- 學位論文
情感三層次對消費者偏好之影響─以餐椅為例
The Effect of 3-Levels of Affectiveness on the Preference of Consumers─A Case Study of Chairs
摘要
隨者社會水準的提升，消費者越來越注重產品的愉悅性及吸引力，產品外觀設計成為最重要的情感及個性之表達途徑，產品由外觀提供訊息給消費者，而消費者亦能由產品外觀判定其價值。因此為因應市場需求必先了解消費者偏好，Norman認為產品具情感三層次：本能層次為外觀的設計，行為層次為使用產品之樂趣及效用，反思層次則為使用者自我形象及產品含意。本研究旨在探討不同年齡及性別的消費群對餐椅外觀之偏好差異，及消費者對餐椅偏好與三層次是否有關連。蒐集篩選餐椅圖片及意象語彙，並由專家將意象語彙分類為三層次，以20張餐椅圖之意象評量問卷施予三個年齡層消費者，分別為青少年、青中年及中高年。意象評量問卷以ANOVA及t檢定分析年齡及性別是否對偏好具顯著差異。年齡分析結果顯示20張餐椅圖中有17張具顯著性，青少年及中高年間之差異尤其明顯，青少年較偏好具「簡潔」意象的餐椅，不喜歡具「懷舊」意象者，而中高年受測者正好相反。性別分析結果顯示20張餐椅圖中有9個具顯著性，男生較女生偏好「曲線、特別、創新」意象，女生較男生偏好「舒適、柔軟」意象。以受測者對圖片喜好度分析意象三層次，青少年及青中年受測者偏好之餐椅多為意象分類為本能層次者，而中高年偏好之餐椅則為反思層次居多。
並列摘要
Along with the growing-up high quality society, pleasurable and attractive becoming more and more important characteristics when people choosing goods, in other words, the external design of products turn into the important way to express and identify people’s emotion and personality, and the consumers can also judge the value of products by their externals. For this reason, enable to adapting the consumer market, knowing the the preference of consumers is the primary thing to do. Norman considered that products has three levels of design: visceral level for external design, behavioral level for having pleasure and usability by using products, reflective level for the self-image by users and the significance from products. The study aim to find out the different preference with chairs’ looks judged by different age and gender’s consumers how to connect with three levels of design theory. Selecting pictures of chairs and semantic images, dividing the images into three levels by experts, and picking up twenty images of chairs’ pictures to make a questionnaire and test with three-level ages’ subjects who are young, middle age and elderly. The image questionnaires analyze by ANOVA and t test to realize whether ages and gender can make different preference or not. The analysis of ages shows that there are 17 chairs were significant among 20 chairs, especially in young and elderly groups, the young group prefer the chairs with “neat” image, dislike the “nostalgia” one, and the event shows quite the contrary on elderly subjects. The analysis of gender reveals that 9 chairs were significant among 20 chairs, male prefer “curvy, particular and innovative”, and female are more fond of “cozy and tender” than male subjects. According to subjects’ preference to analyze the three levels of image, subjects of young and middle age are mostly prefer the chairs of visceral level, while the elderly are mostly prefer the chairs of reflective level.