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研究生： 葉育恩
Yeh, Yu-En
論文名稱： 產品外觀視覺設計 感性之研究
Kansei of Product Visual Design
指導教授： 謝孟達
Shieh, Meng-Dar
學位類別： 博士
Doctor
系所名稱： 規劃與設計學院 - 工業設計學系
Department of Industrial Design
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 117
中文關鍵詞： 感性工學 、運動鞋設計 、顏色偏好 、淨最小平方法 、倒傳遞類神經網路 、田口實驗設計
外文關鍵詞： Kansei Engineering, Sports Shoes Design, Color Appearance, Partial Least Squares, Back Propagation Network, Taguchi Experiments
相關次數： 點閱：98  下載：1 
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    • 運動鞋其功能主在增加運動表現及降低運動傷害，是結合運動科技及行銷手法而生產製造的流行性產品。早期台灣鞋業製造大都以代工為主，由於1960年代橡膠原料引進，加上勞資價格低廉及可靠的生產技術水平，讓台灣逐漸成為各大廠製鞋廠的研發設計中心，更一度成為運動鞋類的生產王國。然而今日消費者已不再單純使用產品，穿運動鞋已非只為了運動，消費者所需要的也不再僅限於運動鞋產品本身，更希望藉由挑選風格獨特兼具美感的運動鞋來彰顯自我個性與時尚品味的差異。
    本論文以運動鞋外觀造形及顏色組合變化為兩大探討議題，整合感性工學、實驗設計、田口實驗設計、主成分分析( PCA )、淨最小平方( PLS )及類神經網路(NN)等工具分別深入探討運動鞋造形組合及顏色變化與消費者情感反應的關聯性，透過量化分析以了解造形與顏色對消費者在運動鞋整體視覺外觀表現意象評估上所產生的影響與反應變化。研究結果發現，在運動鞋外觀造形結構變化上，鞋底乃影響本研究受測者對於運動鞋感性意象反應變化的最重要設計因子，而在重要因子挑選能力表現方面，PLS因為同時考慮到X與Y變數，因此在資料精簡上相較於PCA效能來的佳，而且接合PLS與NN為架構的預測模型正確率及效能也最佳。
    在顏色組合變化上，研究結果發現黑色仍是目前台灣地區最受歡迎的運動鞋顏色，而白色當副色時，受喜愛的程度較高。此外兼具流行現代感的顏色組和也較受到喜愛，此與台灣地區大都屬於都會生活容易受到外來文化潮流影響有關。在顏色數量設定上，以三色為主的運動鞋較受到消費者喜愛，研究結果發現受測者在運動鞋意象反映變化上同時受到造形與顏色兩交互作用影響，造形對於不同形容詞辨識度強於顏色變化，受測者目光接觸到運動鞋整體輪廓外觀時，便根據自身的經驗與認知快速對運動鞋進行風格歸類，此種現象在休閒形容詞表現上最為明顯強烈，這與本研究目標為運動鞋容易讓人產生休閒聯想有關。當造形相似或變化不大時，消費者對於運動鞋整體偏好將取決於顏色組合與位置配置變化上。

    Sports shoes are a classic example of the mass customization of popular products. They are also commercial products developed by combining sports technology and marketing stagy. Early shoe industry manufacturing in Taiwan primarily focused on OEM production. The introduction of rubber raw materials in the 1960s, cheap labor, and reliable production technology levels made Taiwan the research and development design center of major shoe manufacturers and the powerhouse of sports shoes production for a time. Today, however, consumers no longer simply use products, and sports shoes are not necessarily worn just for sports. Consumers require more than just the sports shoe product itself. Rather, consumers attempt to project individual personality and taste distinction by purchasing sports shoes with a unique aesthetic or external appearance.

    In this study Sports shoes form and color are the two main issue to be discussed, Kansei Engineering, Experiment Design, Partial least squares (PLS), ANN Network and some statistical tool were used to investigate to determine the correlation between the form and color schemes of the running shoes and consumer emotional responses. The result show that form of the sole is the most significant design factor affecting the emotional response of the consumer regarding the overall outer appearance of the running shoe, for the screening ability aspect because the PLS also considers the Y information variable and PLS-NN performance in training and validation is superior to PCA-NN. For color aspect of the sports shoes the study result show that Black would the most popular color for sports shoes for Taiwan University students and white as the secondary color was most preferred by the participants the secondary color area increased. The shoe with modern color scheme is also preferred by all. The participants clearly preferred 3-colors designs over 2-colors and 1 -color designs. The participants first categorized and identified with the overall shoe styles based on shoe shapes, and subsequently determined their preference for the selected shoes according to their color preference.

