公路自行車車架裝之意象評價

現今的社會，產品功能已經發揮到淋漓盡致，產品的發展已經從功能導向演變到色彩造形導向；因此，色彩、塗裝對於消費者購買選擇的影響越來越大。隨著自行車的風潮，投入自行車休閒活動的人口逐年增加。自行車的等級也越趨專業。因此，若能瞭解不同性別及不同年齡層對於自行車塗裝的喜好差異，就能依照各屬性的消費者設計出受歡迎的自行車塗裝，以增加消費者的購買慾望。本研究成果歸納如下： 1.經由「男、女性公路自行車車架塗裝」所蒐集到的形容詞，進行語彙分類，並歸納分類為四大類：（1）與風格相關的形容詞；（2）與色彩相關的形容詞；（3）與價值感相關的形容詞；（4）與情感相關的形容詞之形容詞。 2.分配在男性公路自行車車架塗裝的色調前三名有：亮色調、鮮色調、深色調，這三種色調可以營造出活力、爽朗、活潑、外向、高尚、穩重等感覺。而分配在女性公路自行車車架塗裝的色調前三名有：淺色調、柔色調、亮色調、強色調，這四種色調可以營造出輕盈、甜美、悠閒、清新、女性化等視覺感覺。 3.男、女性公路自行車車架塗裝的色調分布，皆為明度較高、彩度也較高的色調，可以營造出鮮明活潑的感覺。男性車架比女性車架多了深色調，此色調給人成熟、幹練、嚴謹、尊貴的感覺。而女性車架比男性車架多了粉色調，此色調給人粉嫩、可愛、甜美、雅麗的感覺。由此可得知，男、女性自行車架的色調表現有明顯的差異，不同色調可以顯現出屬於男、女性的意象風格。研究成果有助於自行車廠商瞭解使用者的評價因素，將設計師與使用者之間搭起一座溝通的橋樑，讓設計師瞭解使用者的喜好，就能設計出受歡迎的公路自行車車架。

關鍵字

性別差異；年齡層；自行車；意象評價

並列摘要

The society in present, product function already develop to arrive thoroughly, the development of product has already turned into a color shape to lead to from the function direction. Consequently,the color to purchase the influence of the choice to the consumer bigger and bigger . Along with popular of bicycle,the population that puts into the bicycle recreational activity year by year increases.The grade of bicycle also more tends the profession.Consequently, if can understand the favour difference that the different sex and age range draws to pack to the bicycle,can design the popular bicycle to draw to pack according to the different consumer,increase purchasing of consumer's desire. 1.There is highly different in the color image appraisal cognition in painting design of bicycle by the tests. 2.There is obvious difference in the color image appraisal perception in painting design of bicycle by the different tests. 3.The tone performance of male and female bicycle includes the obvious difference. Research helps to understand the user's bicycle frame manufacturer evaluation factors，Between designers and users will put up a bridge，Allows designers to understand the user's preferences，Design a popular road bike frame.