產品造形屬性對視覺複雜度與消費者偏好之影響

Influence of Product Form Attributes on Visual Complexity and Consumer Preferences

衛萬里(Wan-Li Wei)；陸美婷(Mei-Ting Lu)

產品造形屬性 ； 產品視覺複雜度 ； 消費者偏好 ； 聯合分析 ； Product Form Attribute ； Product Visual Complexity ； Consumer ； Preference Conjoint Analysis

設計學報

24卷2期（2019 / 06 / 01）

49 - 69

繁體中文

產品造形特徵直接影響其視覺感知上的外觀複雜度，也間接牽動消費者的偏好和購買意願。本研究以電熱壺為例，除了探討影響產品視覺複雜度因子外，期能瞭解此等造形屬性與消費者偏好的關聯性。研究設計首先蒐集了56件國內、外市售電熱壺，以集群分析選定具代表性的四款商品作為實驗樣本，並經由形態分析描述具層級架構的特徵因子以界定屬性和水準；爾後，藉由3D模擬樣本調查受測者對產品造形的視覺複雜度與偏好，最終運用聯合分析求取各屬性、水準之成分效用值與相對重要性。研究結果顯示：視覺複雜度的相對重要性為外形45.45%、材料21.39%、顏色21.72%以及質感11.45%；而消費者偏好則為外形36.70%、材料22.13%、顏色29.67%以及質感11.50%。至於視覺複雜度與偏好的關聯性為負相關，說明低複雜度的產品造形較受消費者青睞；反之，屬高複雜度的產品，則較不為消費者所喜愛。因此，產品設計師可參酌本研究之量化分析數據，協助公司擬訂產品市場定位、造形意象、設計方針與行銷策略，有效提昇企業營運績效。

Product attributes directly influence the visual complexity of appearance, and indirectly affect the consumer preferences and purchase intention via the response of consumer's visual perception. This research chose electrical kettle from the electric appliance industry as an example, in a hope to understand the various factors affecting product visual complexity, and to explore its relationship with consumer preferences. This study began by exploring the relevant literature on product visual complexity and asked senior industrial designers to do a product grouping on the 56 electric kettle samples collected. Through cluster analysis, four typical products types were produced; furthermore, morphological analysis was used to describe those characteristic factors with hierarchical structure to define the product form attributes and standards. As for samples of products' overall outline constructed using 3D visual simulation, they were used to investigate the consumer's level of acceptance of the new product form preferences and complexity, while conjoint analysis was applied to obtain the part-worth and relative importance of each attribute and level. The research outcome shows that the relative importance of consumer's attribute preference was form 36.70%, material 22.13%, color 29.67%, and texture 11.50%; for visual complexity, form was 45.45%, material 21.39%, color 21.72%, and texture 11.45%. The correlation between product visual complexity and preference was a negative one, indicating a product with low visual complexity is more favorable among consumers, and a product with high degree of visual complexity is not welcomed. Such effective product design and development model can facilitate the planning department of a company in developing product positioning, market segmentation, marketing strategy, and effectively improve operational performance. Based on the study with understanding the product visual complexity on consumer preferences, designers can accurately manage the relative importance and part-worth of product's visual attributes and levels.