    TABLE OF CONTENTS 摘要........................................................I SUMMARY....................................................II 致謝......................................................III LIST OF TABLES............................................VII LIST OF FIGURES............................................IX CHAPTER 1 INTRODUCTION......................................1 1.1 RESEARCH BACKGROUND........................ ............1 1.2 FORM AND COLOR OF PRODUCT DESIGN........................2 1.3 RESEARCH OBJECTIVES AND LIMITATION......................4 1.3.1 Exploring the Relationship between Shoe Exterior Design Factors and The Emotional Response of Consumers......4 1.3.2 Investigate Consumer Psychology and Aesthetics in Relation to the Exterior Color Appearance of Sports Shoes...4 1.3.3 Integrated the Sensation of Form and Color Appearance of Sports Shoes Design......................................5 1.4 RESEARCH LIMITATION.....................................5 1.5 ORGANIZATION OF THE THESIS..............................5 CHAPTER 2 LITERATURE REVIEW.................................6 2.1 REVIEW OF KANSEI ENGINEERING............................6 2.2 RELATED LITERATURES WITH SPORTS SHOES DESIGN............8 2.3 RELATED LITERATURES WITH COLOR RESEARCH AND APPLICATION.9 CHAPTER 3 THEORETICAL BACKGROUND...........................11 3.1 INTRODUCTION...........................................11 3.2 PRINCIPAL COMPONENT ANALYSIS (PCA).....................11 3.3 PARTIAL LEAST SQUARES (PLS)............................13 3.4 BACK PROPAGATION NETWORK (BPN).........................15 3.5 DESIGN OF EXPERIMENTS (DOE)............................16 3.5.1 Taguchi Experiments..................................17 3.5.2 Random Experiment (Random Assignment)................18 CHAPTER 4 CASE STUDY AND ANALYSIS..........................20 4.1 EXPLORING THE RELATIONSHIP BETWEEN RUNNING SHOE EXTERIOR FORM AND CONSUMER AFFECTIVE RESPONSES USING PLS............20 4.1.1 Introduction.........................................20 4.1.2 Implementation Procedures............................20 4.1.3 Screening the Important Form Design Feature of Running Shoes......................................................28 4.2 CONSTRUCT A PLS NN-BASED PREDICTION MODEL FOR RUNNING SHOE EXTERIOR FORM DESIGN..................................34 4.2.1 Introduction.........................................34 4.2.2 Linear and Non-linear of Experiment Data.............35 4.2.3 Comparing the Performance of PCA-NN and PLS-NN Model.36 4.2.4 Searching the Optimal Combinations of Running Shoe Forms by Using Genetic Algorithms (GA).....................40 4.2.5 Model Validation.....................................43 4.2.6 Summary..............................................43 4.3 MEASURING THE PERCEPTIONS OF SHOE EXTERIOR COLOR IMAGES BY USING DESIGN EXPERIMENT.................................44 4.3.1 Introduction.........................................44 4.3.2 Implementation Process...............................44 4.3.3 Construction the Experiment Factors..................47 4.3.4 Questionnaire for Sport shoe Exterior Color Sample Images.....................................................52 4.3.5 Data Analysis........................................54 4.3.6 Summary..............................................60 4.4 A COMPARATIVE ANALYSIS OF PERCEPTUAL EVALUATIONS OF ATHLETIC SHOE EXTERIOR COLORS..............................61 4.4.1 Introduction.........................................61 4.4.2 The Evaluation Averages of Participant Profiles and Color Schemes..............................................61 4.4.3 Exploring the Relationship between Experiment Factors and Image Words............................................66 4.4.4 Exploring Perceptions of Sports Shoe Color Schemes According to Sex...........................................70 4.4.5 Exploring Influence and Correlations of Color Area and Color Quantity on the Preferences of the Participants......74 4.4.6 Response time and Observation Angle..................79 4.4.7 Summary..............................................80 4.5 SPORTS SHOES DESIGN GUIDELINES FOR BINTEGRATING THE ASPECTS OF FORM, SHAPE, AND COLOR..........................82 4.5.1 Introduction.........................................82 4.5.2 Implementation Procedures............................82 4.5.3 Analyzing the Influences of the Interactions between Forms and Colors on The Overall Evaluations of Sports Shoes......................................................85 4.5.4 Summary..............................................94 CHAPTER 5 CONCLUSION AND FUTURE RESEARCH...................95 REFERENCE..................................................99 APPENDIX A SHOE SAMPLE FOR FORM QUESTIONNAIRE.............106 APPENDIX B SHOE SAMPLES FOR SPORT SHOE COLOR SCHEME ADJEXTIVE AND PREFERENCE QUWSTIONNAIRE....................108 APPENDIX CTHE DELPHI PROGRAM FOR ADJECTIVE QUESTIONNAIRE INTERFACE.................................................113 APPENDIX D DATA SHEET OF ADJECTIVES SCORES................116 PUBLICATION...............................................117

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