影響消費者愉悅情感之產品造形探討｜國立臺灣科技大學博碩士論文系統

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研究生：	吳田瑜 Tyan-Yu Wu
論文名稱：	影響消費者愉悅情感之產品造形探討 The effect of product forms on consumer’s pleasurable affection
指導教授：	張文智 Wen-Chih Chang
口試委員:	陳玲鈴 none 何明泉 none 莊明振 none 陳國祥 none 陳建雄 none
學位類別：	博士 Doctor
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：	英文
論文頁數：	168
中文關鍵詞：	產品造形、愉悅情感、愉悅產品、仿生造形、愉悅量表、仿生產品開發
外文關鍵詞：	Product forms, Pleasure, Pleasurable products, Bionic form, Scales, Bionic product development
相關次數：	點閱：620 下載：28
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現代消費者對產品品質的要求不斷的在提昇，附有愉悅情感的產品已經逐漸成為設計師在開發產品時必須考量的重點之一。為了有效的達到使用產品的目的，消費者認為日常生活用品，除了必須具備良好的基本機能、舒適的人體工學和人因介面考量之外，他們同時認為產品必須兼具有「情感」的功能。有鑑於此、如何開發具備有情感的產品以便在競爭劇烈的消費市場獲得消費者的青睞?針對此挑戰產品開發者認為其致勝的關鍵即是讓產品可以滿足消費者內心深層的渴望，並提供他們一個新的體驗，亦即讓消費者在使用產品的過程可以感受到愉快的使用經驗。
本研究的動機以消費者對愉悅產品的成長需求作為前提，希望透過系統式的探討來了解整個議題，研究過程大致可分成四個階段進行。第一階段先針對引發消費者愉悅情感的產品造形進行廣度的探討，以便深入了解影響消費者愉悅情感的產品造形之類型和特質。研究結果發現影響消費者愉悅情感的造形有五大類，這五類造形又可整理出14種特質。其中以產品美學造形及仿生造形具有較大的潛力來吸引消費者並產生愉悅情感的反應。另外發現不同屬性的產品會有不同的愉悅造形表達，例如高科技產品比較焦注在美學的造形表達力，餐具用品則強調仿生造形。第二階段針對愉悅情感的量測方法和工具作探討，進而建立一套具有信效度的消費者愉悅情感反應的量測工具，以作為下一階段實驗設計時之評估工具。研究結果選擇較為被廣泛運用和便利操作的量表作為工具、並進一步進行開發和驗證，研究結果發展出一套17項目問卷之產品愉悅情感量表，該量表主要含蓋有兩個主要因子：滿足感(Gratification)及愉悅感(Pleasure)，這兩個因子驗證Seligman等心理學家的論點，證明該量表具有適當的信效度。第三階段針對第一階段的結果，選擇其中比較具影響力的仿生造形作為繼續深入研究的主題，再進一步以實驗設計的方式深入了解仿生造形特徵對消費者愉悅情感的影響關係。研究結果發現受測者對具像的產品造形特徵比抽像的產品造形特徵所產生的愉悅情感反應較為強烈。另外亦發現在日常生活用品當中具有眼睛、嘴巴特徵的仿生造形具有較大的愉悅情感影響力。另外在性別差異方面，女性受測者對仿生造形所產生的愉悅情感反應給的分數在滿足感(Gratification)因子方面比男性給的分數高。最後第四階段延續第一、三階段的研究成果和參考文獻的探討，建立一個愉悅仿生造形的產品設計模式(PBPDM)，並透過工作坊的實務操作和實驗設計的方式驗證PBPDM在實務設計的效果。研究結果證實該設計模式在愉悅仿生造形之產品設計方面具有正面的效果。參與工作坊的受試者一致認為該設計模式，在進行構想展開階段時，使用『消費者考量意像板』及『仿生產品意像板』有助於了解消費者的心理期待及賦予產品造形意義的表達，換言之，使用意像板有助於實際掌握使用者心中對新產品造形的開發，亦即說明情感聯接模式(ELM)的運用有助於愉悅情感產品的設計。
整體而言，本研究各個階段的成果可以達成下列目的：1)可以協助設計師及相關人員全面性的了解愉悅產品的類型及其特質；2)本研究開發出的消費者愉悅情感的量測工具，有助於未來設計師及相關人員在評估消費者對產品的愉悅情感反應的程度大小之量測；3)有助於設計師或設計學生了解仿生造形如何影響消費者的愉悅情感及其可被運用的特徵元素；4)最後希望所建構的愉悅仿生造形設計模式可以提供設計師或學生在進行愉悅產品設計時之參考。

