研究生: |
吳宏榤 WU HUNG-CHIEH |
---|---|
論文名稱: |
具設計背景與非設計背景產品開發人員之產品意象與特徵認知差異探討 A Comparison of the design background and non-design background in cognition difference between Product Image and Form Features |
指導教授: |
張文智
Wen-Chih Chang |
口試委員: |
衛萬里
none 陳建雄 Chien-Hsiung Chen |
學位類別: |
碩士 Master |
系所名稱: |
設計學院 - 設計系 Department of Design |
論文出版年: | 2009 |
畢業學年度: | 97 |
語文別: | 中文 |
論文頁數: | 120 |
中文關鍵詞: | 產品意象 、造形特徵 、認知差異 |
外文關鍵詞: | Product image, Form feature, Cognitive difference |
相關次數: | 點閱:231 下載:7 |
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現今在競爭激烈的消費性市場,企業所要面對的不再只是如何製造一項優良產品的考驗,而更須明確地掌握消費者內心的感受與需求
,然而在實務上產品開發是經由不同專業人員所共創之成果,因此藉由探討具設計背景及非設計背景產品開發人員對於產品意象與造形特徵認知差異性,以期能取得兩群產品開發人員對於各產品系列所應呈現之產品意象與造型特徵因子,進而與具設計背景及非設計背景開發人員經過二階段訪談與調查,其研究果顯示:
1.華碩電腦智慧型行動電話產品系列依性別傾向、價格區間、生活核心、工作經驗、新產品接受度、科技應用偏好等生活型態特質將族群區分P3、P5、P7系列,在產品規格、介面及售價均區隔其相對位置,同時進而影響產品呈現的意象,並具體以不同的造形特徵吸引族群以作為市場區隔的差異性。
2. 本次研究所調查項目為三個產品系列(P3、5、7系列),及每個系列均有三個項目(形態建構、色彩意象、質感處理),並取得產品系列在各項目訴求意象之具代表性樣本及非代表性樣本,且其認知上並無顯著差異性,故所得之特徵因子可為後續產品開發上,提供兩群不同專業人員具有共識性的溝通平台。
3. 綜觀認知差異性項目其形態建構對於兩群受測者在認知觀點上較不易產生落差,故在各系列認知項目上僅具一個顯著差異性項目存在於P7系列;然而在色彩意象具七個顯著差異性項目存在於P3、5、7系列及質感處理具在五個顯著差異性項目存在於P3、7系列,故其色彩意象及質感處理在認知上易產生顯著性落差。
本研究主要針對兩群產品開發人員對於所訴求族群所應呈現之產品意象與造形特徵認知個層面進行探討,以期能在實務產品開發上對於產品意象與造形特徵認知提供參考,以增進兩群產品開發人員相互認知觀點及減少落差。
In today's highly competitive consumer market, enterprises have to face is no just about how to make qualify products, but consumers need to grasp a clear inner feelings and needs, but in practice by the different product developer to create the results, so a design by exploring the design background and non-design background of product developer product image and form feature of cognitive differences, in order to obtain two groups of product development for the product line to be a product image and form factor, and with a design background and context of the development of non-design staff after two-stage interviews and surveys, research results show:
1.The ASUSTek intelligent smartphone product line according to sexual orientation, price range, the core of life, work experience, acceptance of new products, technology application, lifestyle preferences, such as the distinction between the characteristics of the user groups P3, P5, P7 series, in the product specifications, interfaces and selling prices are set to separate their relative position, at the same time to show the impact of the imagery products, and specific characteristics in order to attract different ethnic groups of the form of market segmentation as the difference.
2.The research for the three product lines (P3, 5,7 series), and each series has three projects (construction of form, color image, texture processing), and products made in the image of a project demands representative sample and non-representative sample, and the perception there is no significant difference, the factor can be derived from the characteristics of product development for follow-up to provide two groups of professionals with a consensus of different communication platforms.
3.Looking at differences in cognitive form of construction projects for the two groups of subjects in the cognitive point of view more difficult to have a gap, the cognitive items in the series with only one item of significant differences exist in the P7 series; However, in the color image of the seven significant differences exist in the project P3, 5,7 series and texture to deal with significant differences in five items found in P3, 7 series, so its color and texture imagery in cognitive processing have a significant gap easily.
This study, two groups of products aimed at developers for the demands of ethnic groups to be a form of product image and characteristics of cognitive levels to explore with a view to product development in practice on the product image and form characteristics of cognitive reference, so as to enhance the two groups product development point of view of mutual understanding and reduce the gap.
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