臺灣博碩士論文加值系統

瞭解消費者喜好已然成為設計首要課題之一，過去探討消費者喜好常使用語意差異法，將造型透過意象語彙瞭解消費者的喜好，並轉換成設計方向，藉此吸引消費者購買該產品。然而許多研究說明人們視覺對應於產品外型其重要性；甚至有研究提及視覺凝視對於喜好決策的重要性，還指出喜好會驅使目光的停留近而導致決策，但從未探討視覺凝視與情感喜好和意象認知間的關係。
本研究以汽車正面造型為刺激物，利用兩階段實驗：(1)消費者主觀評量：瞭解消費者對汽車正面造型之意象認知與情感喜好；(2)眼球軌跡實驗：瞭解消費者意象認知與情感喜好評價過程中的視覺凝視。探討視覺凝視、情感喜好、意象認知三者間的關係。
透過視覺凝視可發現情感喜好與意象認知間的關係。愈符合與情感喜好程度相關之意象認知的汽車造型，其凝視時間愈長，因此意象認知與情感喜好於評價過程中會互相影響。且評價過程中，不同的意象認知評價並不會影響受測者凝視位置，受測者皆凝視水箱罩較長的時間，但不同的評價的確會影響受測者凝視特徵的時間比重。

In recent years, consumers’ taste and preference have become the primary concerns in product development. In order to realize a well-designed product that appeals to consumers, the product not only should meet the physical requirements of consumers but also has to satisfy their affective needs. In design studies with regard to visual perception, this appraisal is comprised semantic interpretations. However, there had been study that explore about gaze and perfernce judegement, but no one study about the relationship in affective perference, image perceptual and visual fixation.
On purpose to understand whether consumers prefer the car, car will attract their attention. And realize whether there are relations in consumers’ visual information when consumers see the car and evaluate the preference and image-word perception. The experiment consisted of two parts: (1) consumers’ preference and image perceptual research (2) take eye-tracker to understand where cars’ form consumers look.
The fixation time is not only positively associated with preference rating but the three image perceptual rating. In other word, the image word: eye-catching, dynamic, and modern were such as attractiveness correlated with preference and could provide more information about consumers’ preference. In sum and in short, eye-catching, dynamic, modern were important factors for affective perference about car form , they have influence on affective perference consideration.

目錄
誌謝 v
摘要 vi
Abstract vii
目錄 viii
圖目錄 xiii
表目錄 xv
第一章 緒論 1
1.1研究背景、動機 1
1.2研究目的 3
1.3研究重要性 3
1.4研究範圍與限制 4
第二章 文獻探討 5
2.1消費者與設計傳達過程 5
2.1.1消費者評估 5
2.1.2設計傳達過程與消費者反應 6
2.2消費者喜好與產品吸引力 9
2.2.1消費者喜好的定義 9
2.2.2產品吸引力的定義 10
2.2.3產品吸引力與視覺認知 11
2.3感性工學相關研究 13
2.3.1感性工學的定義 13
2.3.2感性工學的相關研究與應用 14
2.3.3汽車造型研究於感性工學的常用意象語彙 16
2.4視覺認知與眼球軌跡 16
2.4.1視覺認知 16
2.4.2視覺與喜好決策 18
2.4.3眼球注視點及掃視 19
2.5文獻小結 20
第三章研究方法 22
3.1研究命題與架構 23
3.2前測實驗 26
3.2.1形容詞語彙建構 26
3.2.2「焦點團體」刺激物篩選 27
3.2.3樣本建構 27
3.2.4汽車造型特徵建立 28
3.2.5造型意象認知與喜好程度調查 29
3.3正式實驗 30
3.3.1實驗對象 30
3.3.2感性語彙篩選 30
3.3.3實驗刺激物 30
3.3.4實驗設備 31
3.3.5實驗場地規劃 32
3.3.6眼動儀實驗流程 33
3.4資料分析 35
3.4.1資料整理 35
3.4.2統計分析 36
第四章 研究結果 39
4.1前測實驗結果 39
4.1.1 情感喜好與意象認知結果 39
4.1.2刺激物與意象語彙挑選 42
4.1.3情感喜好與意象認知之性別差異 44
4.1.4前測實驗小結 49
4.2正式實驗結果 50
4.2.1受測者性別與凝視時間之間的關係 50
4.2.2評價與汽車特徵間的關係 53
4.2.3評價與凝視時間的關係 56
4.2.4正式實驗小結 60
第五章 討論 61
5.1情感喜好評價對視覺凝視之探討 61
5.2意象認知評價對視覺凝視之探討 63
5.3情感喜好與意象認知對視覺凝視之探討 64
5.4性別對視覺凝視之探討 65
第六章 結論與建議 67
6.1 結論 67
6.2設計應用 68
6.3建議 69
參考文獻 71
中文文獻 71
英文文獻 72
附錄一 77
主觀情感喜好與意象認知量表 77
附錄二 88
眼球追蹤實驗流程 88

