Extraction of product form features critical to determining consumers' perceptions of product image using a numerical definition-based systematic approach
Extraction of product form features critical to determining consumers' perceptions of product image using a numerical definition-based systematic approach
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DOI：
10.1016/j.ergon.2008.04.007
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发表时间：
2009-01-01
影响因子：
3.1
通讯作者：
Chang, Yu-Ming
中科院分区：
文献类型：
--
作者：
Chen, Hung-Yuan;Chang, Yu-Ming
产品所投射的形象在很大程度上取决于它的物理形态。从直觉上看，推测消费者对产品的心理反应是由产品形态的某些关键特征决定的，似乎是合理的。对产品形态进行准确的定义，不仅能够明确地描述产品的形态，而且为探索产品的特定形态特征与相应的消费者反应之间的相关性提供了便利的基础。因此，本研究采用基于数值定义的系统化方法(NDSA)来生成产品形态的明确数值定义，然后进行一系列评估试验，以建立产品形态特征与消费者对产品形象的感知之间的相关性。评估试验的结果被用来构建能够预测消费者对根据数字产品形态定义设计的任何产品形态的可能反应的数学模型。此外，评估数据使得能够确定关键设计变量和关键设计特征，从而可以提高设计过程在创造更符合消费者的产品形象期望的产品方面的效率。以刀形为例说明了该方法的可行性。与行业相关：本研究提出了一种基于数值定义的设计方法，用于从产品的通用形状特征中提取产品的关键形状特征。建议的方法不仅解决了现有感性工学技术的局限性，提供了生成明确的产品形式定义的方法，而且还帮助工业设计师全面理解特定形式的产品在消费者中所引起的情感反应。因此，建议的方法增强了设计师开发产品形式的能力，这些产品形式更符合消费者的产品形象期望，因此更有可能实现商业成功。皇冠版权所有(C)2008由爱思唯尔出版。保留所有权利。
The image projected by a product depends to a large extent upon its physical form. Intuitively, it seems reasonable to speculate that a consumer's psychological response to a product is dominated by certain critical features of the product form. Establishing a precise definition of a product's form not only enables the form of the product to be explicitly described, but also provides a convenient basis for exploring the correlation between the product's specific form features and the corresponding consumer response. Accordingly, this study employs a numerical definition-based systematic approach (NDSA) to generate an explicit numerical definition of the product form, and then performs a series of evaluation trials to establish the correlation between the product form features and the consumers' perceptions of the product image. The results of the evaluation trials are used to construct mathematical models capable of predicting the likely consumer response to any product form designed in accordance with the numerical product form definition. Furthermore, the evaluation data enable the critical design variables and critical design features to be determined such that the efficacy of the design process in creating products which better meet the product image aspirations of the consumers can be improved. The feasibility of the proposed NDSA-based approach is demonstrated using the example of a knife form for illustration purposes.Relevance to industry: This study presents a numerical definition-based design approach for extracting the critical form features of a product from its generic form features. The proposed approach not only addresses the limitations of existing Kansei Engineering techniques by providing the means to generate explicit product form definitions, but also assists industrial designers in developing a comprehensive understanding of the emotional response induced in consumers by products of particular forms. The proposed method thus enhances the ability of designers to develop product forms which more closely match the consumers' product image expectations and are therefore more likely to achieve commercial success. Crown Copyright (C) 2008 Published by Elsevier B.V. All rights reserved.