shows the samples to 50 general consumers, testing their perceptions of the four SE phones in order to identify the features or design elements that have successfully grasped the viewers’ attention. On the other hand, the four SE samples are also used in interviews with mobile phone designers so as to rank the design elements or features by their contribution to product identification. The differences between the results of the survey on general consumers and those of the survey on mobile phone designers are them compared and analyzed to test the consistency between Sony Ericsson production identification and Sony Ericsson product features. Results of the study suggest: （1） Both the consumer’s and the designers’ attentions focus on the most significant feature is “function keypad” and follows by “earphone” and “number keys.” Hence “function keypad” is accordingly identified as the main identification element of Sony Ericsson mobile phone.（2） Three factors that significantly influence consumers’ perception of product features are Profession, educational background in design, and experience of owning Sony Ericsson mobile phones. Profession appears to produce significant influences on perception of earphone, educational background in design on number keys, and experience of owning Sony Ericsson mobile phones on function keypad.

並列關鍵字

Product Identity ； Form Feature ； Pattern Recognition

參考文獻

Biederman, I., 1987, Recognition by Components: A Theory of Human Image Understanding, Psychological Review, 94, pp. 115~147.

Creusen, Maria E. H., 1998, Product Appearance and Consumer Choice, The Netherlands：PhD. Dissertation, Technische Universieit Delft.

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Selfridge, O. G. and Neisser, U., 1960, Pattern Recognition by Machine, Scientific American, 203, pp. 60~68.

國際替代計量

以造形特徵辨識檢測行動電話之產品識別設計

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