| Summary: | 碩士 === 國立成功大學 === 工業設計學系碩博士班 === 95 === The mobile phone which is consumption electronic product sells the all world and also closes to people in our daily life. In recent years the mobile phone already is not only the communication product. It transforms into the fashion consumable, individual status, and the symbol of esthetic sense.
Each place lifestyle in the cultural difference develops different appreciation standard and esthetic sense experience. The question which is worth to taking about the cultural difference affect on the consumer regarding the product feeling difference and preference difference.
Participants in this study were from four groups：1) Twenty Taiwan students from Cheng Kung University；2) Twenty China students from Tsinghua University；3) Twenty Japan students from Chiba University；4) Twenty Korea students from KAIST. Based on the Likert Scale method, it is proceeding as favorite test for the form and colour scheme of the mobile phone. Based on the Cultural Marker theory, the different culture participants can mark their preference of the mobile phone features. Than, the different culture participants use Grouping method for the mobile phone of Kansei images.
Results from the study indicated that culture affect consumer preference on the Asia Countries about Taiwan, China, Japan, and Korea. 1) Result of the favorite test indicated that the colour scheme more than the form of mobile phone has clearly difference. 2) Result of the product feature analysis, we find that all c ountries participants make the most of Function key’s form.
3) The words about Style and Individuality have clearly difference of Kansei evaluation in the different culture participants. 4) Results from Cluster Analysis, we find that Taiwan and China participants have similar views; Japan and Korea participants have similar views on Kansei images.
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