Consumers in the modern time eagerly demand product quality. Hence, extra pleasurable value has become a key design requirement during the product development stage. To achieve a pleasurable product, consumers prefer products that not only provide high functionality, ergonomic satisfaction, and smart interface design, but also pleasure benefits. In order to capture consumer attention and generate success in competitive markets, the product has to satisfy their desires and provide them with a novel product experience. In other words, a product should provide users with a pleasurable experience when using it.
The increasing demand for pleasurable products in today’s sophisticated consumer markets has motivated this study. This research uses a systematic method. It is divided into four parts. In the first section, consumer pleasures evoked by product appearance are investigated using a holistic research approach, in order to view the entire scope of pleasurable product forms. Primarily, the research focuses on the exploring types and characteristics of pleasurable product forms that evoke consumer pleasure. The results of the study showed that pleasurable products could be depicted using 14 characteristics that could be categorized into five types of pleasurable forms: Aesthetic, Bionic, Cultural, Novelty, and Ideo. Among the responses of the interviewees, those related to Aesthetic and Bionic forms were mentioned most frequently and thus, these forms were found to be the ones most likely to elicit consumer pleasure. It was found that the responses to hi-tech products tended to highlight characteristics related to the aesthetic type of pleasurable form, while the responses to kitchen products highlighted the Bionic form. In the second section, the relevant measurements and tools towards pleasure are discussed. A scale is then developed for assessment of pleasurable response towards product appearance. The scale was selected as a measuring tool to assess consumer pleasure in the experiment in the next section of this research. The scale contained 17 items regarding product pleasure, and was demonstrated to be reliable and valid. Two main factors, gratification and sensory pleasure, were extracted based on the results of the factor analysis. The third section of this dissertation focuses on the empirical study of bionic features, identified as one of the most affective forms in the first section of this research. An empirical experimental was conducted to assure the intensity of the pleasure response evoked from product with bionic features. The results demonstrated that participants have a greater pleasure response towards kitchen appliances with less abstract forms than those with more. It was also found that a bionic form which mimics human features, particularly using eyes and mouth as part of a product’s feature, may have a greater effect on consumer pleasure than those without. Further, female participants consistently tended to give higher scores to products enhanced with bionic feature than males did, particularly, when a focus on gratification concerns a kitchen appliances product. In the fourth and final section, based on the results of section 3 and the literature review, a Pleasurable Bionic Products Design Model (PBPDM) was developed. The model was tested through both a workshop and an experiment. The results demonstrated that the model is useful and effective in designing a pleasurable product. Particularly, ELM was found to be a valuable tool for inspiring lateral thinking when performing ideation towards pleasure. Moreover, practitioners commented that both the ‘user concerns board’ and ‘bionic image board’ were a valuable tool to communicate ideas and define design criteria, and further to develop concepts and forms. Discussions were held and suggestions received. It is hoped that the model can benefit designers in developing a pleasurable product in the future.
In sum, the following goals were attained through the research: 1) a holistic knowledge of types and characteristics of pleasurable products was acquired; 2) the development of a reliable scale provides designers and marketing staff with a tool to assess the intensity of consumer pleasure evoked by a given product’s appearance; 3) an empirical test was conducted to confirm the pleasure evoked through the bionic design of a product and its features; and 4) finally, a model for the development of a bionic product was developed to assist design students and designers when creating pleasurable products to evoke consumer pleasure.

論文摘要	I
Abstract	III
誌 謝	VI
Table of Contents	VII
List of Tables	XI
List of Figures 	XII

Chapter1 Introduction	1
1 Background	1
2 Research aim and objectives	4
3 Research methods and framework	4
3.1 Understanding a pleasurable product form	5
3.2 Creating a scale	6
3.3 Bionic feature as an example to enhance pleasure	7
3.4 Pleasurable product development	8
4 Research methods	9
5 Research limitations	12
6 Summary	13

Chapter 2 Emotion, Pleasure and Pleasurable Product	14
1 What is emotion?	14
2 What is pleasure?	16
3 Pleasurable product	18

