消費者布花圖案意象偏好－以台灣火車座椅為例

織品設計是一項整合藝術、科技與經濟資訊於一體的創造性活動，其最終目標在於完成一項滿足人類生理與心理需求的產品。在傳統的設計過程中，設計師在面對設計所需的意象語彙時，多數根據個人的判斷以決定設計的方案，此種缺乏理論依據的決策模式下，實難獲致符合消費者需求的產品。本研究主要針對台灣地區火車消費族群，利用多次問卷實驗進行資料研究，經多變量分析法，深入探討消費者對火車座椅用布花圖案所產生的心理意象。研究結果指出消費者的偏好意象共有3大因素（語意傳達、象徵意義、設計品質），並包含7個語彙（安全的、科技的、獨特的、舒適的、多元的、沉穩的、親切的）。該研究結果將能提升業界產品的設計品質，使理論與實務能相結合，提昇台灣火車等運輸系統的服務品質。

關鍵字

織品設計；火車座椅；布花圖案；偏好意象

並列摘要

In the course of traditional design, most of the designers determined their design patterns with their personal estimations in face of the imagist terms, which could hardly obtain the products as really required by the consumers under the decision mode without theoretical basis. This research gave an example of the fabric pattern used for the train seats to collect data for the research topic with many questionnaires on the train passengers in Taiwan. An intensified research was made on the passengers' psychological image rising up from the product with the statistic methods of Multivariate Statistical Analysis based on the collected data. The results indicated that the passengers' preference to the design image of fabric patters for train seats covered 3 factors (Meaning transmission, symbolic significance, design quality) with 7 terms (Safe, science and technology, unique, comfortable, diverse, calm, kind), of which the ”Semantic Conveyance” factor involved 4 terms as ”Safe, Comfortable, Stable and Friendly”; ”Symbolic Meaning” factor involved 2 terms as ”Technical” and ”Diversified”; and ”Design Quality” factor involved the term as ”Unique”. The results of this research could be provided to the textile designers as design basis of fabric patterns for train seats, which could be used to improve the service quality of public transportation system such as train in Taiwan by incorporating the research theory with design practices.