| Summary: | 碩士 === 國立臺灣科技大學 === 工程技術研究所設計學程 === 88 === Before companies introduce new products, they often need to conduct marketing research to understand consumer''s perceptions and preferences of the product among its competitors. In conducting these surveys, it is often infeasible to use the actual physical products as stimuli, not only because the large amount of time and budget required for such a study. Static pictures and, more recently, virtual products are often used in place of the actual products. Depending on how accurately design concepts or product features are captured bye the various presentation methods, the consumer'' perceptions and preferences of the virtual products might be different from those of the actual products. This research investigates how the results of product perception and preference analysis are influenced by the use of difference presentation methods.
In this research, cluster analysis is first conducted to determine the representative mobile phones. Next, an attribute-based survey is conducted to collect consumers'' perception of the stimuli. Four different presentation methods－static graphics, reduced graphics, computer graphics, and 360-degree virtual model－are included in this study. Four separate surveys, each comparing on presentation method to the use of actual physical models, are conducted. The results are analyzed by using multidimensional scaling methods and multivariate statistics methods.
The goal of this differential study is to provide companies an objective basis for the selection of presentation methods to communicate product concepts during product design and promotion.
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