數位相機造形偏好與使用者生活型態相關性研究

Abstract

今日，數位相機在技術逐漸成熟的情況下，人們漸漸將關注的焦點從相機的功能轉到相機的外形。因此，瞭解消費者對產品形態的偏好，便成為設計師刻不容緩的任務。然而目前對數位相機使用者的研究，主要還是停留在對功能需要的偏好，缺乏對產品造形的探討，因此，本研究主張在產品「市場區隔」時，便導入造形偏好的概念，除了功能需求外，進一步探討數位相機造形的偏好。本研究認為這將會比傳統僅僅瞭解使用者的功能需求，提供更多產品開發的資訊，將會更加貼近消費者的思維。 本研究主要探討不同市場區隔之消費者，對數位相機外觀造形的偏好，了解產品造形對人們心理感受的影響，得知消費者偏好造形所應對的設計因素，作為產品開發設計的參考。本研究利用生活型態問卷做為區隔工具，針對新竹地區18-30歲年輕人蒐集生活型態資料，同時透過24個數位相機樣本圖片收集偏好資料，然後使用次數分析、敘述統計分析、因素分析、集群分析及單因子多變量分析等統計方法解析資料；同時針對數位相機做型態分析，獲得8類目24項目的型態特徵，並進一步針對偏好做數量化Ⅰ類分析。最終獲得五群生活型態族群，及各族群之數位相機偏好與其偏好特徵。

As the technology of digital camera is now getting more and more mature, people will pay more and more attention on a digital camera’s appearance instead of its function; they’d like talking about its appearance and concerning about whether the appearance is suitable to himself/herself or not. Therefore, understanding the preference of users to the form of digital camera would be the most important mission at this moment for designers. However, most researches on digital cameras are still focus on the studies of the function, not on the appearance of digital cameras. It would be helpful to further explore peoples’ preference on a digital camera’s appearance besides its function. For this reason, this study has introduced the “form-preference” concept into the process of “marketing segmentation”. It is expected that the result of this research can provide more information than conventional way, not only on designing for usability but on designing for closely fitting users’ concerns, for digital camera product developers or designers. This study investigated the form-preference to digital camera of users in different market segments, the influence of form of digital camera on users’ feeling, and the critical form feature affecting users’ feeling and preference. We conducted a life style questionnaire, targeted at young people with age of 18-30 and living in Hsinchu area, as tool for marketing segmentation, firstly. Then, 24 photos of digital cameras were selected as test samples for collecting information of subjects’ feeling and preference. Through factor analysis and cluster analysis on the data of life style survey, five life style groups were identified. The difference of preference to digital cameras among the five groups were compared and analyzed. Finally, By adopting the preference information as dependent variable and form features of the 24 digital cameras as independent variables, a conjoint analysis were taken for each life style group to find the corresponding relationship between form features and its preference. This result could be served as useful reference on developing and designing new digital cameras.