應用感性工學和眼動儀與迴歸分析預測顧客喜好-以某早午餐店餐點為例

Applying Kansei Engineering, Eye Tracker and Regression Analysis to Forecasting Customer’s Prefer

周幸澤(Hsing-Tse Chou)

指導教授 ： 呂志維

中原大學/電機資訊學院/工業與系統工程研究所/碩士(2021年)

https://doi.org/10.6840/cycu202100306

摘要

本研究將選定早午餐類別進行探討何種感性指標能預測顧客的喜好，而選定早午餐的樣式分別為法式吐司、班尼迪克蛋、美式早餐拼盤、可頌套餐以及
前述四種的擺盤變化，研究目的為:尋找喜好程度的顯著因素是否會因為觀看眼動儀和做問卷的順序而被影響；找出能被多數人選擇的感性指標； 篩選出的感性因素是否能預測顧客的喜好程度；喜好排序與眼動儀觀測結果之關聯性。

並使用眼動獲得客觀數據測量和填寫視覺感性工學問卷，藉由實驗結果進行分析和比較其差異。本研究視覺感性問卷篩選後的因素來預測顧客喜好程度，並且為後人研究提供擺盤方式、眼動儀或感性工學等資料參考。

結果顯示使用逐步迴歸方法找出顯著因素(P-value<0.05)分別為美味的、有質感的、有價值的(每一道售價均低於新台幣200元)、天然的、壅擠的(食物在盤內的空間)、重口味的，前面敘述的顯著因素皆反映在問卷排序最喜歡的早午餐Ｇ(可頌拼盤)上面，其呈現方式為美式擺盤。眼動儀結果發現熱點圖的凝視程度與喜好排序呈正相關，因此傳統的感性工程方法和使用眼動儀所得結果有高度的一致性。

本研究仍在研究設計有更精進之處，如增加樣本數量，獲得更精確的統計數據，探討受試者是否會因為自身喜好的食物而影響到眼動儀結果，餐具擺放位置是否也會影響受試者感受之討論等。

關鍵字

擺盤 ； 早午餐 ； 感性工學 ； 逐步迴歸 ； 眼動儀

並列摘要

This study will select the brunch category to explore which perceptual indicators can predict customer preferences, and the selected brunch styles are French toast, egg benedict, American breakfast platter, croissant set and The purpose of the research for the aforementioned four kinds of plate changes is to find whether the significant factors of preference will be affected by the order of watching the eye tracker and doing the questionnaire; to find out the perceptual indicators that can be selected by most people; Whether it can predict the degree of customer preference; the relevance of preference ranking and eye tracker observation results. And use eye movements to obtain objective data measurements and fill in visual perceptual engineering questionnaires and analyze and compare the differences based on experimental results. In this study, the factors selected by the visual perception questionnaire are used to predict the degree of customer preference and provide reference for future generations to study the way of panning, eye tracking or perceptual engineering.
The results show that the stepwise regression method is used to find the significant factors (P-value<0.05), which are delicious, textured, valuable (each price is less than NT$200), natural, and crowded (Food in the plate space), heavy taste, the notable factors described above are all reflected in the questionnaire sorted favorite brunch G (croissant platter), which is presented in American style. The results of the eye tracker found that the gaze degree of the heat map was positively correlated with the preference ranking. Therefore, the traditional perceptual engineering method and the results obtained by using the eye tracker are highly consistent.
This research still needs to improve the design of experiment, such as increasing the number of samples, obtaining more accurate statistical data, and exploring whether the subjects will affect the results of the eye tracker due to their own food preferences, and whether the placement of the tableware will also be Discussions that affect the subject’s feelings, etc.

並列關鍵字

Food Presentation ； Brunch ； Kansei Engineering ； Stepwise Regression ； Eye Tracker

參考文獻

1. Robert Palmatier (2000) Food: A Dictionary of Literal and Nonliteral Terms

2. Farha Bano Ternikar(2014) Brunch: A History (The Meals Series)

3. Hayashi C.(1976) Method of Quantification. Toyokeizai, Tokyo.

4. Osgood,C.E., Suci, G.. J., Tanenbaum,P.H.. (1957). The MeasuremeMeaning. Urbana, OL: University if Ilinois Press.Merriam Webster Collegiate Dictionary

5. Markus Köhler, Björn Falk, Robert Schmitt (2014) Applying Eye-Tracking in Kansei Engineering Methodology for Design Evaluations in Product Development