臺灣博碩士論文加值系統

格羅塞在《藝術的起源》一書中說道：“喜歡裝飾，是人類最早也是最強烈的欲望。”古今中外，珠寶首飾作為重要的裝飾物件，除了小部分的實用功能外，其更重要的作用是自我情感的寄託。女性更是這種情感的最佳體現者。珠寶首飾作為情感寄託的載體，對於它的感性意象（Kansei image）研究就顯得尤為的重要。然而，現階段相關珠寶首飾的文獻，卻少有關注女性對於珠寶首飾的感性意象研究。故本研究有以下兩個目的（1）透過HEXACO-PI-R人格模型量表對女性珠寶愛好者進行分群（2）探討不同族群對珠寶首飾的感性意象，找到人格特質與珠寶意象和其喜好度的對應關係。
本研究主要分為三個階段，第一階段：實驗樣本與語彙的篩選。以世界第三大珠寶品牌PANDORA的串珠為實驗樣本。通過對品牌現有串珠的篩選與分群。最終以10種類型的串珠作為實驗樣本。分別通過20位具有珠寶專業知識的專家與6位設計相關業者對珠寶相關語彙進行問卷與KJ法的篩選，選取最終實驗語彙12個。第二階段：人格結構HEXACO模型與串珠主題感性意象的李克特量表（Likert Scale）調查。由60位20-29歲的女性受測者進行第二階段測試。60位女性分別在所提供的意向尺度上評分完成實驗。第三階段：問卷結果分析。對人格模型結果進行集群分析（Cluster Analysis），把女性劃分為4種不同人格的族群。其次對感性意象結果進行因素分析（Factor analysis），找出4種人格特質對應串珠的意象因數。之後運用ANOVA分析，探討4種人格特質女性對珠寶主題的喜好度的差異。
通過以上述分析，結果以期建構出女性對珠寶的感性意象，開發不同女性族群對應珠寶首飾之意象對照表，建立設計師與使用者的系統印象。實驗結果可作為珠寶相關業者在珠寶設計、銷售、使用上的參照。

Ernst Grosse, in his book The Beginnings of Art , said: The affection for jewelry is the earliest and most strong desire of human being.From ancient to modern times, jewelry, as an important decorative object, has been playing an important role in expressing the self-emotion, as well as the practical function. Females are the embodiment of it. Being a carrier of the affection, the research of Kansei image of jewelry becomes increasingly important. However, fewer researches have been done to focus on the Kansei image of jewelry based on the current literature on jewelry. Therefore, the objectives of this study are as follows: (1) to classify female jewelry lovers into different groups based on HEXACO model ; (2) to investigate the Kansei image of jewelry of different ethnic groups and find the corresponding relation of personality traits and jewelry images.
The research process is divided into three stages. (1) The first stage is to screen the experimental samples and words related to jewelry. Ten types of Pandora charms and 12 words have been sorted out as the experimental sample eventually through the KJ Method. (2) The second stage is to do the Likert scale investigation based on the HEXACO model and charms image. (3) The third stage is the data analysis. On the basis of analyzing the result of the HEXACO model, the females have been divided into different groups in terms of personality by Cluster Analysis. By doing the Factor Analysis, the kinds of image factors which are corresponded to different personality traits will be discussed. In addition, the impacts of image factors on jewelry characteristics will also be discussed by ANOVA.
In view of the analysis presented above, the study aims to construct a female perceptual image of jewelry, develop the image table of jewelry corresponding to different female ethnic groups, and build up the systematic impression between designers and users. The experimental results can be used as the reference for the jewelry-related manufacturers in jewelry design, sales, and use.

TABLE OF CONTENTS
摘要 I
ABSTRACT II
ACKNOWLEDGEMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.1.1 Jewelry Market and Its Development Trend 1
1.1.2 Female Consumer Market and Its Development Trend 2
1.1.3 The Business Model of Customization Era 2
1.2 Research Purpose 6
1.3 Research Scope and Limitations 6
1.4 Research Process and Structure 7
CHAPTER 2 LITERATURE REVIEW 9
2.1 Discussion on Jewelry 9
2.1.1 The Essence and Definition of Jewelry 9
2.1.2 The Essence and Definition of Ornaments 9
2.1.3 PANDORA Jewelry and Ornaments 10
2.2 Women’s Emotional Consumption Behavior for Jewelry and Personality Traits 11
2.2.1 Female Consumer Behavior - Charm Experience and Emotional Consumption 12
2.2.2 Emotional Facet: Personality Structure HEXACO Model 14
2.3 Kansei Engineering Research 16
2.3.1 Introduction to Kansei Engineering 16
2.3.2 Implementation of Kansei Engineering 19
2.4 Research on the Visual Image of Kansei Engineering 20
2.4.1 Statistical Approach of Kanslei Image Research 21
2.5 Summary 23
CHAPTER 3 RESEARCH METHOD AND STEPS 25
3.1 Study Process and Explanation 25
3.2 Sample Collection of Jewelry and Ornaments 27
3.3 Collection of Sensibility Vocabulary 27
3.4 Sample Selection of Jewelry 28
3.5 Screening of Sensibility Vocabulary 29
3.6 Personality Trait and Emotional Evaluation Experiment 30
3.6.1 HEXACO Personality Model Experiment 31
3.6.2 Sensibility Evaluation Experiment 33
CHAPTER 4 EXPERIMENTAL ANALYSIS AND RESULTS 34
4.1 HEXACO-PI-R Personality Experiment Analysis and Results 34
4.1.1 Data Analysis of HEXACO-PI-R Personality Traits 34
4.1.2 Summary 46
4.2 Kansei Engineering Results Analysis 46
4.2.1 Abstract Analysis of Qualitative Interview 46
4.2.2 Analysis on Kansei Engineering Results of Jewelry Themes 47
4.2.3 Thematic Image Preference Test Analysis 57
4.2.4 Conclusion 72
CHAPTER 5 CONCLUSION AND SUGGESTION 73
5.1 Research Results 73
5.1.1 Research Results on Personalities of Female Jewelry Lovers 73
5.1.2 Jewelry Perceptions and Preference of Different Females 74
5.2 Research Contribution 77
5.3 Deficiency and Limitations of the Research 77
5.4 Subsequent Research and Recommendations 78
中文文獻 79
英文文獻 81
Appendix I Questionnaire on Personality Traits and Jewelry Images 82
Appendix II Radar Map of 60 Female Subject’s Personality 99
Appendix III中文精簡版 105

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