消費者對一個產品造形的喜好，有時是一個綜合評價的結果。在眾多產品中，消費者會依照自己對產品各部件造形重視程度的不同，進行比較後再購買。當在不考慮品牌因素的前提下，同功能且價格相近的產品，其造形外觀就會成為影響購買的主要原因。因此，若能掌握消費者對產品造形的喜好，預先得知該產品的哪項部件被消費者所重視，將有利於設計師在設計階段時把心力集中在該處，節省時間的浪費；而進貨商家掌握消費者對產品造形的喜好，就能有效的控制進貨的數量和款式，避免囤貨和滯銷。
本研究提出之產品造形喜好與造形風格評價模式(簡稱「產品造形評價模式」)，是把產品的造形外觀分成「造形喜好度」和「造形風格」兩個部份進行評價。「造形喜好度」是以模糊層級分析法（Fuzzy Analytical Hierarchy Process, FAHP）取得產品部件重視程度的順序做為計算喜好度的權重值，並搭配各零件造形的喜好度數值使用；「造形風格」則以零件造形的面積（正投影視圖）做為權重值，並搭配各零件造形的語彙程度的數值來計算整體造形的風格。
本研究以自行車為案例，驗證產品造形評價模式之可行性。以自行車正投影視圖中面積較大的產品部件做為評估項目，分別為「手把（Handlebar）」、「座墊（Saddle）」、「車架（Frame）」、「輪組（Wheel set）」及「齒盤組和曲柄（Chainwheel set and Crank）」此五個項目。結果發現：
（一）男性和女性對此五個評估項目的造形外觀重視程度在優先順序的表現上僅有些微的差異，顯示男女看法相近。
（二）五個評估項目中，一般非專家使用者以造形外觀挑選自行車時，最優先考量的是自行車「手把」的造形外觀，其權重值為0.295，是五個評估項目中權重最高的項目；其次，第二考量的造形外觀是「座墊」，權重值為0.233；排在第三和第四考量的造形外觀是「車架」和「齒盤組和曲柄」，兩個評估項目的權重值分別為0.176和0.165，是權重值差距最小的項目；而「輪組」的造形則是最後才被考量的項目。
（三）在五個評估項目中的各零件造形，「手把」樣式1（Handlebar- type 1, H1）的平把式外形喜好度較高；「座墊」以造形寬大、厚實的「座墊」樣式2（Saddle- type 2, S2）喜好度較高；「車架」以造形稍厚實、具有動感和科技感的「車架」樣式8（Frame- type 8, F8）喜好度較高；「輪組」以造形稍有厚度、具有轉動感覺的「輪組」樣式7（Wheel set- type 7, Ws7）喜好度較高；而「齒盤組和曲柄」則以厚實、具科技感的「齒盤組和曲柄」樣式6（Chainwheel set and Crank- type 6, C6）喜好度較高。
（四）具有「科技的」造形風格的零件造形，通常也會伴隨有「動感的」、「沉穩的」或「耀眼的」感覺；但具有「沉穩的」造形風格的零件造形，則不一定會伴隨有「科技的」感覺。
（五）在自行車案例中，「造形喜好度」和「造形風格」所得到的數值，皆進行過驗證。利用權重值、數值所計算的結果與驗證所得結果，在高低順序的表現上是相同的。顯示本研究提出的產品造形評價模式，評價所得之權重和數值是可以被重新組合、計算，並被做為參考之用。

Consumers' preference for a product is sometimes a combined result. Among numerous products, consumers will buy one after a comparison between all products depending on their own emphasis on the styling of various portions. Under the premise of not considering the brand effect, the exterior styling will then become the major factor affecting the purchase decision when products have the same function and approximately the same price. As a result, if consumers' preference for the product styling can be mastered, designers will be able to we found that which part of the product is valued most by consumers. This will be beneficial for designers in the design stage to focus their efforts there and reduce a waste of time. This way stores can master consumers' preference for the product styling when replenishing their stocks, and thus they can effectively control the quantity and the style of stocks to be replenished and avoid stocking up and any dead stock.
The product-styling evaluation model proposed in this study divides the exterior styling of products into two portions which are "intensity of preference for styling" and "style identification" for evaluation. The Fuzzy analytical hierarchy process (FAHP) has been used in determining the "intensity of preference for styling". The order of all product parts which are ranked in a prioritized list has been acquired and it serves as the weights when calculating the intensity of preference. And it can further be used together with styling preferences for various parts. In "Style identification", the area (side view)'s a part shape serves as a weight for calculating the style strength and can be used together with degrees of vocabularies describing the part styling.
A case study of bicycles is conducted in this article to verify the feasibility of an evaluation model for product styling. Parts of a bicycle with larger visually perceived areas in the side view have been selected as items for assessment. The five items are respectively "Handlebar", "Saddle", "Frame", "Wheel set", and "Chainwheel set and Crank". The results of this case study indicate that:
(1) There is only a minor difference between rankings of male and female subjects' emphases on the five assessment items of exterior styling, and this indicates that males and females hold similar opinions.
(2) In the five assessment items, when average amateurs choose bicycles by the exterior styling, the first consideration is the exterior styling of "handlebar" of a bicycle, and its weight is 0.295. It is the item with the highest weight among five assessment items. The second consideration of exterior styling is "Saddle", and its weight is 0.233. The third and fourth ones are "Frame" and "Chainwheel set and crank", and the weights of these two assessment items are 0.176 and 0.165 respectively. They are also the pair with a minimal weight difference between two items . Finally, the styling of "Wheel set" is the last item to be considered.
(3) For the styling of various parts with the five assessment items, the preference for the styling of Handlebar- type (H1) which is a flat bar is the highest. Among saddles, the preference for the styling of wide, large, and thick Saddle- type 2 (S2) is higher. Among frames, the preference for the styling of slightly thicker Frame- type 8 (F 8) with a dynamic and technological feeling is higher. Among wheel sets, the preference for the styling of slightly thicker Wheel set- type 7 (Ws7) which makes people feel the rotation is higher. Among chainwheel sets and cranks, the preference for the styling of thick Chainwheel set and Crank- type 6 (C6) with a technological feeling is higher.
(4) The part styling provided with a style identification of "technological" usually also go with the feeling of "dynamic", "calm", or "dazzling". However, those provided with a style identification of "calm" may not go with a feeling of "technological".
(5) In this case study of bicycles, the value obtained by "intensity of preference for styling" and "style identification" have all been tested and verified. The results calculated by means of weights and values have been verified to agree with the results obtained in the ranking of priorities. This indicates that the weights and values obtained by the product-styling evaluation model proposed in this study can be re-combined and re-calculated for other studies' reference.

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