「土家織錦」是中國傳統織錦文化中的寶貴財富，是中國四大織錦之一，距今已有4000多年歷史，是屬於全人類的寶貴財富。近年來在經濟全球化及現代化的影響下，「土家織錦」的發展令人堪憂，傳統的「土家織錦」需要手工製作，週期長，效率低下，價高產出小，而且消費市場狹窄，各種不利條件使得如今的「土家織錦」越來越難跟上時代的潮流和審美，進入普羅大眾的日常生活中。如果可以瞭解消費者對於「土家織錦」紋樣的意象喜好感受，便可以令設計師、藝術創作者及生產廠家更加瞭解消費者的心理，提高設計作品與市場之間的聯結度，使得「土家織錦」適應現代市場的審美，達到高效量產，提高市場競爭力，完成傳統產業的轉型。
本研究首先通過查閱文獻及書籍資料，收集「土家織錦」紋樣語彙共147個。將這一百四十九個形容詞語彙進行整理，通過KJ法和多次焦點團體法選取出40個形容詞語彙。將這40個語彙編製形容詞語彙適合度問卷，選出平均得分最高的20個語彙作為「土家織錦」紋樣意象喜好度問卷的題項標準。收集「土家織錦」紋樣共計67份，並用Adobe Photoshop CS6軟體對紋樣樣本圖片進行灰階去背處理。邀請專家通過焦點團體法對紋樣樣本進行分類，共分為九類紋樣樣本，分別為：八邊形基本型，扁六邊形基本型，連續幾何形基本型，多角六邊形基本型，缺角六邊形基本型，菱形基本型，圖騰類基本型，有機形基本型，正六邊形基本型。並通過焦點團體法在每一類紋樣中篩選出最具有代表性的紋樣樣本作為「土家織錦」紋樣意象喜好度問卷的實驗樣本。
對問卷數據進行統計分析後發現受試者對於「土家織錦」紋樣的意象喜好度有差異。經過因素分析萃取出意象感受的三個因素面向，分別為文化性因素，造型性因素和感知性因素，繪製「土家織錦」紋樣樣本關於三個因素的意象空間分佈以瞭解紋樣樣本的意象感受偏好。通過統計分析後得知性別因素，居住地因素，學歷因素，設計背景均會對「土家織錦」紋樣的意象感知產生影響，其中是否具有設計背景對其影響尤為顯著。分析結果還表明性別因素和居住地因素亦會令受試者對「土家織錦」紋樣的喜好度產生差異。

"Tujia Brocade" is the precious wealth of Chinese traditional tapestry culture which has 4000 years history and it is one of the four tapestries in China. The Tujia tapestry is the wealth of the whole world.
Coupled with the effect of the rapid growth of the market economy and global economics, "Tujia brocade" development become a worrying problem. The traditional "Tujia brocade" patterns are handmade. It was low efficiency, high price, and small output. This situation has resulted in its narrow consumer market. "Tujia brocade" has become more and more difficult to keep up with the trend of the times and the aesthetic psychology of consumers in the target market. If we can understand consumers' image of adjective and preferences of "Tujia Brocade" .That will enable the designers, artists, and manufacturers to have a better understanding of consumer psychology and to increase connection between designers and market. Then "Tujia Brocade" will improve the market competitiveness and complete the transformation of traditional industries.
In this study, 147 adjectives describing "Tujia brocade" patterns were collected through literature and books. Then 40 adjectives were chosen by focus group method from collected 147 adjectives. Then, 20 vocabularies are chosen through comparing average vocabulary score in the questionnaire. Nine "Tujia brocade" patterns were collected from the literature. These patterns will be processed using different filters by Adobe Photoshop CS6 and converted to black and white.
This study invited experts to classify these patterns through focus group. There are octagonal based pattern, expanded hexagonal based pattern, continuous geometric pattern, multi-angled hexagonal based pattern, rhombus based pattern, totem based pattern, organic form based pattern, right hexagonal based pattern.
Spss 10.0 statistics software package is used for data processing and analysis which found that the subjects’ image and preferences of "Tujia brocade" patterns are different. There are three factors are extracted through factor analysis, respectively the cultural factor, moulding factor, and the perceived factors. Based on three factors. Drawing nine "Tujia brocade" patterns to understand the image and preference spatial distribution of different patterns. The factors of gender, residence, education and design background will influence the image and preference of “Tujia brocade" patterns, of which the factor of design background has significant influences. The results also indicated that the factor of gender and residence has a great difference for the preference on “Tujia brocade” patterns.

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