從生活型態觀點探討消費者對空調機美感認知之研究

A Study of Consumers' Aesthetic Perception from Perspective of Consumers' Life Styles-Taking Air Conditioners as Examples

10.30105/JDS.201407_17(1).0005

陳文亮(Wen-Liang Chen)；江雅媚(Ya-Mei Chiang)

產品美學 ； 生活型態 ； 空調機 ； Product aesthetics ； Life Style ； Air Conditioner

設計學研究

17卷1期（2014 / 07 / 01）

91 - 112

繁體中文

近年來產品的視覺外觀顯著影響消費者對產品的認知，使得美感相關主義題逐漸受到重視，因此本研究將以空調機產品為例，藉由問卷調查探討個人之生活型態對於產品美感的偏好。研究藉由生活型態經因素分析後，再透過集群方法歸納出三種不同生活型態的族群，而各族群對於產品美感的認知與訴求不盡相同。研究發現想法中立的人數佔最多，此族群的人偏好空間使用方式、整體性與質感；另外，生活單純保守務實的族群，比較在意物品的實用性勝於物品的外觀形式，偏好空間使用方式、整體性與大小；而屬於比較活躍、資源豐沛及受過藝術訓練者的族群，對於流行的趨勢與事物外在的呈現比較會有自己的意見與想法，偏好質感、空間使用方式與整體性，而且也會強調產品的風格、意象、獨創性或新穎性等。另外空調機的使用方式與整體性這二項偏好因子是所有偏好因子中最為明顯的特徵，而幾何造形是偏好最低的因子。此結果進一步地了解生活型態不同的受訪者，其對於空調機偏好的美感存在著差異性。根據研究結果，提供業者或設計者設計產品之參考。

In recent years, visual appearances of products have significantly influenced consumers' perception, and therefore, aesthetic-related issues have gradually caught attention. This paper, takes air conditioners for example, tends to explore consumers' personal life styles and their preferences for appearances of products by distributing questionnaires. The participants were divided into three groups by Cluster Analysis. Each group has different aesthetic perception. The study found that most people belong to the ＂neutral＂ group, and they prefer space usage, integrity and texture. The second group which has conservative and pragmatic life styles cares practical use than appearance, space usage, and size. People in third group are more active, resource-abundant and well-trained, and they have their own opinions and ideas about trends and presenting styles. They prefer the texture, space usage and integrity of the product, and they put emphasis on products' styles, images, originality or novelty and so on. On the other hand, among the preferences, the usage of air conditioners and integrity are two most obvious factors, while geometric appearance is lowest. This result further investigated consumers in different life styles have different preferences of aesthetic perception. Results of the study can be provided as references for product industry and designers.

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