A Consumer demand oriented study on videophones image model optimum design
This paper takes videophone as the research object and proposes a consumer preference-oriented design optimization method of products image sculpt. First, it picks out 10 representative videophone pictures by methods of multi-dimensional scaling and cluster analysis. At the same time, it extracts 33 appraisal words to describe consumers image semantic information by methods of the Semantic Differential. And 16 images appraisal words are finally chosen as videophone products appraisal scale by survey study and further analysis including item-total correlation analysis, one sample T test and factor structure analysis. And then it generalizes the feelings of overall impacts on customers preferences into three factors by factor analysis: the Evaluation factors, the Time factor, and the Structure factor. And it uses multiple regression analysis to establish the relationship model between customers preferences and the three factors, and also proves the validity of the model. Finally, this study divides the form of a videophone into five different parts as appearance design variables: telephone airframe, telephone receiver, display screen, digital keys, and function keys. According to the result of multiple regression analysis, the relationship model between consumers image semantic information and appearance design variables is gained. After that, this study develops 16 kinds of production combinations according to the appearance design variables using conjoint analysis. The subjects are told to sort these 16 production combinations by their preferences. As a result, the relative orders of importance of the appearance design variables are gained, and the utilities of appearance design variables are calculated. Then the model between customers preferences of videophone and design variables is established, as well as the finally optimal picture of videophone product is gained. The results from this study can assist product designers during the design process, and can also provide methods for other products designers.
Product Image Consumers preferences Optimum design
Fu Guo Lihuan Mu Tian Tian Wenqiang Lin Yong Zhang
Department of Management Science and Engineering, School of Business Administration, Northeastern University, Shenyang, China, PRC
国际会议
17th World Congress on Ergonomics(第十七届国际人类工效学大会)
北京
英文
1-9
2009-08-09（万方平台首次上网日期，不代表论文的发表时间）