美感生活型態對情緒屬性圖像偏好之影響－以特定情境為干擾變項

The Effect of Aesthetics Lifestyle on The Preference of Emotional Attributes Images - Using Particular Situation as Moderator Variable

林煜翔(Yu-Hsiang Lin)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2013年)

https://doi.org/10.6840/cycu201300548

摘要

近年來，以圖像為主要介面呈現方式的社群網站迅速崛起，顛覆了過去以文字為主之介面呈現方式，反以圖像為主要的資訊傳遞要角。然而，即使以圖像為主要資訊傳遞方式的社群網站成長快速，卻並未找到良好的獲利模式；對於廣告商而言，亦未探索出有效的廣告策略。如何在圖像瀑布之中得以令使用者專注於某單一圖像，進而產生偏好並將之散播，便是新型態社群網站崛起的當下，所有廣告商所期望達成的目的。
有鑑於此，本論文以情緒屬性變數為主軸，佐以美感生活型態變數、情境變數以及人口統計變數加以探討不同美感族群其對於隱含何種情緒屬性之圖像會產生偏好，而情境的不同又是否會使得美感族群對於圖像之偏好產生差異。首先，將受測者以其美感生活型態之特徵差異分為四群，分別為：「潮流先驅者」、「藝術實踐家」、「動漫御宅族」以及「極簡主義者」，並探討此四類美感族群對於何種情緒屬性圖像具偏好，最後透過情境實驗以檢視情境的不同是否會造成單一美感族群對於圖像之偏好產生差異。
經過研究結果之整理歸納後，得到以下結論：首先，潮流先驅者對「得意洋洋」屬性圖像有較高偏好，藝術實踐家對「平靜沉著」屬性圖像有較高偏好，動漫御宅族對「得意洋洋」屬性圖像有較高偏好，而極簡主義者對「平靜沉著」屬性圖像有較高偏好。再者，所有美感集群一律對「平靜沉著」屬性圖像具高偏好；對「興高采烈」與「緊張不安」屬性圖像具低偏好。極簡主義者相較於其他美感族群而言，對於「得意洋洋」屬性圖像較無偏好；而藝術實踐家相較於其他三族群而言，對於「哀傷陰鬱」屬性圖像較能產生共鳴。最後，透過情境的影響下，各美感族群對於情緒屬性圖像之偏好並未產生顯著改變，然而，相較於無特定情境而言，所有受測者在緊繃的情境狀態下，會提高其對「平靜沉著」屬性圖像的偏好；而在和緩的情境狀態下，會提高其對「心煩憂傷」屬性圖像的偏好。

關鍵字

情境變數 ； 情緒屬性圖像 ； 美感生活型態

並列摘要

In recently years, using images as the main interface of the social networking sites rising rapidly. Subverting the formerly text-based interface, image becomes the main transmission way of information. However, even the social networking sites of image-based interface are extending rapidly, there are still not a well-operated profit model for the executives nor an effective advertising strategy for advertisers. Therefore, how to let one particular image out of the image flow as well as inducing user’s preference is one of the purposes of all.
According to the above-mentioned, this study takes the emotional attributes as the main variables, combing with aesthetics lifestyle variables, situational variables, and demographic variables hoping to explore the different preference of emotional attributes images toward different aesthetic clusters. This study also observed the effect on subject’s preference toward the images when different situations are given. First of all, dividing all the subjects into 4 aesthetics clusters, which are “Fashion Precursors”, “Arts Practitioners”, “Anime Otaku” and “The Minimalists”, then analyze the preference of each cluster.
After summarizing the results of the study, three conclusions can be obtained. First, the Fashion Precursors have the higher preference toward the images of “elated happy” attributes. The Arts Practitioners have the higher preference toward the images of “placid calm” attributes. The Anime Otaku have the higher preference toward the images of “elated happy” attributes and the Minimalists have the higher preference toward the images of “placid calm” attributes. Second, all the clusters of aesthetics have the uniformly high-preference toward the images of “placid calm” attributes and have the uniformly low-preference on the “excited ebullient” as well as “tense jittery” attributes. Compared to the other three clusters, the Arts Practitioners have better resonance toward the images of “sad gloomy” attributes. Third, observing the influence of two particular situations, not a single cluster’s preference of images had significant changes. Nevertheless, compared to non-specific situations, the subjects under the situation of tenseness had increased the level of preference of the images that implied “placid calm” attributes. On the other hand, the subjects under the situation of relaxation had increased the level of preference of the images that implied “upset distressed” attributes.

並列關鍵字

Situation Variables ； Aesthetics Lifestyle ； Emotional Attributes Images

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