The Effects of Product Appearance Design on Customers` Preferances －Take Cell Phones with Cameras as Example

• Main Authors: Kao-Wei-Ming, 高偉珉
• Other Authors: Wang-JIAN-HUA
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/53607251481454223696

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 98 === Bloch (1995) has proposed that the product design`s aesthetic causes effects on customers`cognition, their attitude and preferences to the product and,in the end,their behaviors of consumption.But until now,the effects which customers’ cognition brought on product appearance design and on customers` preferences have not been verified by prior researches.To fulfill these deficiencies, this research took cell phones equipped with camera as example,aiming to investigate the direct effects of product appearance design on customers` preferences,the role of consumer ’s cognition, the path of product design in consumer’s cognition,and the effects that demographic elements caused. Through reviewing prior literature, product design was defined by three categories: appearance,color,and texture.This research took elements of consumer’s cognition (including involvement and need of cognition) as the first group of variables and consumer’s demographic variables(including education,gender,and annual revenue of the family) as the second, from which,seven hypotheses were derived. Through the testing of hypotheses, this study explored the effects that product appearance design causes on customers` preferences.The research data were collected through questionnaire in two phases. The first phase of questionnaire was to define the elements extracted from cell phones in present market in Taiwan with factor analysis. With the results from the first phase, in the second stage, this research surveyed the design elements and customers’ cognition in order to explore customers’ preferences. Finally, this research compared the design elements of cell phones in present market to the results from this study in order to understand how the results corresponded to the market.