本研究為了檢視台灣區域產品吸引力問卷量表(Product Attractiveness Scale，簡稱PAS)的結構方程模式，此方法為近年來工業設計最新適用於產品吸引力對消費者情緒之評估，研究方向類似心理測驗這類能公允地評價產品吸引力的準則與工具；因此，本論文將以智慧型手機為個案，建構一套合乎使用且具備可靠度的評估模式。
首先彙整國內外文獻，以Mike Baxter與Fleur J.M. Laros學者提出之研究理論為基礎，問卷發展項目為七個構面的基礎架構。PAS量表的構面整理如下: 「舊有知識的吸引力」、「機能上的吸引力」、「象徵性的吸引力」、「視覺造形先天上的吸引力」、「吸引力」、「正面情緒」、「負面情緒」。
在問卷實施後，共回收了270份有效問卷，並將問卷調查的結果，初步作驗證式因素分析後，結果顯示，未臻理想。於是進行探索式與驗證式因素分析的信效度分析後，發現「舊有知識的吸引力」構面，在問項設計上，信效度表現尚缺乏完善之處。因此刪除表現較不佳的「舊有知識的吸引力」構面，再做一次檢定，用意是為了提高假設模式的適配度，而且也有效改善了模型適配的情形。
本研究藉由AMOS軟體之協助，驗證所設立相關研究假設。所有「吸引力」構面對於「正面情緒」的態度皆具正向影響性，且影響效果顯著。另外，透過結構方程模式的男女族群多群體分析發現，所建構的產品吸引力量表符合因素恆等性之檢定。最後作者建議，這些結果在未來也可應用於跨國文化產品吸引力的研究中。

This present study is an investigation of the recently developed Product Attractiveness Scale (PAS) factor structure for the assessment of product attractiveness and consumer emotions using a Structural Equation Modeling (SEM). The utilization of the smartphone as a research subject to establish a usable and reliable assessment shall be used in this research.
The Product Attractiveness Scale was developed by Mike Baxter (1995) & Fleur, Laros (2005). Factor analysis of items with relation to the concept of product attractiveness led to the development of a questionnaire with seven factors measuring: prior knowledge attractiveness, functional attractiveness, symbolic attractiveness, inherent attractiveness, attractiveness, positive affect and negative affect.
Data from a nationwide survey among 270 Taiwanese consumers using a questionnaire were collected. The results of exploratory and confirmatory factor analyses based on the survey data missed to support a Structural Equation Modeling for the PAS in Taiwan. Consequently, by utilizing the confirmatory factor analysis to examine the reliability and validity of the tests, the deletion of the “Prior Knowledge Attractiveness” factor to remove redundancy and making room for improvement is required. However, the deletion of the “Prior Knowledge Attractiveness” factor missed to improve the fitted model significantly; otherwise, those revised models are a marginally adequate representation of the theoretical models.
The multi-group analysis showed six factors which structure were invariant for both males & females. This study proposes an integrated framework and using AMOS to test the research hypotheses. All of the results also showed that all attractiveness factors were significantly positive in correlation with the participants’ positive affection. Therefore, the possibility for discussion in regards to the relations of cross-cultural differences in product attractiveness scale are resulted.

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