由生活形態的面向探討男性消費者對於領帶圖紋意象認知

Differences of Conition Between the Necktie Image Pattern Life Style Standpoint of Man Consumer

朱恆甫(Hung-Fu Chu)

指導教授 ： 黃鈴池

台南應用科技大學/設計學院/視覺傳達設計系碩士班/碩士(2014年)

https://doi.org/10.6821/TUT.2014.00032

摘要

本研究旨在透過隊領帶圖紋之探討，以了解消費者對領帶產品之意象及選 擇的偏好，亦即藉由生活型態理論，探討不同男性消費者族群對於不同的領帶 圖紋之意象與偏好，希望此理論的研究可協助該類型商品找出設計方針，以提 供相關領域之人員参應用。 本研究之研究設計分為三個階段。首先是文獻探討及領帶樣本和形容詞語 意蒐集。其次進行領帶樣本和形容詞萃選及前測實驗，並透過MDS 和集群分 析法萃選出最後受測樣本，用以設計出領帶圖紋意象之意象調查問卷。最後則 問卷資料的彙整與分析，其方法是透過集群分析法將受測者共分成六群，運用 SD 語意差異法將質性資料轉換成量化資料，藉由Excel 與SPSS 軟體進行敘 述統計、單因子變異數分析等方法，以討論受測者的生活型態與對於領帶樣本 的偏好。 研究結果發現： 族群一與族群三的生活型態模式是屬於崇尚自然與率性，而設計構成元素 則是屬於無線條呈現出一種簡單、自然的圖紋樣式，與族群一、族群三的個性 屬相較為接近。 族群三與族群四的生活型態模式是屬於崇尚自然、理性樂天，而設計構成元素是屬於點所構成的斜線與直線和水平線交叉所組成的面，在線條心理學中斜線的特性是屬於富有動感與引起注意之效果而垂直線是有堅定、莊重之效果，水平線則屬和平安定與親密，和族群三、族群四的個性屬相較為接近。 族群二的生活型態模式是屬於時尚玩樂，而設計構成元素是屬於曲線所組成的面，在線條心理學中曲線的特性是屬於富有流動感與優美、活潑之效果，和時尚玩樂族的個性屬相較為接近。 族群五的生活型態模式是屬於追求品味，而設計構成元素是屬於斜線交叉後所組成的面，在線條心理學中斜線的特性是屬於富有動感與引起注意之效果，和追求品味族的個性屬相較為接近。

關鍵字

生活型態 ； 消費者 ； 圖紋 ； 意象 ； 領帶

並列摘要

The study aims to understand consumers’ preference for and choice of necktie images by exploring the favourite patterns among different groups of consumers in order to understand men’s impressions of various neckties, based on their lifestyles.
The researcher expects that the study results can aid in the design concepts of necktie, as well as serve as references for personnel in relevant fields.This study is divided into three stages: The first one includes a literature review and a collection of the necktie samplings as well as their descriptions. In the second stage the pre-test experiment of the samplings is conducted and descriptions presented. By applying MDS and cluster analysis, the final samplings were selected in order to edit the questionnaires, so that the images of the necktie patterns can be investigated. The final stage is the collection and analysis of the questionnaires;testees are divided into six groups through cluster analysis; by using the Semantic Differential (SD) method, the qualitative data are transformed into quantitative data. Testees’ lifestyles and their preferences for the necktie samplings were analysed by descriptive statistics and one way ANOVA in Excel and SPSS.
The results show that:
The lifestyles of men in Groups 1 and Group 3 favour nature and straightforwardness; the design pattern they prefer is simple and natural without any lines, which represents their personalities.
The lifestyles of men in Group 3 and Group 4 favour nature, rationality and optimism. The design pattern they love has oblique lines with dots and vertical/horizontal lines. In the psychology of lines, the oblique lines illustrate a dynamic personality and that they are looking for attention; the vertical lines symbolize steadiness and solemnity; however, the horizontal lines express peace and intimacy. All these features are connected to their personalities.
The lifestyles of men in Group 2 favour fashion and amusement. The design pattern they desire is curves. In the psychology of lines, curves represent mobility,elegance and vividness, which are close to their personalities.
The lifestyles of men in Group 5 involve taste. The design pattern they like is intersected oblique lines. In the psychology of lines, these lines possess dynamic personality and reflect men looking for attention, which is similar to their personalities.

並列關鍵字

lifestyle ； consumer ； pattern ； image ； Tie

參考文獻

中文期刊

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