圖目錄
圖2-1消費者對產品造型的反應模式 6
圖2-2設計傳達過程的基本架構 7
圖2-3設計傳達過程的架構展開圖 7
圖2-4概念架構 21
圖3-1研究架構 24
圖3-2研究流程 25
圖3-3前測研究架構 26
圖3-4樣本篩選流程 27
圖3-5樣本調整 28
圖3-6汽車解構特徵區域圖 28
圖3-7正式實驗刺激物 31
圖3-8實驗場所設置 32
圖3-9眼動儀實驗流程 34
圖3-10凝視位置劃分 36
圖3-11統計分析架構 38
圖4-1汽車正面造型情感喜好程度與意象認知結果 39
圖4-2正式實驗刺激物之情感喜好程度 42
圖4-3特徵凝視時間排序 51

表目錄
表2-1汽車造型常用意象語彙整理 16
表4-1情感喜好與意象認知結果Part 1 40
表4-2情感喜好與意象認知結果Part 2 40
表4-3情感喜好與意象認知結果Part 3 41
表4-4情感喜好與意象認知結果Part 4 41
表4-5意象認知與情感喜好程度相關性分析 43
表4-6刺激物情感喜好程度之差異 43
表4-7性別對情感喜好程度與意象認知之影響 44
表4-8性別對汽車A造型情感喜好程度與意象認知之影響 45
表4-9性別對汽車B造型情感喜好程度與意象認知之影響 46
表4-10性別對汽車C造型情感喜好程度與意象認知之影響 47
表4-11性別對汽車D造型情感喜好程度與意象認知之影響 48
表4-12性別於評價喜好、動態意象時凝視汽車時間的差異 51
表4-13性別於評價前衛、搶眼意象時凝視汽車時間的差異 52
表4-14性別評價情感喜好與動態意象時凝視特徵時間的差異 52
表4-15性別評價前衛與搶眼意象時凝視特徵時間的差異 53
表4-16喜好程度、意象認知與影響評價特徵間的關係 54
表4-17不同評價與凝視特徵時間的關係 55
表4-18 汽車選擇與凝視時間 57
表4-19凝視時間與選擇之關係 58
表4-20汽車選擇與凝視時間比 58
表4-21主觀評價與凝視時間之關係 59
表4-22情感喜好評價汽車凝視時間之差異 59

參考文獻
中文文獻
(1) 李仕修（2008）。男女性對小型掀背車的喜好特徵探討與意象化形變研究，碩士論文，台灣科技大學設計研究所，台北市。
(2) 張懿芳（2005）。汽車造形輪廓之意象認知與心智分類對應關係研究，碩士論文，雲林科技大學工業設計系，雲林縣。
(3) 張信賢（2006）。汽車特徵意象及其在視覺上的認知研究，碩士論文，成功大學工業設計學系，台南市。
(4) 張東豪（2003）。以都會區生活型態觀點探討e化房車座艙意象與內裝造形設計，碩士論文，大同大學工業設計學系，台北市。
(5) 翁嘉聲（2004）。汽車造型型變對於意象認知與美感反應之關係研究，碩士論文，台灣科技大學設計研究所，台北市。
(6) 陳建昌（2005）。汽車正面造型特徵與意象認知之關聯性，碩士論文，華梵大學工業設計學系，台北縣。
(7) 景怡齡（2005）。汽車外觀設計與消費者認知研究，碩士論文，交通大學管理學院，新竹市。


