The Effect of Aesthetics Lifestyle on The Preference of Emotional Attributes Images - Using Particular Situation as Moderator Variable

• Main Authors: Yu-Hsiang Lin, 林煜翔
• Other Authors: Chin-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/74065281430160582313

碩士 === 中原大學 === 企業管理研究所 === 101 === In recently years, using images as the main interface of the social networking sites rising rapidly. Subverting the formerly text-based interface, image becomes the main transmission way of information. However, even the social networking sites of image-based interface are extending rapidly, there are still not a well-operated profit model for the executives nor an effective advertising strategy for advertisers. Therefore, how to let one particular image out of the image flow as well as inducing user’s preference is one of the purposes of all. According to the above-mentioned, this study takes the emotional attributes as the main variables, combing with aesthetics lifestyle variables, situational variables, and demographic variables hoping to explore the different preference of emotional attributes images toward different aesthetic clusters. This study also observed the effect on subject’s preference toward the images when different situations are given. First of all, dividing all the subjects into 4 aesthetics clusters, which are “Fashion Precursors”, “Arts Practitioners”, “Anime Otaku” and “The Minimalists”, then analyze the preference of each cluster. After summarizing the results of the study, three conclusions can be obtained. First, the Fashion Precursors have the higher preference toward the images of “elated happy” attributes. The Arts Practitioners have the higher preference toward the images of “placid calm” attributes. The Anime Otaku have the higher preference toward the images of “elated happy” attributes and the Minimalists have the higher preference toward the images of “placid calm” attributes. Second, all the clusters of aesthetics have the uniformly high-preference toward the images of “placid calm” attributes and have the uniformly low-preference on the “excited ebullient” as well as “tense jittery” attributes. Compared to the other three clusters, the Arts Practitioners have better resonance toward the images of “sad gloomy” attributes. Third, observing the influence of two particular situations, not a single cluster’s preference of images had significant changes. Nevertheless, compared to non-specific situations, the subjects under the situation of tenseness had increased the level of preference of the images that implied “placid calm” attributes. On the other hand, the subjects under the situation of relaxation had increased the level of preference of the images that implied “upset distressed” attributes.