不同階段的產品使用過程之期待意象

The Expected Image in Different Stages for Using Products

楊彥邦(Yen-Pang Yang)

指導教授 ： 曹永慶

大同大學/設計學院/工業設計學系所/碩士(2007年)

摘要

本研究目的為探討期待意象在不同時間階段下的意象結構，以及應用到產品使用過程的設計手法。內容可分成四大部分：(1) 首先利用「行為單元化」的方式收集期待事例，調查期待感是「如何開始、如何發展、如何結束」，接著將調查所得之期待事例，以群集分析歸納整理出期待意象各時間階段之概念結構。(2) 將每個期待意象子概念，分別進行產品事例調查，由調查所得之符合各階段期待子概念之產品事例，整理出對應子概念之設計手法，與數種組合方式。(3) 依據設計手法設計之樣本實施意象測試，分析產品使用過程之期待意象結構與時間變化，以及各樣本群與期待意象、綜合評價之因果關係 (4) 分析各階段設計手法與期待意象間之比較，以及對整個過程之影響。

第一部份：期待意象各階段之概念結構
期待意象的開始階段是由「具吸引力的誘因」、「對結果的憧憬」等子概念所構成。期待意象的發展階段則是由「戰戰兢兢的」、「迫不及待的」、「興奮的」等子概念所構成。期待意象的結尾階段則是由「與預期有所差異」、「即將揭曉的」、「符合預期的」等子概念所構成。

第二部份：產品使用過程各階段之期待意象設計手法
產品使用過程開始階段，較著重於外觀形態與材質表現，可對應之設計手法為「外觀有別於以往的特徵」、「外觀預先暗示著目的」。在產品使用過程發展階段，較著重於機能回饋與操作方式，可對應之設計手法為「仔細小心地操作過程」、「暗示著結果必須要等待的」、「一來一往的操作方式」。在產品使用過程結尾階段，較著重於機能回饋與外觀形態，可對應之設計手法為「呈現意想不到事物」、「曖昧的結果呈現方式」、「強化結果呈現的方式」等。將各階段設計手法依時間順序組合還原成一個完整的過程後，建構出18種具期待意象之產品使用過程。

第三部份：產品使用過程與期待意象之對應關係
產品使用過程之期待意象可由表現情緒變化程度的「激動的--冷靜的」因素、傳達給使用者的訊息明確程度的「曖昧不明-- 一目了然」因素，以及過程中對下一步的預測之「循序的--突發的」因素所構成。
期待意象中「激動的」的情緒在一開始較不明顯，到發展階段時會稍微上升，結尾階段會再稍微下降，但若結尾階段為呈現婉轉或突發的結果，激動的情緒仍會持續上升。另外，使用過程中隨著對產品的了解，會逐漸往「一目了然」的感覺發展，若是在明確的外觀、熟悉的操作下，卻呈現突發的結果，則會讓人有「曖昧不清」的感覺。至於「循序的」感覺在開始階段也不明顯，到發展階段開始使用產品時便明顯上升，到了結尾階段會再下降，若是呈現意外、婉轉、或突發的結果，則會大幅朝向「突發的」感覺發展。
綜合評價中「期待的」感覺通常會在發展階段時稍微上升，到了結尾階段答案揭曉後再下降，若是突發的結果，到結尾階段反而會上升。「有趣的」感覺在發展階段會稍微上升，且到了結尾階段仍然保持差不多的水平，但若在結尾階段呈現曖昧的結果則會導致有趣的感覺下降，而呈現突發的結果則會大幅提升有趣的感覺。「喜歡使用」的感覺在開始階段尚未使用時較不明顯，到了發展階段才稍微上升，結尾階段再下降，除非是突發的結果，在結尾階段才會持續上升。整個過程的評價而言，「聯想的外觀、簡單的操作、清楚的結果」在各綜合評價均為最高，較容易讓人感到「期待的」、「有趣的」、「喜歡使用」。

第四部份：各階段設計手法之特性與期待意象間之對應關係
在產品使用過程開始階段的設計手法中，「外觀有別於以往的特徵」，較容易讓人有「希望的、驚喜的、渴望的、未知的、模糊的、期待的、有趣的」等感覺，大多數詞對的評價在開始與發展階段偏高，結尾階段偏低。「外觀預先暗示著目的」，較容易讓人有「平凡的、古板的、已知的、平淡的、固定的、清晰的」等感覺，大多數詞對的評價在開始與發展階段偏低，結尾階段偏高。
在產品使用過程發展階段的設計手法中，「暗示著結果必須要等待的」，較容易讓人有「希望的、驚喜的、渴望的、循序的、清晰的、固定的、期待的、有趣的、喜歡使用」等感覺。「一來一往的操作方式」，較容易讓人有「創新的、未知的、多變的、熱情的」等感覺。「仔細小心地操作過程」其評價在發展階段無明顯感覺，到結尾階段才會竄升為較高。
在產品使用過程結尾階段的設計手法中，「呈現意想不到的事物」，在結尾階段較容易讓人有「驚喜的、創新的、未知的、刺激的、多變的、突發的、熱情的、有趣的、喜歡使用」的感覺，此外，在開始與發展階段評價多半偏低，到結尾階段便竄升為最高。「曖昧的結果呈現方式」在結尾階段較容易讓人有「未知的、平淡的、期待的」等感覺。「強化結果呈現的方式」在結尾階段較容易讓人有「希望的、已知的、固定的、清晰的」等感覺。

關鍵字

產品使用過程 ； 行為單元化 ； 期待意象

並列摘要

This research aims to explore the image structure of the expected image in different stages and the design techniques applied for using products. The content can be divided into four sections: (1) investigating the expected cases and generalizing the conceptual structures of the expected image in different stages. (2) reorganizing the design techniques of the corresponding sub-concepts from the product cases meeting the expectation sub-cnocepts in different stages and constructing the design method suitable for the whole use process to make the samples. (3) Having image test on the design samples, analyzing expected image structures for using products and the corresponding relations among the sample groups, expected image and comprehensive evaluation(4) analyzing the comparison between design techniques in different stages and the expected image and the influence on the whole process.

