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題名：以網路二維式尺度分析工具進行產品設計與行銷之研究
作者：黃士嚴
作者(外文)：Shih-Yen Huang
校院名稱：大同大學
系所名稱：設計科學研究所
指導教授：林季雄
學位類別：博士
出版日期：2014
主題關鍵詞：網路技術；市場區隔；目標族群偏好；價格接受度；眼球追蹤；target group preference；product segmentation；website technique；acceptance of price；eye tracking
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隨著網際網路的普及與日益成長，網路調查可以不受時間、空間與距離影響，如何快速掌握市場競爭產品的消費者偏好與潛在目標消費族群，開發新產品於市場中並掌握目標族群偏好與需求，是各大企業行銷與設計部門急需面對的課題。
消費者選購單眼數位相機時，通常會以外觀造型、功能、價格接受度、色彩偏好為購買評估條件並期望拿出產品使用時能展現個人品味，這些因素對設計師與行銷人員而言；都應該在產品設計階段加以注意與考量。本研究針對國內單眼數位相機市場販售之日系五大廠牌(NIKON、LUMIX、PENTAX、SONY、OLYMPUS)產品外觀造型特徵、功能、價格接受度與色彩等，以二維式尺度分析工具結合眼球追蹤儀進行消費者偏好調查，透過多變量統計分析進行以下相關研究：
1.進行主要競爭產品篩選，找出消費者偏好的機種與訂價。
2.進行主要競爭產品訂價接受度t檢定分析。
3.在二維式尺度分析工具調查中結合眼球追蹤儀，分析吸引消費者之主要競爭產品外觀造型細節特徵。
4.配合功能項目偏好之口語記錄與量化分析，找出主要競爭產品消費者偏好之功能需求。
5.在問卷網頁導入消費行為與偏好調查，其分析結果與二維式尺度分析工具之主要競爭產品偏好進行相互驗證。
6.以Nikon J1進行五種不同色系偏好調查，找出消費者偏好之色系，避免非主流色系之零件備料與庫存所產生成本問題。
調查結果發現；透過網路二維式尺度分析工具圖表輸出操作介面與量化分析可知日系五大廠牌主要競爭產品為LUMIX，結合眼球追蹤儀與口語記錄分析發現，LUMIX在鏡頭、握把圓弧造型、鏡頭上方拱型可視為視覺吸引力區域。透過無價格與有價格顯示圖層X軸座標值進行訂價策略分析，可瞭解LUMIX價格消費者感覺為物超所值。透過功能項目口語分析可知，LUMIX在支援3D鏡頭、錄影時支援連續對焦、擁有iA智慧型場景模式，可視為消費者最為重視的功能項目。透過網路分析工具圖表輸出操作介面之目標族群設定發現，男性大學生對NIKON J1偏好紅色系、女性大學生偏好白色系，兩目標族群對色系偏好是有差異的。另外，在網路分析工具問卷區設定之消費者購買行為、色彩偏好、功能偏好調查分析結果，可與二維式尺度分析圖表進行交互驗證。上述網路二維式尺度分析工具在單眼數位相機之研究對企業未來進行新產品設計與行銷上將有所助益。
With the growing popularity of the Internet, there is no limit of time, space and distance in a survey through the web. And it is an urgent issue of marketing and design departments in enterprises to quickly grasp the consumer’s preferences and needs as well as the potential target user groups in the competitive market.
In buying SLR cameras, consumers often consider the appearance, function, color, brand preferences, acceptance of price and expect that the product can match their tastes. Designers and marketing personnel should take these factors in consideration at the design stage. In this study, five Japanese brands (NIKON, LUMIX, PENTAX, SONY, OLYMPUS) are investigated in terms of product form features, functions, color, and price acceptance. In addition to the 2-dimensional web-based survey, an eye tracking system is added in the study to investigate the consumer’s preferences. Through multivariate statistical analysis, the author attempts to reach the following goals.
(1) To identify digital cameras and prices consumers prefer from the major competition products.
(2) To conduct a t test to analyze the acceptable prices of major competition products.
(3) Combining the 2-dimensional analytical tool with eye tracking system to analyze the form features of major competition products that catch the consumer’s eyes.
(4) To clarify the functional needs consumers prefer from verbal descriptions and quantitative analysis.
(5) Introducing consumer behavior and preference survey in the website to compare and contrast the results of 2-dimensional analytical tool.
(6) To conduct a color preference study by Nikon J1 where consumer’s preference in colors are identified to avoid the cost problem of non-mainstream color of parts and inventory.
Results of this study demonstrate that, through the graphic and table output from interactive interface in the web-based 2-dimensional analytical tool and quantitative analysis, LUMIX is the major completion brand in five Japanese brands of DSLR cameras. From the combination of eye-tracking system and verbal descriptions of think aloud, it is found that areas of interest in LUMIX are the lens, the curvature handle, and curve above the lens. From the layers with and without product price information, it demonstrates that LUMIX is really a bargain to customers. From the verbal descriptions of subjects, three functions of LUMIX are significantly favored by the consumers, including “3D lens support”, “recording supports continuous auto focus”, and “iA intelligent scene mode”. Furthermore, color prefenece evaluations of different NIKON J1 indicates that there exist significant differences between male and female college students; male college students prefer red series while female college students prefer white series. In addition, the results of consumer purchasing behavior, color and function preferences obtained from the survey can be compared and contrasted with the result from the 2-dimensional analytical system. Such a study on the web-based 2-dimensional analytical tool are helpful for new product design and marketing in enterprises.
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