年輕消費者對MP3隨身聽造形要素於價值感認知差異之研究

A Study on Young Consumers’ Perceived Value Difference of MP3 Walkman Form Factors

楊祖賜(Ju-Tsz Yang)

指導教授 ： 羅致遠

大同大學/設計學院/工業設計學系所/碩士(2006年)

摘要

由於數位資訊產品的技術提昇而使得其體積大幅縮小，不再是過去只侷限在定點使用的限制，已然可以讓使用者隨身攜帶及操作使用，故此， Baxter（1995）認為對消費者購買因素而言，若已經有一個確定範圍的產品，亦即品牌、功能、價格均已不是考慮的重點時，若只針對產品的整體外觀來考慮是否購買與否，產品整體外觀的價值感將是一個重要的關鍵決策因素。

本研究為探討年輕族群消費者對MP3隨身聽造形要素（造形及色彩）於價值感的認知差異，進而提出能提昇MP3隨身聽價值感、喜好度及露出使用的造形要素之設計方向。研究實驗為選出3種基本造形—正方形、長方形及圓形，並於目前市面上銷售的MP3快取記憶體式隨身聽作為調查受測樣本，色彩方面以相關文獻嗜好度之研究，則採用日本色研（P.C.C.S.）129B色票之鮮色調（vivid）色彩，而從中選擇色相偶數編號為V2、V3至V24等12個常見色彩，加上無彩色白色（w）、黑色（bk）色相之色票，共計14個色票作為調查之色刺激。將3種造形及14種色彩做交叉組合配置，總計為42種組合，以此進行6項價值感評價尺度、喜好度及露出使用認知差異等8項問題並以問卷方式作調查。

研究結果顯示，年輕族群消費者對產品外觀「造形」認知是長方形最佳、圓形次之。「色彩」則是以藍紫為佳（20V），紅色（2R）次之。而「造形及色彩」是長方形與紫色（V22）及長方形與藍紫色（20V）為佳。由實驗結果可以得知年輕消費族群對造形上要有容易親近、簡潔、柔和、個性化的感覺；而色彩上就要有高度的注目性，能夠讓使用者有與眾不同及有個人特質的感覺。

關鍵詞：價值感、造形、色彩、意象、MP3隨身聽

關鍵字

價值感、造形、色彩、意象、MP3 隨身聽

並列摘要

The progress of technology enables digital information products to reduce their volume substantially, and no longer limit to use in certain place as in the past, instead, they become portable for users to operate in any place; thus, Baxter (1995) considered that in terms of the purchasing factor of consumer, if there is a pre-defined product range, i.e., brand, function and price are not factors for consideration but only decide according to the overall appearance of the product, the value of the overall appearance of the product will be an important key factor for decision-making.

This research is to discuss the perception difference on the value of the form factor of MP3 walkman (modeling and color) in young consumer group, and further address the designing course of form factor that could improve the value, preference and show in use. The research experiment is to select three basic modeling – square, rectangle and circle, and use the MP3 walkman with flash memory from market as sample for test. As for color, according to relevant literature, color preference studies the vivid color from the P.C.C.C. 129B color chart is applied, in which the twelve frequent seen colors of even numbers from hue V2 and V4 to V24 are selected, and the color chart of the hues of colorless white (w) and black (bk) are also selected, thus fourteen color charts are used as the color stimulus. Three kinds of modeling and fourteen colors are arranged in cross combination, so there are total forty two combinations, and undertakes questionnaire survey on the eight questions of six value evaluation scales plus perception difference on preference and show in use,.

The research shows that in terms of “form” of product appearance, young consumer group consider rectangle is the best and circle is the second. In terms of “hue”, blue purple is the best (20V) and red (2R) is the second. In terms of “form and color”, rectangle and purple (V22) and rectangle purple blue (20V) are the best. According to the experiment, young consumer group requires the feeling of intimacy, simple, soft and characteristic in form and high awareness in color, so that the user could be different from others and feel the personal characteristic.

Keywords: value, form, color, image, MP3 walkman

並列關鍵字

color ； form ； image ； MP3 walkman ； value

參考文獻

13. Robert J, Lavidge and Gary A, Steiver: A model for predictive measurements of advertising effectiveness, Journal Of Marketing, Vol.25 October, P.59-62, 1961

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