A Consumer demand oriented study on mobile phones form perception design method
Aiming at the urgent needs of products perception design issues, this paper takes mobile phone as the research object and proposes a consumer preference-oriented design method of products form perception. This paper firstly picks out 11 representative mobile phone pictures by methods of multi-dimensional scaling analysis and cluster analysis. At the same time, 29 image senses words are screened out by locale investigation, questionnaire investigation, experts consultations and related selecting principles. A questionnaire is composed of the 11 representative mobile phone pictures and 29 image senses words. Then a survey is conducted through questionnaires in order to collect consumers evaluation data on the mobile phones, using Semantic Differential (SD) method. The data from questionnaires are analyzed by factor analysis method and they are extracted into 4 factors: the Temperament factor, the Identity factor, the Gender factor, and the Practicality factor. These four factors (including a total of 16 image senses words) make up of the Appraisal Scale of perceptions on products form. In the next step, multiple regression analysis is conducted to establish the relationship model between consumers preferences and perceptions of mobile phones form, as well as the relationship model between consumers purchasing desires and perceptions of mobile phones. The validities of these two models are proven by using another 6 pictures. After that, this study divides the form of a mobile phone into seven different parts as form design variables: the size of the screen, the size of the buttons, the maximum width of the phone body, the length of the phone body, the aspect ratio of the phone body, the top shape of the phone body and the bottom shape of the phone body. Finally, the relationship model between perception of mobile phone and design variables are established. Due to the differences in mobile phones forms, the models are respectively built, according to the different types of mobile phones. Another6 different mobile phones are picked out to prove the validity of the model. The results of the study will support mobile phone products form designers during the design process and can also indicate other products designers with methods of meeting consumers emotional demands.
Form perceptions Consumers preferences Form design variables
Fu Guo Jun Ma Yong Zhang Sen Li Chao chen
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
1-8
2009-08-09（万方平台首次上网日期，不代表论文的发表时间）