6-1 Conclusions
Part 1: Conceptual structure of the expected image in different stages
The expected image in starting stage consists of sub-concepts of “attractive incentives” and “expectation on the results”. The expected image in development stage consists of sub-concepts such as “cautious”, “impatient” and “exciting”. The expected image in ending stage consists of sub-concepts such as “different from the expected”, “going to be revealed” and “meeting the expectation”.

Part 2: Design techniques of expected image in different stages for using products
Corresponding design techniques in the starting stage for using products can be “appearance different from the past characteristics” and “appearance implies the purposes”. Corresponding design techniques in development stage are “careful operational process”, “implying the suspended result” and “back-and-forth operational method”. Corresponding design techniques in ending stage are “presenting the things without image”, “ambiguous result presentation” and “strengthening result presentation”. After recovering design techniques in different stages according to time sequence into a complete process, there are 18 kinds of expected image for using products.

Part 3: Corresponding relation between product use process and the expected image
The expected image for using products consists of “agitated --calm” showing emotional change levels, “ambiguous -- transparent” of the levels delivering the users definite messages and “sequential --accidental” predicting the next step.
In expected image, “agitated” feeling is insignificant at the beginning and it slightly rises in development stage and slightly declines in ending stage. However, when indirect or accidental results show in ending stage, agitated feeling will still continue rising. In addition, with the gradual understanding toward the products, “transparent” feeling will rise. However, accidental result in clear appearance and familiar operation will make people feel “ambiguous”. “Sequential” feeling is insignificant in starting stage and it significantly increases in development stage when people start using the products. It will decline in ending stage. When accidental, indirect or accidental result appears, “accidental” feeling will considerably rise.
“Expecting” feeling usually slightly rises in development stage and declines in ending stage after the answers reveal. If it is accidental result, it will rise in ending stage. “Interesting” feeling slightly rises in development stage and remains the same in ending stage. However, ambiguous result in ending stage will reduce interesting feeling; accidental result will considerably increase interesting feeling. “Favorable” feeling is insignificant in starting stage without using the product, it slightly rises in development stage and declines in ending stage. Accidental result will make it to continue rising in ending stage. In terms of the evaluation of the whole process, “associated appearance, simple operation and clear result” show the highest comprehensive evaluation in different aspects and people tend to have “expecting”, “interesting” and “favorable” feelings.

Part 4: Corresponding relation between the characteristics of design techniques in different stages and the expected image
With regard to the comparisons among design techniques in different stages and the influence on the whole process, in the design techniques in starting stage, “appearance different from the past characteristics” tends to make people to have “expecting, surprising, eager, unknown, ambiguous, expecting and interesting” feelings. Most of the evaluations tend to be high in starting and development stages and low in ending stage. “Appearance implies purposes” tends to make people to have “ordinary, old-fashioned, known, dull, fixed and clear” feelings. The evaluations tend to be low in starting and development stages and high in ending stage.
In design techniques in development stage, “implying the suspended result” tends to make people to have “expecting, surprising, eager, sequential, clear, fixed, expecting, interesting and favorable” feelings. “Back-and-forth operational method” makes people to have “creative, unknown, changeable and passionate” feelings. The evaluation nof “careful operational process” is insignicant in development stage and rises in ending stage.
In design techniques in ending stage, “presenting the things without images” tends to make people to have “surprising, creative, unknown, exciting, changeable, accidental, passionate, interesting and favorable” feelings. In addition, the evaluations in starting and development stages tend to be low and they become high in ending stage. “Ambiguous result presentation” tends to make people to have “unknown, dull and expecting” feelings. “Strengthening result presentation” tends to make people to have “expecting, known, fixed and clear” feelings in ending stage.

並列關鍵字

Product use process ； Behavior unitization ； Expected image

參考文獻

[1] 陳思因，2006，產品使用過程之期待意象，大同大學工業設計研究所碩士論文。

[2] 邱鈴芝，2006，產品機能之期待意象，大同大學工業設計研究所碩士論文。

[6] Nelson Zagalo & Anthony Barker & Vasco Branco ﹐2004 ﹐Story Reaction Structures to Emotion Detection ﹐International Multimedia Conference 2004 ﹐P33- 38.

[7] Andrew L. Geers & G. Daniel Lassiter ﹐1999 ﹐Affective Expectations and Information Gain: Evidence for Assimilation and Contrast Effects in Affective Experience ﹐Journal of Experimental Social Psychology 35 ﹐394–413

[8] Plutchik, R. ﹐1980 ﹐A general psychoevolutionary theory of emotion ﹐ P.3-33