結合視覺隱喻與品質機能展開的電競耳機分析

近年來隨著電玩遊戲產業的蓬勃發展，歐美地區及韓國等國家開始舉辦大型電子競技比賽。一些台灣的電腦週邊硬體廠商也相繼投入了電競市場，但如何開發出滿足遊戲玩家口味的電競產品，仍透過傳統的調查方式，較難探索消費者的深層想法，其實設計師可以使用圖像為媒介，了解真正驅動某個特定的消費行為或決定因素。本研究參考ZMET隱喻抽取技術的研究方法來探討消費者的內心深層對於電競耳機（Gaming Headset）的真正想法與感受。研究結果發現，從受訪者的共同構念中發現炫目的、專注的、舒適的、戰鬥的、專業的、個人的、熱情的等形容詞是電競耳機給受訪者所認知的意象，隨著討論過程發掘出沉默、金屬、戰鬥武裝、煙火、細微操作、剛硬等更為深層的元素，這些構念和意象提供設計師開發出滿足遊戲玩家表層口味的電競耳機之重要參考。在研究的過程中運用結合ZMET隱喻抽取技術結合品質機能展開（QFD）以及焦點團體法發展出來的設計方法，未來也能成為設計師在開發新產品可運用的設計手法之一。

關鍵字

電子競技；電競耳機；隱喻抽取技術；品質機能展開

並列摘要

With the electronics sports industry burgeoning, massive e-sport competitions are being held throughout the United States, Europe and Korea. Several Taiwanese companies previously specialize in PC components and peripherals have jumped on the bandwagon of this rising tide. Despite the new entrants’ best effort in developing gaming gears that would match consumers’ tastes, it has been observed that the methods taken to understand what consumers seek are relatively traditional, making it difficult to extract the more intricate sentiments of users. This research proposes that designers could gain deeper insights into the decision process of consumers through the usage of pictures. This research employs the Zaltman metaphor elicitation technique（ZMET）to investigate the deep-seated sentiments consumers hold towards gaming headsets. In the research, it is observed that when asked about their cognitive images of gaming headsets, attributes such as “dazzling”, “focused”, “comfortable”, “combative”, “professional”, “individual”, “passionate”, etc…, are few of the common constructs held by interviewees. Through further discussion, “taciturn”, “metallic”, “armed combat”, “fireworks”, “meticulous control”, and “hardened” were identified as deeper elements of the common constructs. These constructs and images can serves as invaluable references for designers when developing gaming headsets that fits consumers’ preferences. The methodology employed in this research, which was the combination of Zaltman metaphor elicitation technique, Quality Function Deployment and focus group interview, could serve as an approach designer could take in the development of new products.

並列關鍵字

E-sports ； Gaming Headset ； ZMET ； QFD

參考文獻

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[7]Akao, Y., Quality Function Deployment: Integrating Customer Requirements Into Product Design, 1st edition, Productivity Press, 2004.

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結合視覺隱喻與品質機能展開的電競耳機分析

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