應用感性工程於雞排店外觀設計之探討－以中原夜市為例

本研究將探討如何運用感性工程理論於雞排店店面設計的幫助，可讓店家能有更明確的設計方向，深入了解消費者所喜愛的各種設計要素，反饋給設計師更多有利於設計的重要指標。對於本研究有相關深入的背景與濃厚動機目的，發現夜市商圈店家在設計研發上面可運用感性工程的方式，對於這類店面讓設計師能有更清晰的設計捷徑。本研究首先蒐集雞排店店面形容詞語彙60個與圖片樣本15個進行分析，再透過初步篩選將形容詞語彙與圖片樣本縮減，並建立店面設計要素與編碼，以定義店面其重要之設計特徵，接著進一步執行問卷調查彙整分析，將結果運用因素統計分析與ANOVA分析，判斷出感性形容詞語彙與各組不同外觀造型組合相關聯性，藉由研究數據結果將探討消費者對於雞排店店面的心理需求有哪些，以提供雞排店店家作為設計前之依據，最後透過研究結果為： 1.雞排店店面歸納出設計要素6大項目以及15個類目。 2.根據建立的因素分析結果有四個主要因素，1.感性因子2.美好因子3.魅力因子4.設計因子，最終萃取出雞排店店面代表性形容詞語彙共計有21個。 3.從三個設計設計構面中找出三個重要設計要素為： (1)店面樣式(攤位式)喜好度平均值性別以女性大於男性；另國籍中以本地生大於外籍生。 (2)招牌色彩(黃色)喜好度平均值性別以女性大於男性；另國籍中以本地生大於外籍生。 (3)菜單擺放位置(左邊)喜好度平均值性別以女性大於男性；另國籍中以外籍生大於本地生。以上為本研究之結果，希望可以給予中原夜市雞排店面之設計參考用。

關鍵字

中原夜市；雞排店；因素分析； ANOVA分析；感性工程

並列摘要

This research will explore how to use the perceptual engineering theory to help the design of chicken chop storefronts, so that the store can have a clearer design direction, have an in-depth understanding of the various design elements that consumers love, and give feedback to the designer. The research has relevant in-depth background and strong motivational purpose, and found that night market shops can use perceptual engineering methods in design and development, so that designers can more clearly design shortcuts for various stores. In this study, we first collected 60 adjective vocabularies and 15 picture samples of the chicken chop shop for analysis, and then reduced the adjective vocabulary and image samples through preliminary screening, and established store design elements and codes to define the important design features of the store. Further carry out the questionnaire survey and analysis, and use the statistical analysis of the factors and ANOVA analysis to determine the correlation between the perceptual adjectives and various combinations of different appearances. The research data results will explore the psychological needs of consumers for the chicken chop shop. Which ones, based on providing the chicken chop shop as a pre-design basis, the final research results are: 1.The storefront of the chicken chop shop summarizes 6 major design elements and 15 categories. 2.According to the established factor analysis results, there are four main factors, 1. Sensibility factor 2. Beauty factor 3. Charm factor 4. Design factor, and finally extracted a total of 21 obvious descriptive words for the chicken chop shop. 3.Three important design elements were identified from the design construct: (1)The average gender of the store style (storefront style) preference is more male than female; foreign students in other nationalities are greater than local students. (2)In the signboard color (yellow), the average gender of preference is greater for females than for males; among other nationalities, local students are greater than foreign students. (3)The position of the menu (left) is that the average gender of preference is more female than male; in the other nationality, foreign students are larger than local students. As stated above, there is the result of this research, hopefully it can be used as a reference for the design of the chicken chop storefront in Chung yuan Night Market.

並列關鍵字

Chung Yuan Night Ｍarket ； chicken chop shop ； factor analysis ； ANOVA analysis ； kansei engineering

參考文獻

中文

Google Scholar

1.交通部觀光局，2019，中華民國108年來臺旅客消費及動向調查。Retrieved from https://admin.taiwan.net.tw/Handlers/FileHandler.ashx?fid=82fc55cf-fded-4ccb-9427-ccd79b38794a type=4 no=1