在一般以功能為導向的運動器材消費上，高爾夫運動的推桿有較多外形上的變化可供消費者選擇。本研究嘗試探討當消費者在無法觸及這些球桿的情形下，是如何評斷這些商品？不同的消費者對於不同造形屬性的球桿的看法有何差異？這些問題不只關乎目前盛行的消費性電子商務，對於球桿的設計師也極其重要。 本研究選出具外觀差異的10 支推桿作為受測樣本，以多向度分析（multidimensional scaling analysis, MDS），探討不同分類族群之消費者，在瞄準、擊球面、表面處理、平衡、心理、造形這六個在推桿上的外觀特徵屬性上之偏好程度與其差異性。 研究結果顯示各分類族群彼此之間對於產品外觀屬性的感受與認知程度不同。消費者在推桿的選購上，並非僅與外觀特徵因素有關而已，尚包含外觀所衍生的象徵意義與產品社會性價值等考量。

Instead of the benefits from material innovation and human factor performance, golf putters are designed with significant consideration in their appearance. This study focuses on the consumers’ preference to the appearance of golf putter, with a view to exploring the interrelation between the consumers’ attributions and the features of appearance of golf putter. The results are expected to establish a framework for the design strategy of golf putters. The appearance of golf putters is represented in terms of six features: aim, face, surface, balance, psychology, and shape. Ten samples of putters are selected and then reviewed on the basis of the six characteristics by 127 consumers whose attributions are representive including the gender, the experience in playing golf, the age, and the background in design. The variety in preference is then analyzed by multi-dimensional scaling analysis. Results of MDS showing the preference distribution allow us to find difference preference determinants amongst the groups with different attributions. In other words, the consumers with different attributions present different ways in determining their preference. Finally, even given putters with a strong image in functionality, the results indicate that symbolic meaning plays an important role in determining the purchase willing.