產品使用上的懷舊意象

The Nostalgic Image of Product Usage

周承蕊(Cheng-Jui Chou)

指導教授 ： 曹永慶

大同大學/設計學院/工業設計學系所/碩士(2008年)

摘要

本研究之目的在探討懷舊的產品操作意象及其在產品設計上應用之可行性。內容包含以下三部份：（1）透過文獻探討懷舊之意義，並由懷舊之具體事例調查，歸納出懷舊操作意象之概念結構。（2）針對各懷舊操作子概念，轉化出可能之設計手法並設計樣本，實施懷舊操作意象之測試。測試結果以主成分分析法探討懷舊操作意象結構，及各測試樣本群與懷舊操作意象間之對應關係。（3）以多元回歸分析方法探討產品操作之懷舊意象與「有趣」、「創意」、「喜歡使用」綜合評價之因果關係。主要結果歸納如下：

第一部分 : 懷舊動作意象之概念結構
懷舊動作意象的概念，可由「節奏性施力於人力機具」、「瞄準後彈射的童玩遊戲」、「瞬間擠壓產生笨拙的回饋」、「熟練手技維持穩定的轉動」、「費力轉磨機械式的器具」五項子概念組成。

第二部分 : 產品之使用與懷舊意象的對應關係
產品使用上的懷舊意象可由「清逸的-匆忙的」因素，「懷念的-現實的」因素，「童趣的-老成的」因素所構成。
整體而言，當產品使用步驟單一且操作輕鬆，則傾向於「清逸的」感覺；反之，若產品使用步驟多且困難，則傾向於「匆忙的」感覺。產品使用回饋越顯著，則越傾向於「懷念的」感覺；反之，回饋不顯著，則傾向於「現實的」感覺。
操作步驟單一且簡單，傾向於「童趣的」感覺；步驟越多且密集，傾向於「老成的」感覺。

第三部分 :產品使用之懷舊意象與綜合評價之因果關係及其比較
(1) 「反覆費力的操作」: 反覆費力的操作所產生的愜意感會讓人覺得有趣。單純愉悅的操作方式使產品具有創意性。操作上覺得有滿足、愜意、純樸的感覺，便讓人喜歡使用。
(2) 「重複的瞄準操作」: 重複瞄準的操作方式所產生的童趣感會讓人覺得有趣。童趣的操作方式使產品具有創意性。操作上覺得有期待、愜意的感覺，便讓人喜歡使用。
(3) 「輕鬆施力即會持續回饋」: 輕鬆施力即產生的持續回饋所產生愉悅感讓人覺得有趣。華麗、期待的感覺使產品具有創意性。操作上的期待感、親切感，便讓人喜歡使用。
(4) 「操作後就立即有回饋」: 操作後就立即有回饋，所產生愉悅感讓人覺得有趣。童趣、滿足的感覺使產品具有創意性。操作上讓人覺得有愉悅的感覺，便讓人喜歡使用。

「輕鬆施力即會持續回饋」群在「有趣」與「喜歡使用」的評價最高。其中影響「有趣」的意象為「愉悅的-悲傷的」，影響「喜歡使用」的意象為「期待的-隨意的」、「親切的-冷漠的」，亦即在產品設計上若以「輕鬆施力即會持續回饋」為操作的方式，並加入期待感與親切感便會使人覺得該產品有趣並喜歡使用。

「重複的瞄準操作」群在「創意」的評價上最高，影響「創意」的意象為「童趣的-老成的」，亦即在產品設計上若以「重複的瞄準操作」為操作的方式，並加入童趣感便會使人覺得該產品具有創意性。

