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題名：產品造形吸引力的評價準則與設計最佳化研究
作者：張華城
作者(外文)：Hua-Cheng Chang
校院名稱：國立成功大學
系所名稱：工業設計學系碩博士班
指導教授：賴新喜
學位類別：博士
出版日期：2005
主題關鍵詞：吸引力量表；感性工學；汽車；最佳化；造形吸引力；產品造形；Kansei Engineering；Attractiveness Scale；Passenger Car；Product Form；Form Attractiveness；Optimization
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　　造形吸引力是驅動消費者對產品喜愛與後續購買行為的重要觸媒。然而，造形設計師卻面臨著兩個主要的困難。首先，消費者對於產品造形吸引力的感知受到許多複雜的內在心理因素以及外在環境因素的影響，目前也缺乏能公允地評價產品造形吸引力的準則與工具，使得設計師提升吸引力的過程中缺乏明確的設計目標。再者，即使具備明確的吸引力的設計目標，不同的消費者之間對於同一個產品造形的評價也具有變動性。使得設計師很難在設計過程中就能瞭解設計的方向是否能滿足大部分目標消費者的偏好，而降低了設計工作的效能。
もも
　　為了突破這些障礙，本研究設定了兩個目的：(1) 辨識構成產品造形吸引力的潛在因素與結構，提供設計師明確的設計目標。(2) 發展一個著眼於造形吸引力的多目標最佳化設計方法，來確保造形的在複雜的設計目標下仍能對大部分目標消費者具有吸引力。本研究並透過房車造形吸引力的案例來驗證所發展的最佳化方法。對於第一個研究目的，是藉由發展產品造形吸引力量表的過程來辨識構成吸引力的因素，在檢測了這個量表的各項心理測量學指標已達標準後，五個潛在向度的造形吸引力因素結構被確立起來。這些潛在向度被引為後續造形最佳化的設計目標。而為了達到第二個目的，本研究所提的最佳化方法以「田口方法」為的骨幹，並引入「TOPSIS 演算法」以改進田口方法僅適於單目標最佳化的限制，使該最佳化方法具備處理「多目標最佳化問題」的能力。
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　　由驗證程序的結果發現，運用此最佳化方法所產生的房車造形相較於其他樣本確實具有較高的吸引力指數以及較低的評價變異性。本研究中所提的造形吸引力潛在向度的分析方法以及最佳化方法也可被推廣至其他產品的設計應用上。
　Form attractiveness plays a key role in determining consumer preference for a particular product. However, a designer generally encounters two major difficulties when attempting to enhance the attractiveness of a product’s form. Firstly, a consumer’s perception of a product’s form attractiveness is determined by many different intricate psychological and circumstantial factors. Unfortunately, however, today’s design evaluation instruments are incapable of providing objective assessments of product form attractiveness. Consequently, product form designers lack reliable indicators to guide their design efforts towards product forms which will satisfy consumers’ desires. Secondly, different consumers may view the same product form in a different way. As a result, it is difficult for a designer to ascertain the extent to which a design product is likely to satisfy the various form demands of its target consumers.
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　To overcome these two problems, the current study aims to: (1) identify the factors and latent dimensions which together define product form attractiveness in order to provide designers with unequivocal design targets, and (2) develop an optimization method for enhancing product form attractiveness in order to ensure that the generated product form will appeal to most of its target consumers even when the design targets are manifold. In attempting to satisfy the first aim, this study identifies the factors which define form attractiveness and develop a comprehensive model and a multiple-item evaluation scale with which to measure the attractiveness of a product’s form. Once the psychometric properties of the scale have been verified, a 5-factor model is established to provide a design target for form attractiveness. In addressing the second goal, this study develops an optimization method in which the TOPSIS algorithm is employed to expand the capabilities of the Taguchi method from a single-objective optimization approach to a multiple-objective approach. This study validates the proposed optimization method by considering the case study of a passenger car targeted at young consumers.
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　The results of the verification experiments confirm that the optimized design has a higher attractiveness in terms of each evaluation basis and receives a more consistent consumer evaluation than the non-optimized design. The procedure to identify the latent factors of product form attractiveness and the multiple-objective optimization method proposed in this study are straightforward to implement and provide an effective means of meeting consumer’s desires/needs for product form. Although this study takes the example of a passenger car for illustration and verification purposes, the proposed methodology is equally applicable to other consumer products.
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