研究生: |
徐崇展 Chung-Chan Hsu |
---|---|
論文名稱: |
汽車品牌造形與喜好關係之研究 Investigation of Average Shapes of Brand Automobiles |
指導教授: |
陳玲鈴
Lin Lin Chen |
口試委員: |
梁容輝
Rung-Huei Liang 鄭金典 Jin Dean Cheng |
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: | 2008 |
畢業學年度: | 96 |
語文別: | 中文 |
論文頁數: | 110 |
中文關鍵詞: | 品牌 、形變 、平均車形 、喜好程度 、Wundt curve |
外文關鍵詞: | Average automobile shape, Morphing, Brand, Preference, Wundt curve |
相關次數: | 點閱:281 下載:13 |
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本研究中希望能有效了解外觀造形變化程度與消費者喜好之關係,利用形變軟體製作品牌之平均車造形,再與品牌其他車款之造形做感性意象的調查,探討在消費者觀感下,對於同品牌汽車策略性的外觀變化與喜好程度的關係,希望能對同品牌汽車在設計上的不同進行喜好程度的研究,進而探討設計師眼中的喜好程度與消費者的關係。
研究發現喜好程度的曲線與Wundt curve(Berlyne 1971)相似,其中設計師對於概念車的外形喜好程度是大於一般消費者,而在部分視覺感官上的增加是有別於消費者的喜好,如:較為強的、動態、精緻、耀眼、舒適、現代、感性的外觀是消費者與設計師有相同喜好的取向,但程度上以設計師的範圍較大。所以,未來在汽車設計的過程能對此部份進行外觀視覺的重點。反觀簡潔-複雜、實在-誇張的外形,一般消費者皆於中間值有最大偏好,一般消費者傾向實在的外形;而設計師卻有較誇張的偏好。
This research seeks to understand the relationship between variations in product appearance and consumers’ preferences. Two automobile brands, BMW and Cadillac, are selected for investigation. The investigation began by computing the average automobile shape of a brand, by using image morphing and composition techniques. For each brand, a semantic differential study was then conducted by using the average automobile shape and representative car models as stimuli for two groups of participants – designers and general users – to understand their affective responses.
The results indicate that both designers and general users prefer automobile shapes exhibiting strong, dynamic, dazzling, comfortable, contemporary, and emotional images. The preference curves are similar to the Wundt curve proposed by Berlyne, where preferences are the strongest for automobiles that deviate from the average shape by a moderate amount. However, the designers showed preferences toward more innovative shapes, whereas, for general users, preferences quickly drop off for automobile shapes deviate too much from the average. For affective attributes such as “simple – complex” and “truthful –exaggerated”, general users prefer shapes near the average, whereas designers prefer more innovative shapes.
The research results empirically confirm the presence of the Wundt curve for the preferences towards automobile shapes, for a number of important affective attributes. In addition, the results highlight the different levels of tolerances for innovation shapes between designers and general users, which should be taken into account when proposing new automobile designs to the market.
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相關網站
1. EKLMN,[www.eklmn.ru/auto_moto/mercedes-benz_s-class_history]
2. CARNEWS,[www.e60.com]
3. Mercedes Benz SL,[http://www.merceds-benz.com/home/index.html]
4. BMW官方網站,[http://www.bmw.com.tw]
5. CADILLAC官方網站,[http://www.e-gm.com.tw/cadillac/index.asp]
6. 車天下,[http://auto.tom.com]