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研究生：	梁靜謙 Liang, Ching-Chien
論文名稱：	感性評價與知覺價值之應用研究：以汽車內裝設計為例 Exploring the Application of Kansei Evaluation and Perceived Value Dimensions: A Case Study on Automotive Interior Design
指導教授：	陳國祥 Chen, Kuo-Hsiang 何俊亨 Ho, Chun-Heng
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：	2019
畢業學年度：	108
語文別：	英文
論文頁數：	72
中文關鍵詞：	感性工學、感性評價、知覺價值、感官經驗、汽車內裝設計
外文關鍵詞：	Kansei Engineering, Kansei Evaluation, Perceived Value, Sensory Experience, Automotive Interior Design
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摘要

汽車的發明，改變人類生活並成為重要的交通工具，隨製造技術演進，當代汽車發展不僅追求性能與動力，設計亦重視車輛使用者感性需求。汽車內裝設計與使用者的感性需求認同程度，未見前人加以探討，亦缺少相關審慎客觀的研究報導。
因此本研究根基感性工學理論，運用體驗與評價之實驗方式，建構汽車內裝設計之感性評估模式。實驗分為二個階段，體驗方面，以「感性評價」方法進行實車體驗，歸納出影響受測者對於內裝感受程度之具體設計元素；評價方面，以「知覺價值評價」方法進行訪談，歸納影響受測者在心理上對內裝設計價值感之因素，最終綜合及分析二個實驗結果，建構感性評估模式。
首先在「感性評價」實驗階段，邀請60位受測者，針對適用於內裝設計的8個感性語彙進行評量，利用數量化I類方法統計汽車內裝12個項目、40個類目的元素權重，結果顯示在「豪華的」、「有趣的」、「活潑的」、「動感的」、「精準的」、「科技的」感受上，皆是以「中控台造型」之偏相關係數最高，類目得點為「觸控式螢幕」；在「時尚的」感受上，其偏相關係數最高為「冷氣出風口顏色」，類目得點為「銀框+銀扇葉」；「休閒的」感受，偏相關係數最高為「中控台與飾板搭配材質」，類目得點為「塑料+仿木_柚木」。
接續在「知覺價值評價」實驗階段，訪談受測者並評量影響四個知覺價值構面的程度，並以因素分析方法萃取出九個因素，其中「科技的」和「豪華的」、「活潑的」和「休閒的」感受，各有四個因素相同，顯示對內裝設計感受上的相同性。
綜和二個實驗結果後，以影響受測者心理上的價值感因素，連結至具體內裝設計元素，建立關連性。其中之內裝感覺「有趣的」與「動感的」在「振奮品質」因素可對應5個設計元素；「活潑的」「休閒的」在「輕鬆自在」因素可對應4個設計元素；「科技的」「豪華的」在「奢華氣派」與「尊榮形象」因素中，可對應6個設計元素。
本研究運用感性工學理論方法，結合體驗與評價之實驗方式，建立汽車內裝設計感性評估模式，成果盼能拋磚引玉，提供相關領域設計師與研究人員，期使汽車內裝設計更符合使用者期待。

關鍵詞：感性工學，感性評價，知覺價值，感官經驗，汽車內裝設計

ABSTRACT

The invention of automobiles changed humans’ lives, and they became a major means of transport. With the evolution of manufacturing technologies, the contemporary automobile development not only pursues performance and power but also designs that value the sensible demands of car users. The identification level of automobiles’ interior designs to users’ sensible demands has not been discussed before, and related rigorous and objective studies or reports remain extremely rare.
Therefore, this study, based on the Kansei engineering theory, conducted experience and evaluation experiments to construct a sensible evaluation model for automobile interior design. The experiments were divided into two phases. For the experience aspect, “sensible evaluation” was used to evaluate the actual car experience and determine the concrete design elements that influenced the participants’ sensibility levels regarding interior designs. For the evaluation aspect, “perceptual value evaluation” was used through interviews, and the factors that influenced the participants’ psychological senses of value for the interior designs were determined. Finally, the results of the two experiments were combined and analyzed to construct a sensible evaluation model.
During the experimental phase of “sensory experience”, 60 participants were invited to evaluate interior designs targeting 8 sensible terms. Type I quantization was used to calculate the elemental weights of 12 items and 40 categories of automobile interior designs. The results indicated that for the terms “luxurious”, “interesting”, “vigorous”, “dynamic”, “precise”, and “technological”, the partial correlation coefficients for the “center console design” were the highest, and the highest category score was for “touchscreen”. For the term “fashionable”, the partial correlation coefficient for the “color of the air vent” was the highest, and the highest category score was for “silver frame + silver fan blade”. For the term “recreational”, the partial coefficient for “center console and door panel material” was the highest, and the category score was highest for “wood-plastic composite (teakwood)”.
During the experimental phase of “perceived value evaluation”, participants were interviewed, and the influence levels of four perceptual value dimensions were evaluated. Nine factors were extracted using factor analysis, and the terms “technological”, “luxurious”, “vigorous”, and “recreational” each had four identical factors, indicating the high homogeneity among feelings toward interior designs.
The results of the two experiments were combined. The factors that influenced the psychological senses of value of the participants were aligned with the concrete elements of the interior designs to establish their relevance. The terms “interesting” and “dynamic” used to describe interior designs could correspond to five design elements in the “excitement quality” factor category. The terms “vigorous” and “recreational” could correspond to four design elements in the “relaxing and comfort” factor category. The terms “technological” and “luxurious” could correspond to six design elements in the “luxury and splendor” and “esteemed image” factor categories. This study combined experience and evaluation methods to establish a sensible evaluation model for automobile interior designs. The results should provide useful information for designers and researchers in related fields to make the interior designs of automobiles better conform to users’ expectations.

