The Relation between the Life style of Users and Their Preference to the Form of Digital Camera.
Lin, Shu Chun
|關鍵字:||造形偏好;生活形態;造形元素;市場區隔;感性工學;form preference;life style;form features;market segmentation;Kansei engineering|
As the technology of digital camera is now getting more and more mature, people will pay more and more attention on a digital camera’s appearance instead of its function; they’d like talking about its appearance and concerning about whether the appearance is suitable to himself/herself or not. Therefore, understanding the preference of users to the form of digital camera would be the most important mission at this moment for designers. However, most researches on digital cameras are still focus on the studies of the function, not on the appearance of digital cameras. It would be helpful to further explore peoples’ preference on a digital camera’s appearance besides its function. For this reason, this study has introduced the “form-preference” concept into the process of “marketing segmentation”. It is expected that the result of this research can provide more information than conventional way, not only on designing for usability but on designing for closely fitting users’ concerns, for digital camera product developers or designers. This study investigated the form-preference to digital camera of users in different market segments, the influence of form of digital camera on users’ feeling, and the critical form feature affecting users’ feeling and preference. We conducted a life style questionnaire, targeted at young people with age of 18-30 and living in Hsinchu area, as tool for marketing segmentation, firstly. Then, 24 photos of digital cameras were selected as test samples for collecting information of subjects’ feeling and preference. Through factor analysis and cluster analysis on the data of life style survey, five life style groups were identified. The difference of preference to digital cameras among the five groups were compared and analyzed. Finally, By adopting the preference information as dependent variable and form features of the 24 digital cameras as independent variables, a conjoint analysis were taken for each life style group to find the corresponding relationship between form features and its preference. This result could be served as useful reference on developing and designing new digital cameras.