Use aesthetic measure? ?to? ?analyze? ?the consumer preference model of product forms? ?

  • 田 章辰

Student thesis: Master's Thesis


As product technological developments advance rapidly products in the same category when being manufactured by different companies may seem to consumers that their functional performance is largely identical but with minor differences For consumers the essential physical functions of a product are no longer the decisive factor that attracts them to buy As for further product aesthetic demands the average product aesthetic perception has in general reached a certain level as well due to people's emphasis on appearance designs nowadays How do designers overcome the hurdle and design products which strike a chord with consumers? This depends on the introduction of design differentiation which can attract consumers of different aesthetic perceptions or different tastes Therefore it has already become an important procedure in the design process to fulfill the task of mastering the exact aesthetic tastes of people from different groups It is therefore contemplated in this research that consumers have a fixed preference model for the preferred product forms If the preference model of various aesthetic groups can be analyzed designers can find out quickly whether the form designs which are generated satisfy the target group or not The factor of form which is the major factor composes product styles was selected as the major target in this research for the investigation of consumer preferences and a variety of vases have been selected as the samples for the investigation of forms The aesthetic principles which are applicable to vases have been firstly screened out and these principles are composed of Symmetry Minimalist and Cohesion Via the calculation by objective quantization on the evaluation model of aesthetic measures the different values of Symmetry Minimalist and Cohesion that are presented by different vases can serve as different attributes and levels which compose the vase forms These attributes and levels can be further combined with consumer preferences for a conjoint analysis and the researchers can determine the aesthetic values which are emphasized by each subject Based on the two indexes of Pearson’s R and Kendall’s tau in the conjoint analysis it has also been verified that the subjects indeed possess an established preference model when choosing the preferred vases Followed by this finding the concept of market segmentation was utilized to divide the subjects into six groups with different aesthetic perceptions based on the differences in the part-worth utilities perceived by the subjects on the three types of aesthetic principles The result was further utilized to construct the figures of the form preference models of each group With the figures of preference models the preference values of vase forms which have been designed can be detected in different group’s view with the thinking of reversed engineering This approach can also be applied to the form design and renovation and provides the modification of form designs with the right direction and a correct basis In the final portion of this research a vase with an ordinary preference to the target group was selected for the case study It has been adjusted and modified in the direction of the group's most preferred aesthetic values and finally became a vase which caters more to the target group's preference
Date of Award2014 Sep 2
Original languageEnglish
SupervisorShih-Wen Hsiao (Supervisor)

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