關鍵字

產品使用 ； 懷舊意象

並列摘要

The goal of this study is to explore the nostalgic image of production operation and the feasibility of applying it in product design. The study consists of the three following sections: (1) Review the relevant literature to examine the meaning of nostalgia. Also conduct a survey on concrete examples of nostalgia to determine the conceptual structure of nostalgic operation image. (2) Convert the sub-concepts of nostalgic operation into potential design techniques. Design samples with these techniques and test the nostalgic operation image. Apply main element analysis to the test results to examine the structure of the nostalgic operation image as well as the correspondence between the test sample clusters and nostalgic operation image. (3) Use multiple regression analysis to examine the nostalgic image of product operation as well as the cause-and-effect relationship for general evaluations such as "interesting", "creative" and "favored". The main findings were as follow:

Part 1: Conceptual structure of nostalgic operation image
The concept of nostalgic operation image was composed of five sub-concepts: "rhythmic application of force to man-powered device", "children's game that involves aiming then shooting", "clumsy feedback generated by sudden squeezing action", "motion that requires manual skill to keep going stably" and "rotary mechanism that requires effort".

Part 2: Correspondence between product usage and nostalgic image
The nostalgic image in product usage is made up of the elements "nonchalant-hurried", "sentimental-reality" and "childish-mature".
Generally speaking, if a product was simple and easy to use, it tended towards a "nonchalant" feel. On the other hand, if a product's operation was complex and difficult, it tended towards a "hurried" feel. The more obvious a product's feedback during usage was, the more it tended towards a "reminiscent" feel. On the other hand, if the feedback was not obvious it tended towards "reality".
If the product was simple and easy to use, it tended to give a "childish" feeling; more complex and intensive steps tended towards a "mature" feeling.

Part 3: The cause-and-effect between the nostalgic image of product usage and general evaluation: A comparison
(1) "Repetitive and demanding operation": The nonchalant feel from repetitive and demanding operation made the product feel interesting. A simple and happy operation made the product feel creative. If the operation gave a satisfactory, cozy and plain feeling, subjects found it favorable.
(2) "Repetitive aiming": Repetitive aiming produced a feeling of childishness that subjects found interesting. A childish operation made the product feel creative. If the product's operation produced a feeling of anticipation and coziness, subjects found it favorable.
(3) "A small amount of effort resulted in continuous feedback": The continuous feedback produced by a small amount of effort produced a feeling of happiness that subjects found interesting. A feeling of anticipation and magnificence made the product feel creative. A sense of anticipation and friendliness in operation made it favorable to subjects.
(4) "Immediate feedback after operation": Immediate feedback after operation produced a feeling of happiness that subjects found interesting. A feeling of childishness and satisfaction made the product feel creative. When the operation produced a feeling of happiness, subjects found it favorable.

"A small amount of effort resulted in continuous feedback" achieved the best ratings in "interesting" and "favored". The image that influenced "interesting" was "happy-sad", the image that influenced "favored" was "anticipated-spontaneous" and "friendly-apathetic". In other words, if a feeling of anticipation and friendliness was incorporated into a product design that used a "small amount of effort resulted in continuous feedback" as its method of operation, users will find it interesting and favor its use.

The "repetitive aiming" cluster rated the highest in "creative", with "childish-mature" being the image that had the greatest influence. In other words, incorporating a feeling of childishness into a product design that used "repetitive aiming" as its method of operation makes the product feel creative

並列關鍵字

Product Usage ； Nostalgic Image

參考文獻

[1] 何明桂，2004，應用誇示手法展開設計構想之研究，大同大學工業設計研究所碩士論文。

[2] Davis, F.,（1979）, “Yearning for yesterday: Sociology of nostalgia” , New York: Free Press.

[4] Holbrook, Morris B. and Robert M. Schindler,（1994）, Age, Sex, and Attitude Toward the Past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products, Journal of Marketing Research, vol. 31, pp.412-422

[5] Holbrook Morris B. and Robert M. Schindler,（1996）, Market Segmentation Based on Age and Attitude Toward the Past : Concepts, Methods, and Finding Concerning Nostalgic Influences on Customer Tastes, Journal of Business Research, vol. 37, pp. 27-39

[7] Lamme, S. & Baars, J.（1993）,Including social factors in the analysis of reminiscence in elderly individuals” Intemational Jourma of Aging and Human Development, 37, pp.297-311