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博碩士論文 etd-0131112-045700 詳細資訊
Title page for etd-0131112-045700
論文名稱
Title
簡約產品設計如何影響消費者回應
How Simple Product Design Affects Consumer Responses
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
134
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-06-20
繳交日期
Date of Submission
2012-01-31
關鍵字
Keywords
產品設計、種類多寡、滿意度、極大化者量表、功能、簡約設計
Simple design, Satisfaction, Product design, Assortment Size, Function, Maximizer Scale
統計
Statistics
本論文已被瀏覽 5725 次,被下載 354
The thesis/dissertation has been browsed 5725 times, has been downloaded 354 times.
中文摘要
產品設計影響消費者的生活中的許多層面,本研究利用質化與量化兩種方式,針對產品設計中,簡約設計的風格定義以及消費者如何回應做為目標。首先透過針對家居及數位產品雜誌進行內容分析,歸納並整理簡約設計的特色以及定義,進一步利用實驗設計找出消費者在心理與行為上的回應模式。在心理方面,觀察消費者對於簡約設計的產品外形,種類多寡以及功能資訊上,於期望值與滿意度之間,是否存在具體關聯,並加入消費者決策時不同的傾向(極大化者與滿意化者),最後進一步檢視於消費者行為面上之影響。

研究結果顯示,經過內容分析的歸納,我們整理出簡約設計大多需要具有以下要素:(1)單一色彩、(2)獨特個性、(3)造型俐落、(4)功能實用、(5)使用簡易、(6)搭配性高、(7)原始素材、(8)美感價值、(9)文化感受。於產品外形方面,消費者對於簡約設計存在相當程度的期待,於滿意度上還有成長的空間,其中在於吸引目光的程度,象徵獨特個性以及簡單易用上,是消費者滿意度落差最大之處。而在種類多寡方面,簡約設計在種類多時,形成較高的期望值,但於滿意度上,並不隨著過高的期望值而驟降,於總類多寡上無顯著差異,可延伸為未來產品研發的建議之一。於功能資訊上,是數位產品相當重要的因素,僅僅是簡約設計的外形對於滿意度的獲得相對有限。於行為回應上,滿意度與正面行為呈現正相關,同時對於商店的整體反應大於單一產品。於不同的決策傾向上,對於產品傳達的個性以及吸引目光的程度有顯著的不同,種類多寡也造成極大化者偏低的滿意度,而在功能資訊上無顯著結果。
Abstract
Product design affects many aspects of people’s life. This research use qualitative and quantitative methods, and focus on how simple design cause different consumer responses. First of all, we process a content analysis aiming for household and digital product, and then we conduct the definition and characteristics of simple design. Second, we use experimental design to figure out the pattern of consumer responses to product design both psychological and physical. For psychological responses, we observe the consumer expectation and satisfaction in product appearance, assortment size and functional information; we also exam the different decision making tendency (Maximizer & Satisficer) in consumer approach behavior.

According to our research, we conclude that the required elements of simple design are (1) Single Color, (2) Unique Personality, (3) Simple Shapes, (4) Practical Function, (5) Easy to Use, (6) Match, (7) Materials, (8) Aesthetics and (9) Culture & Emotion. For product external appearance, there is high expectation for simple design, and also satisfaction still has a big room to improve. To be more specific, in the aspects of attention drawing, unique symbol and ergonomic is the biggest gap between expectation and satisfaction. In the part of assortment size, simple design causes a higher expectation when the size is large. However, satisfaction did not drop as previous studies suggested, it remains indifferent which could be the suggestion for future product development. In function information, it plays a important role in digital product which means mainly simple designed appearance can only achieve limited benefits. In behavioral response, satisfaction and approach behavior have positive relation, and the responses of store are apparently stronger than the responses of single product. In different decision making tendency, product personality, attention drawing and assortment size are significant, but there is no clear result for function information.
目次 Table of Contents
Table of Contents
1. Introduction 1
1.1 Research Background 1
1.2 Research Objectives and Questions 3
1.3 Research Agenda 4
2. Literature Review 5
2.1 The Importance of Product Design 6
2.2 The Consumer Response toward Product Appearance 8
2.2.1 Cognitive Responses 9
2.2.2 Affective Responses 10
2.2.3 Behavioral Responses 10
2.3 The Relationship of Product Design and Consumer Satisfaction 12
2.3.1 Definition 12
2.3.2 Satisfaction Components 13
2.3.3 Satisfaction Measurement 17
2.3.4 Options and Consumer Expectation 19
2.3.5 Individual differences reflect in consumer responses 21
2.4 The Origin and development of Simple Design 24
2.4.1 Recent Development 24
2.4.2 Architecture 25
2.4.3 Furniture 26
3. Methodology 28
3.1 Research Structure 28
3.2 Research Hypothesis 30
3.3 Content Analysis 31
3.3.1 Identify the Question 32
3.3.2 Choose samples for analysis. 33
3.3.3 Identify analysis units 35
3.4 Experimental Design 37
3.4.1 Pretest 37
3.4.2 Design and Procedure 39
3.4.2.1 Study1. 39
3.4.2.2 Study2 42
3.4.2.3 Study3 45
3.4.3 Maximizer Scale 47
4. Data Analysis and Explanation 50
4.1 Content Analysis Result 50
4.2 Effective Sample Description 54
4.3 Result of Study1 55
4.4 Result of Study2 59
4.5 Result of Study3 62
4.6 Maximizer Scale Review 65
4.7 Hypothesis Overview 70
5. Conclusion 73
5.1 General Discussion 73
5.2 Managerial Implication 76
5.3 Limitation and Further Research 78
Reference 80
Appendix 1 86
Appendix 2 88
Appendix 3 103
Appendix 4 118
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