消費者之自我概念與產品外觀喜好關係之研究-以MP3隨身聽為例

Relations between Consumer’s Self-concept and Their Preferences on Product's Form - A Case Study of MP3 players

胡雅婷(Ya-Ting Hu)

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

本研究探討具不同理想自我概念類型之大學生對MP3隨身聽外觀之喜好及意象。首先以Malhotra的自我概念量表調查大學生之理想自我概念，並使用主成分分析、群集分析、Scheffe多重比較法以歸納出四種理想自我類型，接著進行MP3隨身聽之外觀意象測試，並以回歸分析法探討影響各理想自我概念族群喜好之意象，最後再使用林式數量化I類方法，分析各理想自我概念族群所喜好MP3隨身聽之外觀特徵。
各理想自我概念族群所喜好MP3隨身聽之造形意象及外觀特徵如下︰
1、優雅自在族：影響喜好之MP3隨身聽造形意象為「時尚的」、「時髦的」、「典雅的」，而喜好之外觀造形特徵為「表面無裝飾」、「薄形」、「小螢幕」、「長方形」、「表面積小」。
2、簡單低調族：影響喜好之MP3隨身聽造形意象為「時尚的」、「輕巧的」，而喜好之外觀造形特徵為「表面無裝飾」、「薄形」、「表面積小」、「正面按鍵」、「方形按鍵」。
3、品味純真族：影響喜好之MP3隨身聽造形意象為「時尚的」、「女性化的」，而喜好之外觀造形特徵為「表面無裝飾」、「表面積小」、「主按鍵小」、「圓形按鍵」、「壓按式按鍵」。
4、理智沉穩族：影響喜好之MP3隨身聽造形意象為「時尚的」、「前衛的」、「簡單的」，而喜好之外觀造形特徵為「表面無裝飾」、「表面積大」、「無螢幕」、「方形按鍵」、「壓按式按鍵」。

關鍵字

MP3隨身聽 ； 自我概念 ； 造形意象

並列摘要

This study investigated university students with different ideal self-concept types and their preferences and image on appearance of MP3 player. First, we used Malhotra’s self-concept scale to survey university students’ ideal self-concept and use main principal component analysis, cluster analysis, and Scheffe multiple comparison to sum up four ideal self types, followed with appearance image testing of MP3 players, and used regression analysis to explore the image that affects preferences of every ideal self-concept groups. Finally, we used Class I of Lin’s volume to analyze the preferences of every ideal self-concept group on the appearance features of MP3 players.
The preferences of every ideal self-concept group on the appearance features and form images of MP3 players are as follows:
1 Elegant comfortable group: the form images of MP3 players impacted by their preferences are "vogue", "fashionable", "elegant", and the form features of the appearance are "no surface decoration," "thin-shaped", "small screen", "rectangle" "small surface area."
2. Simple and low-key group: the form images of MP3 players impacted by their preferences are "vogue", "light" and the form features of the appearance are "no surface decoration," "thin-shaped", "small surface area", "positive button", "square button."
3. Pure taste group: the form images of MP3 players impacted by their preferences are "vogue", "feminine" and the form features of the appearance are "no surface decoration," "small surface area", "small master keys," "Circular keys", "pressure-type button."
4. Sensible and steady group: the form images of MP3 players impacted by their preferences are "vogue", "avant-garde", "simple", and the form features of the appearance are "no surface decoration", "large surface area", "no screen", "square button", "pressure-type button."

並列關鍵字

MP3 players ； self-concept ； form image

參考文獻

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