單純曝光效果是一種心理現象，指的是當人們重複接觸到某個事物時，會對該事物產生好感或正向評價。過去許多研究從圖形、文字和人臉等來探討，本研究以設計的角度，從四個實驗來探討產品呈現的單純曝光效果為何。實驗一探討手繪產品構想圖，在重複曝光後，是否會有單純曝光效果？實驗二探討3D產品電腦繪圖，在重複曝光後，是否會有單純曝光效果？實驗三探討改變產品背景顏色，是否會有單純曝光效果？實驗四探討改變產品情境背景時，是否會有單純曝光效果？研究結果發現，實驗一手繪構想圖，在重複曝光後，沒有單純曝光效果；實驗二3D產品電腦繪圖，在重複曝光後，有單純曝光效果；實驗三改變產品背景顏色時，有單純曝光效果；實驗四改變產品情境背景時，有單純曝光效果。

Mere exposure effect is a psychological phenomenon, and indicates that when people repeatedly contact to a certain thing or matter, then he/she would have a favorable feeling or postitive evaluation for such thing or matter. Previous researches and studies were mainly investigated from patterns, scripts and human faces. This study was mainly adopted the viewpoint of design to investigate what is the Mere exposure effect expressed by products from 4 experiments. Experiment 1 was investigated whether the mere exposure effect occurred after repeadely exposing the freehand sketch of products? Experiment 2 was investigated the 3D product computer graphics for whether the Mere exposure effect occurred after repeat exposure? Experiment 3 was investigated whether the change of background color for products would occur the mere exposure effect? Experiment 4 was investigated whether the mere exposure effect occurred after changing the situational background for products? This results showed: in Experiment 1, there’s no mere exposure effect after repeatedly exposed the freehand sketch; in Experiment 2, there’s the mere exposure effect for 3D product computer graphics after repeat exposure; in Experiment 3 when changing the background color of products, the mere exposure effect occurred; and in Experiment 4, when changing the situational background, the mere exposure effect occurred.

目 錄

誌謝 ----------------------------------------------------------------i
中文摘要 ----------------------------------------------------------ii
英文摘要-----------------------------------------------------------iii
目錄 ----------------------------------------------------------------v
表目錄 -------------------------------------------------------------vii
圖目錄 -------------------------------------------------------------viii

壹、緒論-----------------------------------------------------------1
1.1研究背景與動機----------------------------------------------1
1.2研究問題與目的----------------------------------------------2
1.3研究流程與方法----------------------------------------------3
1.3.1資料收集與歸納-------------------------------------------5
1.3.2問卷測驗與分析-------------------------------------------5

貳、文獻探討-----------------------------------------------------6
2.1 名詞釋義------------------------------------------------------6
2.2 何謂單存曝光效果------------------------------------------8
2.3 影響單純曝光效果的變項--------------------------------10
2.4 其他感官的單純曝光效果--------------------------------12
2.5 文化差異是否有單純曝光效果--------------------------17
2.6 文獻總小節--------------------------------------------------19


參、研究方法----------------------------------------------------23
3.1 研究架構-----------------------------------------------------23
3.2 研究假設-----------------------------------------------------23
3.3 變數操作型定義--------------------------------------------28
3.4 實驗設計與問卷設計--------------------------------------29
3.5 資料分析方法-----------------------------------------------31

肆、實驗設計與分析 ------------------------------------------33
4.1 樣本資料之假設驗證--------------------------------------33
4.1.1 實驗一-----------------------------------------------------33
4.1.2 實驗二-----------------------------------------------------39
4.1.3 實驗三-----------------------------------------------------45
4.1.4 實驗四-----------------------------------------------------51
4.2 研究假說檢定結果之彙總--------------------------------57

伍、結論與建議------------------------------------------------60
5.1 研究結論----------------------------------------------------60
5.2 本研究與過去學者研究之差異-------------------------62
5.3 研究貢獻----------------------------------------------------64
5.4 研究限制與未來研究方向-------------------------------65
5.4.1 研究限制-------------------------------------------------65
5.4.2未來研究建議--------------------------------------------66

參考文獻---------------------------------------------------------67
附錄---------------------------------------------------------------72
簡歷---------------------------------------------------------------96


表 目 錄
表1 曝光次數 --------------------------------------------------19
表2 曝光時間 --------------------------------------------------20
表3 其他感官的單純曝光效果-視覺、聽覺、味覺-----20
表3 其他感官的單純曝光效果-視覺、聽覺、味覺(續)-21
表4 文化差異是否有單純曝光效果------------------------22
表5 受試者在15張手繪燈具圖分別「曝光10次」、「曝光5次」、「曝光1次」與「沒有曝光」之喜好程度的平均數-----------------38
表6 受試者在8張3D電腦繪圖模型分別「曝光10次」、「曝光5次」、「曝光1次」與「沒有曝光」之喜好程度的平均數------------43
表7 受試者在改變產品背景顏色分別「原圖組」、「移除產品背景顏色組」、「改變產品背景顏色組」和「未曝光組」之喜好程度的平均數----49
表8 受試者在改變產品情境背景分別「原圖組」、「移除產品情境背景組」、「改變產品情境背景組」和「未曝光組」之喜好程度的平均數----55
表9 整理假設驗證結果---------------------------------------57
表9 整理假設驗證結果(續1)--------------------------------58
表9 整理假設驗證結果(續2)--------------------------------59
表10 本研究與過去學者Ishii(2011)之差異--------------62
表10 本研究與過去學者Ishii(2011)之差異(續)---------63


圖 目 錄
圖1. 研究流程圖-------------------------------------------------4
圖2. 實驗一程序圖---------------------------------------------24
圖3. 實驗二程序圖---------------------------------------------25
圖4. 實驗三程序圖---------------------------------------------26
圖5. 實驗四程序圖---------------------------------------------27
圖6. 15張「中等喜好度」之燈具--------------------------35
圖7. 各「曝光10次」、「曝光5次」、「曝光1次」與「沒有曝光」之圖-------37
圖8. 實驗一測驗流程圖---------------------------------------38
圖9. 8張手繪燈具圖-------------------------------------------40
圖10. 8張3D電腦繪圖模型----------------------------------41
圖11. 各「曝光10次」、「曝光5次」、「曝光1次」與「沒有曝光」之圖-----42
圖12. 實驗二測驗流程圖-------------------------------------43
圖13. 實驗三的第一階段-6張不同產品背景顏色之3D電腦繪圖模型----------------47
圖14. 實驗三的第二階段-不同產品背景顏色之3D電腦繪圖模型---------------------48
圖15. 實驗三測驗流程圖------------------------------------49
圖16. 實驗四的第一階段-6張不同產品情境背景之3D電腦繪圖模型----------53
圖17. 實驗四的第二階段-不同產品情境背景之3D電腦繪圖模型--------------54
圖18. 實驗四測驗流程圖-------------------------------------55

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