| Summary: | 博士 === 大同大學 === 設計科學研究所 === 102 === With the growing popularity of the Internet, there is no limit of time, space and distance in a survey through the web. And it is an urgent issue of marketing and design departments in enterprises to quickly grasp the consumer’s preferences and needs as well as the potential target user groups in the competitive market.
In buying SLR cameras, consumers often consider the appearance, function, color, brand preferences, acceptance of price and expect that the product can match their tastes. Designers and marketing personnel should take these factors in consideration at the design stage. In this study, five Japanese brands (NIKON, LUMIX, PENTAX, SONY, OLYMPUS) are investigated in terms of product form features, functions, color, and price acceptance. In addition to the 2-dimensional web-based survey, an eye tracking system is added in the study to investigate the consumer’s preferences. Through multivariate statistical analysis, the author attempts to reach the following goals.
(1) To identify digital cameras and prices consumers prefer from the major competition products.
(2) To conduct a t test to analyze the acceptable prices of major competition products.
(3) Combining the 2-dimensional analytical tool with eye tracking system to analyze the form features of major competition products that catch the consumer’s eyes.
(4) To clarify the functional needs consumers prefer from verbal descriptions and quantitative analysis.
(5) Introducing consumer behavior and preference survey in the website to compare and contrast the results of 2-dimensional analytical tool.
(6) To conduct a color preference study by Nikon J1 where consumer’s preference in colors are identified to avoid the cost problem of non-mainstream color of parts and inventory.
Results of this study demonstrate that, through the graphic and table output from interactive interface in the web-based 2-dimensional analytical tool and quantitative analysis, LUMIX is the major completion brand in five Japanese brands of DSLR cameras. From the combination of eye-tracking system and verbal descriptions of think aloud, it is found that areas of interest in LUMIX are the lens, the curvature handle, and curve above the lens. From the layers with and without product price information, it demonstrates that LUMIX is really a bargain to customers. From the verbal descriptions of subjects, three functions of LUMIX are significantly favored by the consumers, including “3D lens support”, “recording supports continuous auto focus”, and “iA intelligent scene mode”. Furthermore, color prefenece evaluations of different NIKON J1 indicates that there exist significant differences between male and female college students; male college students prefer red series while female college students prefer white series. In addition, the results of consumer purchasing behavior, color and function preferences obtained from the survey can be compared and contrasted with the result from the 2-dimensional analytical system. Such a study on the web-based 2-dimensional analytical tool are helpful for new product design and marketing in enterprises.
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