產品複合感性意象之滿意度推論模式

A Model for Inferring Affective User Satisfaction of Product with Multi-Kansei Images

10.30105/JDS.201212.0002

陳俊智(Chun-Chih Chen)；莊明振(Ming-Chuen Chuan)

使用者感性滿意度 ； Kano品質模式 ； 多屬性決策 ； 模糊層級分析法 ； 感性工學 ； Affective User Satisfaction ； Kano Model ； Multiple-Attribute Decision Making ； FAHP ； Kansei Engineering

設計學研究

15卷2期（2012 / 12 / 01）

27 - 50

繁體中文

產品造形所誘發的感性特質是影響使用者滿意度品質項目之一，亦是產品能否成功銷售的重要關鍵。使用者對於產品造形的感性評價是具備多屬性的特質，而相關產品複合感性意象研究中，多以感性意象品質與滿意度之間為一維（線性）關係之假設，進行使用者感性滿意度之推論，此假設並不能完整地解釋使用者之需求差異性。因此，本研究導入二維Kano品質模式，提出一使用者滿意度推論模式，並以手機設計為例，進行產品複合感性意象之滿意度推論，並藉由FAHP權重模式（線性）與二維Kano推論模式之預測績效比較，以驗證方法之可行性。研究結果指出，在使用者感性滿意度之預測上，Kano「迴歸分析」模式是比FAHP權重模式有較佳之績效，這說明了以Kano品質績效與滿意度的函數關係，轉換為效益函數之推論模式是具可行性。最後，研究進一步利用Kano品質分類之結果，結合數量化一類分析，建立不同Kano品質分類（一元的與魅力的品質因子）與造形因子／水準之數值關係，協助設計者了解產品各造形因子對於使用者感性滿意度的影響性，以為設計者手機造形設計與品質改善設計參數選擇的權衡依據。

Facing the equivalency of product function, Kansei image elicited by a product form has become one of the important quality attributes affecting user satisfaction, also being the critical factor for product success. Users' Kansei perception with product form has a multidimensional nature. Most of the studies related with multi-Kansei of product used to infer user satisfaction basing on the assumption of the linear relationship between Kansei quality and user satisfaction. However, from the viewpoint of linear assumption, it is not always sufficient to explain the different relationship between user requirements and overall satisfaction. To overcome these shortcomings, the model integrated with the additive multi-attribute utility function and two-dimensional Kano model is proposed to infer user satisfaction of product in multi-Kansei. To verify the validity of the proposed model, the inference models of the additive weighting method, FAHP and Kano's inference model, are also constructed for comparisons. The performance of the proposed approach is illustrated and validated by using a mobile phone design example. The result of verification shows that the proposed integrative model based on the Kano model can infer the affective user satisfaction more accurately than the other models. While, Quantitative Theory Type Ι analysis was used to explore the effect of each form level belonging to each form item on different Kano quality classifications(one-dimensional and attractive quality categories). The results show that it can help designers resolve the trade-offs dilemma of choosing the optimal combination of product form design in multiple-attribute optimization of user satisfaction.

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