Charpter3 Exploring the types and characteristics of pleasurable product forms	20
1 Introduction	20
1.1 Marketing trials	20
1.2 Theoretical research and emotional product conference	21
1.3 Product appearance as a vehicle to enhance pleasure	23
2 Human emotion and product emotion/ pleasure	24
2.1. Saligman, Ben-Shahar and Duncker’s happiness theories	24
2.2. Jordan’s theory	26
2.3. Norman’s theory	28
2.4. Desmet’s theory	28
2.5. Summary	29
3 Aims	31
4 Methods	32
4.1 Stimulus selection	32
4.2 In-depth interviews	34
4.3 Data analysis	35
4.4 Results and analysis	39
4.4.1 Five types of pleasurable form	39
4.4.2 Pleasurable form and product types	48
4.4.3 The ranking of pleasurable product forms	50
5 Conclusion	51

Charpter4 Developing a scale	53
1 Introduction	53
2 Types of emotion measures	54
2.1 Observer ratings of emotion (ORE)	54
2.2 Vocal measures of emotion (VME)	55
2.3 Facial measures of emotion (FME)	55
2.4 Autonomic measures of emotion (AME)	56
2.5 Brain-based measures of emotion (BME)	56
2.6 Self-reports of subjective experience (SRSE)	57
2.7 Emotion card	58
2.8 Linguistic approach	58
2.9 Summary	59
3 The reliability and validity of scaled measures	60
4 Developing a scale	61
5 Aims	62
6 Methods	62
6.1 Development of an initial item pool	62
6.1.1 The translation of Jordan’s questionnaire to Chinese version	62
6.1.2 The collection of students’ responses	63
6.1.3 Formulation of the initial item pool	64
6.2 Pretest	66
6.2.1 Subjects	66
6.2.2 Stimuli	66
6.2.3 Procedure	69
6.2.4 Results and discussion	69
6.2.5 Summary	71
6.3 Study 1 (Validity and reliability test)	71
6.3.1 Participants	71
6.3.2 Stimuli	72
6.3.3 Procedure	72
6.4 Study 2 (Repeated test)	73
6.5 Results and discussion	73
6.5.1 Construct validation: factor analysis	73
6.5.2 Predictive validation	77
6.5.3 Parallel validation	77
6.5.4 Cross validation	77
6.5.5 Reliability	78
7 The implications of the scale	81
8 Conclusions and suggestions	81

Chapter 5 Bionic Feature as a Vehicle to Enhance Pleasure	83
1 Introduction	83
2 Bionic form	84
2.1 Abstraction and less abstraction	85
2.2 Bionic form with facial features	86
2.3 Cartoon shapes	87
2.4 Bionic features in evoking consumer pleasure	88
3 Aims	89
4 Methods	89
4.1 Pretest	89
4.2 Experiment	93
4.2.1 Participants	93
4.2.2 Stimulus material	93
4.2.3 Procedures	94
5 Results	95
5.1 Factor analysis	95
5.2 Gender differences	97
5.3 ANOVA analysis	98
6 Discussion	100
7 The implications and suggestions	102
8 Conclusion	103

Chapter 6 Developing a Pleasurable Product: Bionic Design Approach	105
1 Introduction	105
2 Aims	106
3 Literature Review	106
3.1 Bionic form as a catalyst for the enhancement of pleasure	106
3.2 The manipulation of product form towards pleasure	107
3.3 Emotional appraisal theory	107
3.4 The development of pleasurable products	110
4 Pleasurable bionic product design model (PBPDM)	112
4.1 Understanding users	112
4.2 Collecting bionics images	113
4.3 Emotional Links- Ideation	114
4.4 Identifying optimal concepts	115
4.5 Detailed development	115
4.6 Production execution	116
5 Validity	116
5.1 Designing a pleasurable bionic product: workshop approach	116
5.2 Empirical test	122
5.2.1 Methods	122
5.2.2 Results	123
6 Discussions and suggestions	124
7 Conclusion	127

Chapter 7 General Conclusion	129
1 Contributions	129
1.1 Contribution to the understanding of pleasurable product forms (Part 1)	130
1.2 Contribution to the assessment of a consumer’s pleasure (Part 2)	131
1.3 Bionic feature as a vehicle to enhance pleasure (Part 3)	133
1.4 Developing a pleasurable product: bionic design approach (Part 4)	134
2 Future research	135

Appendixes	148
Personal Biography	165
Letter of Authority	168

                                

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