英文文獻
(1) Baxter, M.(1995). Product Design,Practical Methods for The Systematic Development of New Products. London: Chapman & Hall.
(2) Brunner, T., Reimer,T. & Opwis, K. (2005). Cancellation and focus: the impact of feature attractiveness on recall. Paper Presented at The German Cognitive Science Conference, Switzerland: Schwabe.
(3) Bloch, P. H. (1995). Seeking the ideal form: product design and consumer response.Journal of Marketing, 59,16-29.
(4) Basso, M. R. & Lowery, N. (2004). Global-local visual biases correspond with visualspatial orientation. Journal of Clinical and Experimental Neuropsychology, 26(1), 24-30.
(5) Coates, D. (2003). Watches Tell More Than Time. New York: McGraw-Hill.
(6) Crilly, N., Moultrie, J. & Clarkson, P. J. (2004). Seeing things: consumer response to the visual domain in product design. Design Studies, 25(1),547-577.
(7) Chang, H.C., Lai, H.H. & Chang, Y.M. (2007). A measurement scale for evaluating the attractiveness of a passenger car form aimed at young consumers. International Journal of Industrial Ergonomics, 37 (1), 21-30.
(8) Chuang, M.C., Chang, C.C. & Hsu, S. H. (2001). Perceptual factors underlying user preferences toward product form of mobile phones. International Journal of Industrial Ergonomics, 27(1),247-258.
(9) Creusen, M. & Snelders, D. (2002). Product Appearance and Consumer Pleasure. UK: Tyalor and Francis.
(10) Deubel, H. & Schneider,W.X. (1996). Saccade target selection and object recognition: evidence for a common attentional mechanism. Visual Research, 36(1),1827-1837.
(11) Farroni, T., Csibra, G., Simion, F., & Johnson, M. H. (2002). Eye contact detection in humans from birth. Proceedings of the National Academy of Sciences of the United States of America, 99(14), 9602-9605.
(12) Fumio, T., Mitsunori, K. & Hiroyuki, A. (1999). Development of the synthetic vibration model of human. Report of Modeling the Evaluation Structure of Kansei, 2(1), 263-270.
(13) Howard, J. A. & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: Wiley.
(14) Hsiao, S.W. & Wang, H.P.(1998). Applying the semantic transformation method to product form design. Design Studies, 19(1), 309-330.
(15) James, W. (1890). The principles of psychology.Birmingham: The Classics of Psychiatry and Behavioral Sciences Library,1, 689.
(16) Kolter, P.（2000）. Marketing Management, The Millennium Edition. New Jersey: Prentice-Hall.
(17) Kitajima, M. & Don-Han, K. (1998). Communicating kansei design concept via artifacts: a cognitive scientific approach. In Proceedings of the International Workshop on Robot and Human Communication, RoMan’98, Hakamatsu. Japan: IEEE Press.
(18) Kimchi, R. (1992). Primacy of wholistic processing and global/local paradigm: a critical review. Psychological Bulletin, 112(1), 24-38.
(19) Kimchi, R., Amishav, R. & Sulitzeanu-Kenan, A. (2009). Gender differences in global- local perception? evidence from orientation and shape judgments. Acta Psychologica,130 (1), 64-71.
(20) Kramer, J.H., Ellenberg, L., Leonard, J. & Share, L.J. (1996). Developmental sex differences in global- local perceptual bias. Journal of Clinical and Experimental Neuropsychology, 10(3), 402-407.
(21) Lin, R., Lin, C.Y. & Wong, J. (1996). An application of multidimensional scaling in product semantics. International Journal of Industrial Ergonomics, 18(1), 193-204.
(22) Posner, M.I., & Peterson, S.E. (1990). The attention system of the human brain. Annual Review of Neuroscience, 13(1), 25-42.
(23) Merritt,P., Hirshman,E., Wharton,W., Devlin, J., Stangl, B. & Lenz, A. (2007). Evidence for gender differences in visual selective attention. Personality and Individual Differences, 43 (1), 597-609.
(24) McCormack, J.P. & Cagan, J.(2003). Speaking the buick language:capturing, understanding, and exploring brand identity with shape grammars. Design Studies, 25 (1) 1-29.
(25) Most, S.B., Chun, M.M., Widders, D.M. & Zald, D.H. (2005). Attentional rubbernecking: cognitive control and personality in emotion-induced blindness. Psychological Bulletin, 12(4), 654-661.
(26) Nagamachi, M.(1995). Kansei engineering: a new ergonomic consumer-oriented technology for product development. International Journal of Industrial Ergonomics, 15(1), 3-11.
(27) Nagamachi, M. (1997). Kansei engineering and comfort. International Journal of Industrial Ergonomics, 19(1), 79-80.
(28) Navon, D. (1977). Forest before trees: the precedence of global features in visual perception. Cognitive Psychology, 9, 353-383.
(29) Norton, F.(1987). The coase theorem and suboptimization in marketing channels. Marketing Science, 6(3), 268-285.
(30) Rapoport, A. (1977). Human Aspects of Urban Form. New York: Pergamon.
(31) Selfridge, O.G. & Neisser, U. (1963), Pattern Recognition by Machine: Computer and Thought. New York: McGraw-Hill.
(32) Schiffman, L., (2000). Consumer Behavior. New Jersey: Prentice-Hall.
(33) Shimojo, S., Simion, C., Shimojo, E. & Scheier,C. (2003). Gaze bias both reflects and influences preference. Nature Neuroscience, 6(12), 1317-1322.
(34) Shimojo, S. & Simion, C.(2006). Early interactions between orienting, visual sampling and decision making in facial preference. Visual Research, 25(1), 1827-1837.
(35) Sung, H.H., Myung, H.Y., Jiyoung, K. & Sang, W.H. (2001). Usability of consumer electronic products. International Journal of Industrial Ergonomics, 28(1), 143-151.
(36) Soto, D., & Blanco, M.J. (2004) Spatial attention and object-based attention: a comparison within a single task. Vision Research, 44(1), 69–81.
(37) Tanoue, C., Ishizaka, K. & Nagamachi, M. (1997). Kansei engineering: a study on perception of vehicle interior image. International Journal of Industrial Ergonomics, 19(1), 115-128.
(38) Underwood, G. (1998). Eye Guidance in Reading and Scene Perception. Amsterdam: North-Holland.
(39) Veryzer,R.W. & Hutchinson,J.W.(1998). The influence of unity and prototypicality on aesthetic responses to new product designs. Journal of Consumer Research, 24 (4), 374-394.
(40) Vuilleumier, P., Armony, J.L., Driver J. & Dolan, R.J.(2001). Effects of attention and emotion on face processing in the human brain: an event-related fmri study. Neuron, 30(1), 829-841.