| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 92 === Because of the steep competition in the automobile market, every company is looking for a solution to fulfill the customers’ desires and needs. How to speed up the product development process and facilitate designers in creating successful products in the market continues to be an important issue.
In this research, the relationship between concept/classical cars and affective responses are studied. Morphing techniques were used to generate some design stimuli with the image of current and concept/classical models. Through the survey and data analysis, the effect of morphing to changing impression was studied.
Based on the previous research by Wang (2003), the study of morphing stimuli focus on sporty and traditional images. By analyzing the stimuli with the multidimensional perceptual mapping techniques, this research found that affective impressions & aesthetic responses are related to both complexity of the morphed shape and the image quality. Besides, the usage of morphing concept/classic models could extend the range of current automobiles in the perceptual map, the more the difference between those concept/classic cars and existing cars, the obvious the extension of the range. The aesthetic responses were found to have similar results. Based on the findings, when developing new automobiles in the future, the elements of concept/classical models could be integrated into exiting styles to create automobiles that are both familiar and exciting.
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