Keywords: Kansei Engineering, Kansei Evaluation, Perceived Value, Sensory Experience, Automotive Interior Design

CONTENTS


ABSTRACT	I
ACKNOWLEGEMENT	IV
CONTENTS	V
LIST OF TABLES	VII
LIST OF FIGURES	VIII
CHAPTER 1　INTRODUCTION	1
1.1 Research Background and Motivation	1
1.2 Research Scope and Limitations	3
1.3 Research Process and Purpose	5
CHAPTER 2　LITERATURE REVIEW	8
2.1 Kansei Engineering	8
2.2 Automotive Interior	9
2.3 Sensory Experience 	11
2.3.1 Visual of Car Interior Kansei Design	13
2.3.2 Emotional Design on Psychological and Physiological Needs	16
2.3.3 Gestalt Psychology	17
2.3.4 Cognitive Psychology	18
2.4 Perceived value evaluation 	20
2.5 Quantification Method I Analysis	22
2.6 Summary	23
CHAPTER 3　EXPERIMENT 1: SENSORY EXPERIENCE	25
3.1 Experiment Design 	28
3.1.1 Kansei keyword selection	28
3.1.2 Vehicle sample selection 	28
   3.1.3 Expert interviews and interior component classification	31
3.1.4 Participant selection and analysis	36
3.2 Experiment Analysis and Statistics 	39
3.3 Summary	44
CHAPTER 4　EXPERIMENT 2: PERCEIVED VALUE EVALUATION	47
4.1 Experiment Design 	47
4.2 Experiment Analysis and Statistics	48
4.3 Summary	52
CHAPTER 5　CONCLUSIONS AND SUGGESTIONS	55
5.1 Conclusions	55
5.2 Suggestions 	56
5.3 Suggestions for Follow-up Research	57
REFERENCES	58
APPENDIX	63
LIST OF PUBLICATION	70 


 
LIST OF TABLES

Table 2.1   Relationship between R coefficient and reliability	23
Table 3.1   Cluster center value calculation	27
Table 3.2   Vehicle samples used in the Experiment 1	29
Table 3.3   The list of automotive experts	31
Table 3.4   Questionnaire interview record	32
Table 3.5   Automotive interior design classification	35
Table 3.6   Description of the participants	37
Table 3.7   Analysis of interior design items stratified by luxurious, interesting, fashionable, and vigorous.	40
Table 3.8   Keyword analysis: recreational, dynamic, precise, and technological.	42
Table 3.9   Category weights	46
Table 4.1   Exploratory factor analysis for the Quality dimension	48
Table 4.2   Exploratory factor analysis for the Emotion dimension	49
Table 4.3   Exploratory factor analysis for the Price dimension	50
Table 4.4   Exploratory factor analysis for the Society dimension	51
Table 4.5   Correlations among the experimental results	54


 
LIST OF FIGURES

Figure 1.1    Experimental procedures	7
Figure 2.1    Dashboard information architecture	14
Figure 2.2    Volvo V60 Plug-in Hybrid Instrument dashboard	15
Figure 2.3    Nissan 2011-2015 Juke inner door handle	16
Figure 2.4    Expanded Model of Customer Loyalty	21
Figure 2.5    Experimental description	24
Figure 3.1    Rating the keywords on a scale of 1 to 5 points	26
Figure 3.2    Keyword clustering	26
Figure 3.3    Interior design of sample models	30
Figure 3.4    Automotive interior space.	34
Figure 3.5    Touchscreen devices	44
Figure 3.6    Silver frames and silver fan blades	45
Figure 3.7    Plastic materials with imitation teakwood trims	45




                                    

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