近年來國內大型重型機車風氣盛行，國內廠商亦開始開發旗下品牌的高階車款，除了國內常見的速可達(Scooter)及街車(Naked Bike)外，跑車(Supersport)亦越來越受歡迎。跑車是最接近賽車的車款，代表的是一間廠商科技、技術及設計甚至品牌的代表。然而跑車除了強勁的性能表現外，其外觀更是扮演非常重要的角色。本研究以市售之超級跑車為案例，探討其造型特徵與產品意象之關聯，以便設計師在設計時做決策參考。
研究方法及步驟如下，第一階段：大量蒐集全球各大車廠近十年與最新之超級跑車，並依專家諮詢篩選，最後共計24款作為本研究之樣本。第二階段：依據專家諮詢，將跑車依照型態分析法拆解為11個設計元素，並將24個樣本以此11個設計元素去分析歸類與進行編碼。第三階段：蒐集大量成對形容詞語彙組，並請焦點團體以KJ法篩選出適合形容機車超級跑車的形容詞語彙組作為產品意象，共計獲得8組成對形容詞語彙以放入問卷，搭配樣本進行李克特量表問卷對車迷與非車迷進行調查。第四階段：將第三階段問卷回收之各樣本產品意象分數與第二階段獲得之樣本編碼進行數量化I類分析，以得出此11個設計特徵及子設計特徵的重要性排序。
分析後發現對車迷而言設計配件如排氣管、後照鏡為重要影響因子，對非車迷而言車燈配置與輪拱走勢等整體性的設計特徵是重要的影響因子。而對所有受測者而言，輪拱走勢、頭燈組配置與車尾走勢等影響整體造型且較難改裝的設計特徵影響最多。故設計師可在這些設計特徵多加留意。除此之外，觀察整體的分析結果可發現，「頭燈組配置」與「輪拱走勢」為最常出現的關鍵設計特徵，故設計師在開發車款時對此二設計特徵宜多加留意可較容易營造出目標產品意象。
本研究成果探討出影響超級跑車產品意象的產品特徵，而研究中亦探討在各設計特徵下的子項目影響傾向，設計師決策時就可依照客戶、消費者需求，挑選出符合市場期待之設計特徵做發想，以達到精準建立品牌形象及設計之目的。
關鍵字：超級跑車，機車設計，產品意象、數量化I類、型態分析

In recent years, the trend of large motorcycle riding has prevailed in Taiwan, domestic brands have also begun to develop high-end models. In addition to scooters and naked bikes, supersport bikes are also becoming popular. Supersport bikes are the closest models to racing bikes, representing the technologies and designs of brands. Besides excellent sporty performance, the exterior design also plays a crucial role. This research explores the relationship between form features and product images of supersport motorcycle models in markets as a reference for designers.
The research methods and steps are as follows, the first step: Collecting the latest supersport bikes around the world, according to expert consultation, a total of 24 models were used as samples for this study. The second step: Divide supersport bikes into 11 form features, then encoding and categorizing 24 samples with these 11 form features according to expert consultation. The third step: Collect a large number of Kansei word pairs, and invite a focus group to select suitable ones as product images for supersport motorcycles. A total of 8 Kansei word pairs were selected and put into a Likert questionnaire with samples, launched to bike fans and those who are not. Finally, applying quantification theory type I to the questionnaire result and the sample coding to generate the importance rank of these 11 design elements. Analysis results indicate that for bike fans, components such as exhaust pipe, rear-view mirror are important elements. For those who are not bike fans, headlight layout, and wheel arch trend. For all subjects, design elements that shape overall exterior design and more are difficult to customize such as wheel arch trend, headlight layout, and tail trend influence the most. The overall analysis result also shows headlight layout and wheel arch trend are the most frequently occurring design elements. Designers can create product images easily by focusing on these 2 elements. This study explores the design elements that influence product images of supersport bikes, as well as sub-elements under each design element. Designers can develop projects according to consumers’ requests with reference from this research to capture the key form feature, and further build brand image accurately.
Key Words: Motorcycle Design, Product Design, Quantification Theory Type I, Morphological Analysis

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