臺灣博碩士論文加值系統

近年來消費者選購商品的訴求，已從機能實用性轉為情感訴求。情感因子重大影響消費者購買產品的決策過程。本研究目的在喚起消費者購買的動機，而產品的情感訴求則成為設計中重要的核心。本研究以手錶為研究範例，探討其設計特徵對情緒的影響與關聯，並輔以量測腦波情緒的客觀反應。本研究分為二個階段的實驗。第一階段，邀請資深產品設計師分類與篩選360張手錶圖樣，並建構情感語彙資料，再依據其重要特徵找出具有代表性樣本，提供問卷調查30位受試者對手錶的情感意象。第二階段，利用腦波儀紀錄16位具有設計背景的受試者，以「事件相關腦電位」(Event-related Potentials, ERPs)紀錄LPC成分的反應腦區及振幅。研究結果發現，外形尖銳(三角形)或特殊造形(酒桶形)引發不協調的負面感受，但較能感受到有趣及現代。而舊款(圓形、方形)比新款的偏好程度高，均感受較偏正向情感，因大腦記憶保留過去固有的視覺特徵意象，並產生較高的LPC振幅。本研究以腦波作為客觀的評估工具，可相互佐證主觀問卷帶來的認知偏差問題，而其手錶的設計特徵確實可以測得明顯的ERP效果，並與情感評量有所呼應。期盼本研究結果能促進ERP量測工具融入到其他設計議題或研究中。此外，本研究整理的不同設計元素的組合搭配，亦可作為在數位模型創新上的設計參數，針對有效影響人們情緒的設計因子，提出系統性的情感設計。

In recent years, consumers have begun to demand emotional values from products in addition to functionality. Because emotional factors exert considerable influence on consumers’ decision-making process when purchasing a product, this study aimed to determine consumers’ purchasing motivations. Because creating emotional demand is the main focus of their product design, this study targeted watches to explore the effects of design features on emotions. Furthermore, correlations between design features and emotions were investigated; said investigation was complemented by analysis of objective emotional responses manifested in brain waves. This study comprised two stages of experiments. In the first stage, senior product designers were invited to categorize and screen 360 watch designs to establish emotional term data, among which representative samples were chosen on the basis of essential features. The resultant emotional terms were then applied in a questionnaire assessing the affective responses of 30 participants toward watches. An electroencephalogram machine was used in the second stage of the experiment to track the late positive component (LPC) amplitudes and brain responses of 16 participants with design proficiency; the results are indicated in event-related potentials (ERPs). This study discovered that angular (e.g., triangle) or unique (e.g., barrel-shaped) watch designs lefts an uncoordinated impression and thus stimulated negative feelings among participants. Even though such designs are arguably more fascinating and modern, participants still preferred conventional round or rectangular watch designs. Because of the existing memory of past visual features, the participants were prone to generate higher LPC amplitudes and experience positive emotions when exposed to conventional watch designs. This study studied brainwaves to objectively assess and demonstrate the cognition bias problem in subjective questionnaires. Significant ERP effects could indeed be elicited by design features of watches that resonate with emotions. The findings of this study may facilitate the integration of ERP assessment tools into other topics or research involving design. In addition, the combination of various design elements compiled by this study may be used as design parameters in digital model innovations that target design factors capable of affecting human emotions to propose systematic emotional designs.

誌謝 I
摘要 II
Abstract III
目次 V
表次 VII
圖次 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍限制 3
第四節 論文架構 4
第二章 文獻探討 5
第一節 使用者情感與造型認知 5
第二節 產品的美感和消費者的偏好 7
第三節 情感評估方式 8
第四節 參數式設計 10
第五節 腦電波基礎理論 11
第三章 卡片分類法篩選手錶樣式及形容詞語彙 19
第一節 研究目的 19
第二節 受測者 19
第三節 樣本 19
第四節 問卷設計 27
第五節 資料分析 28
第四章 腦波實驗檢測手錶之情緒表現與認知 29
第一節 研究目的 29
第二節 受測者 29
第三節 樣本 29
第四節 資料擷取與處理 32
第五章 研究結果 35
第一節 不同手錶造形在視覺上對情感評量尺度的影響 35
第二節 情感問卷vs.腦波問卷之間情感反應之比較 51
第三節 腦波LPC成分效果 52
第六章 討論 61
第一節 影響產品情緒效價的特徵 61
第二節 腦波情感評價之影響因素 65
第七章 結論與建議 67
第八章 參考文獻 68
中文部分 68
英文部分 68
附錄1 情感問卷 76
附錄2 所有手錶造形樣本 77
附錄3 情感問卷組與腦波問卷組之情感反應 78

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