1. 方菁容, C. J.,衛萬里, W. L.(2008)。青少年對創意星座圖像設計之美感研究。設計學報，13(2)，51-68。
   連結：
2. 王明堂, M. T.,游萬來, M. L.,謝莉莉, L. L.(2008)。台灣電氣化炊飯器造形及功能的發展研究。設計學報，13(3)，1-21。
   連結：
3. 王藍亭, L. T.,李傳房, C. F.(2003)。類神經網路探討網頁視覺圖像複雜性偏好之研究。設計學報，8(2)，89-102。
   連結：
4. 張文智, W. C.,衛萬里, W. L.(2005)。應用聯合分析法於商標設計之最佳化研究－以羅昇企業設計個案為例。設計學報，10(4)，55-70。
   連結：
5. 莊明振, C. C.,陳俊智, M. C.(2006)。以行動電話為例探討灰色田口方法於產品美感品質最佳化設計之研究。設計學報，11(1)，65-84。
   連結：
6. 陳俊智, M. C.,莊明振, C. C.(2004)。產品形態特徵與構成關係影響消費者感性評價之研究－以水壺的設計為例。設計學報，9(3)，43-58。
   連結：
7. 陳華珠, J. H.,賴成鳳, C. F(2009)。西洋服裝形態分析應用－以文藝復興時期服裝為例。設計學報，14(1)，19-42。
   連結：
8. 彭淑芸, S. Y.,饒培倫, S. Y.,楊錦洲, C. C.(2004)。網路沉迷要素關連性模型之建構與分析。師大學報：人文與社會類，49(2)，67-84。
   連結：
9. 蕭坤安, K. A.(2006)。造形複雜度認知與視覺記憶關係之探討。設計學報，11(4)，99-112。
   連結：
10. (1991).IEEE Standard Glossary of Software Engineering Terminology.Piscataway, NJ:Institute of Electrical and Electronics Engineers.
11. Baxter, M.(1995).Product design.London:Chapman & Hall.
12. Berlyne, D. E.(1970).Novelty, complexity, and hedonic value.Perception and Psychophysics,8,279-286.
13. Birkhoof, G. D. (1933). Aesthetic measure. Cambridge, MA: Harvard University Press.
14. Blaich, Robert,Blaich, Janet(1993).Product design and corporate strategy – Managing the connection for competitive advantage.London:McGraw-Hill.
15. Chang, C. C.(2008).Factors influencing visual comfort appreciation of the product form of digital cameras.International Journal of Industrial Ergonomics,38,1007-1016.
16. Chang, C. C.,Wu J. C.(2009).The underlying factors dominating categorical perception of product form of mobile phones.International Journal of Industrial Ergonomics,39,667-680.
17. Chen, K.(1995).Chicago, Illinois,Illinois Institute of Technology.
18. Coates, D.(2003).Watches tell more than time: Product design, information and the quest for elegance.London:McGraw-Hill.
19. Crilly, N.,Moultrie, J.,Clarkson, P. J.(2004).Seeing things: Consumer response to the visual domain in product design.Design Studies,20,1-31.
20. Crozier, C.(1994).Manufactured pleasures: Psychological responses to design.Manchester:Manchester University Press.
21. Engel, J. F.,Blackwell, R. D.,Miniard, P. W.(2001).Consumer behavior.Orlando, FL:Harcourt College Publishers.
22. Green, P. E.,Krieger, A.(1991).Segmenting markets with conjoint analysis.Journal of Marketing,55,20-31.
23. Green, P. E.,Srinivasan, V.(1978).Conjoint analysis in consumer research: Issues and outlook.Journal of Consumer Research,5,103-123.
24. Hsu, Y.(2009).Visual complexity and emotional response for product form.Journal of Mingchi University of Technology,41(1),11-18.
25. Jones, J. C.(1980).Design methods-seeds of human future.New York, NY:John Wiley & Sons.
26. Ljungberg, L. Y.,Edwards, K. L.(2003).Design, materials selection and marketing of successful products.Materials & Design,24,519-529.
27. Luce, R. D.,Tukey, J. W.(1964).Simultaneous conjoint measurement: A new type of fundamental measurement.Journal of Mathematical Psychology,1,1-27.
28. Moore, W. L.,Louviere, J. J.,Verma, R.(1999).Using conjoint analysis to help design product platforms.Journal of Product Innovation Management,16(1),27-39.
29. Mowen, J. C.,Minor, M.(2001).Consumer behavior: A framework.Upper Saddle River, NJ:Prentice Hall International.
30. Reutterer, T.,Kotzab, H. W.(2000).The use of conjoint-analysis for measuring preferences in supply chain design.Industrial Marketing Management,29,27-35.
31. Roozenburg, N. F. M.,Eekels, J.(1995).Product design: Fundamentals and methods.New York, NY:John Wiley & Sons.
32. Tjalve, E.(1979).A short course in industrial design.London:Butterworth & Co Ltd..
33. Ulrich, K. T.,Eppinger, S. D.(2003).Product design and development.New York, NY:McGraw-Hill.
34. Wyner, G. A.(1992).Uses and limitations of conjoint analysis-Part II.Marketing Research,4,46-47.
35. Zinkhan, G. M.,Braunsberger, K.(2004).The complexity of consumers’ cognitive structures and its relevance to consumer behavior.Journal of Business Research,57,575-582.
36. Zuse, H.(1993).Criteria for program comprehension derived from software complexity metrics.Proceedings of the 2nd International Workshop on Software Comprehension,Capri, Italy:
37. 川田喜二郎(1986)。KJ 法－渾混談。東京=Tokyo:中央公論社=Chuokoron-Shinsha, Inc.。
38. 丘永福, Y. F.(1995).造形原理.台北市=Taipei:藝風堂=Yi Fong Tang Publisher.
39. 佐口七朗, Q.(1991).設計概論.台北市=Taipei:藝風堂=Yi Fong Tang Publisher.
40. 吳田瑜, T. Y.(2009)。台北市=Taipei, Taiwan，國立臺灣科技大學=National Taiwan University of Science and Technology。
41. 吳兆益, Z. Y.(1982)。台北市=Taipei, Taiwan，國立政治大學=National Chengchi University。
42. 呂清夫, C. F.(2003).造形原理.台北市=Taipei:雄獅圖書=Hsiung-Shih Artbook Company.
43. 林崇宏, C. H.(2004).造形基礎.台北市=Taipei:藝風堂=Yi Fong Tang Publisher.
44. 林登科, T. K.(2003)。台北市=Taipei, Taiwan，大同大學=Tatung University。
45. 施宏霖, H. L.(2002)。台南市 Tainan, Taiwan，國立成功大學=National Cheng Kung University。
46. 胡佑宗（譯）, Y. Z.(trans.),Bürdek, B. E.(1996).工業設計：產品造型的歷史、理論及實務.台北市=Taipei:亞太=Ya Tai Publisher.
47. 陳耀茂（編審）, Y. M. (Ed.),真城知己, S.(2006).聯合分析的 SPSS 使用手冊.台北市=Taipei:鼎茂圖書=Ting Mao Publisher.
48. 黃俊英, J. Y.(2000).多變量分析.台北市=Taipei:華泰文化=Hwa Tai Publishing.
49. 黃梓育, T. Y.(2005)。台北市=Taipei, Taiwan，國立臺灣科技大學=National Taiwan University of Science and Technology。
50. 衛萬里, W. L.(2006)。台北市=Taipei, Taiwan，國立臺灣科技大學=National Taiwan University of Science and Technology。
51. 蕭坤安, K. A.(2006)。台北市=Taipei, Taiwan，國立臺灣科技大學=National Taiwan University of Science and Technology。
52. 龍溪圖書編輯部（譯）,傑哈德．休佛雷, G.(2005).設計原理－從概念到產品成形.台北市=Taipei:龍溪圖書=Long Sea International Books.

1. (2024)。漢斯．韋格納中國椅系列座具造形風格之形態建構。設計學研究，27(1)，25-43。