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研究生：	盧宥臻 Lu, You-Zhen
論文名稱：	消費者與手持產品的依附關係-以手機殼為例 Exploring the Attachment Relationship between Consumer and handheld product - Take Smartphone Case as Example
指導教授：	馬敏元 Ma, Min-Yuan
學位類別：	碩士 Master
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：	2018
畢業學年度：	106
語文別：	中文
論文頁數：	140
中文關鍵詞：	產品依附性、手機殼、智慧型手機、數量化I類
外文關鍵詞：	Product Attachment, Smartphone Cases, Smartphone, Quantification Theory Type I
相關次數：	點閱：222 下載：22
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隨著科技與無線網路的來臨，智慧型手機帶給人們許多便利及舒適的生活。消費者為了讓智慧型手機保持最佳的狀態，便會搭配手機殼。現今手機殼的樣貌，以呈現多元化的趨勢，消費者對搭配手機殼的認知不再是單純的保護，而是延伸出具個人意義的情感因素。其中，消費者對特定產品產生「產品依附性(Product Attachment)」是情感連結的一種方式。故本研究以下三個目的：(1)尋找消費者對搭配手機殼產生依附性之族群；(2)探討「高」依附性族群對搭配手機殼具依附性的決定因素；(3)探討「高」依附性族群對搭配手機殼具依附性因素的影響關係。
本研究主要分為四個階段，第一階段：以「滿20-29歲的消費者」為受測對象，調查手機殼使用情況及依附性程度問卷。透過產品依附性量表為研究工具，以7點Likert為評分方式，尋找具高依附性之族群。第二階段：篩選高依附性族群，及擬定訪談腳本，與執行評價構造法訪談。根據問卷結果，最終以13位具高依附性進行訪談。第三階段：訪談結果以KJ法歸納，及製作出評價構造圖。歸納出10種依附性感受及對應8群依附性決定因素與具體條件。第四階段：第二次問卷調查，並實施數量化I類分析。經由分析出搭配手機殼產生依附性為六大構面，其各別誘發依附性之感受為：一、功能：透過優越功能(如：緩衝結構)，可誘發出可靠性之心理感受。二、外觀：透過視、觸覺的接觸(如：特殊圖案)，可誘發出正向心理感受(如：愉悅、獨特感)。三、他人介入：透過他人(如：情感連結)，可誘發出自己被受重視之心理感受。四、回憶：透過美好回憶的連結，可誘發出過往經歷之心理感受。五、虛擬角色：透過插圖的角色意象(如：符合內心需求)，可誘發出寄託的心理感受。六、自我延伸：透過插圖界定個人形象，可誘發出自我一部分的心理感受。
本研究之成果，可提供設計手機殼圖案、顏色、材質、造型、功能等的設計師參考方向或研發創作，也與相關議題有所參考的依據，進而讓手機殼的設計更能貼近消費者內心需求與期望。

Amidst technological advancement and the rise of the wireless Internet, smartphones have brought convenience and comfort to people’s lives. Consumers often use smartphone cases to maintain their smartphones in the ideal state. Today, the appearance of smartphone cases has diversified. Consumers no longer use smartphone cases merely for protection but also for personal and sentimental reasons. “Product attachment” is a relationship established between consumers and specific products. Therefore, the purposes of this study were (1) to search for the groups of consumers that form attachments to smartphone cases; (2) to identify the determinants of the “high” attachment group; and (3) to investigate the effects of these factors on the smartphone case attachment of consumers in the “high” attachment group.
This study is primarily divided into four stages. In Stage 1, a questionnaire was administered to consumers between the ages of 20 and 29 to survey smartphone case usage and attachment. A product attachment scale was adopted as the research tool. The scale was scored on a seven-point Likert scale to identify the high attachment group. In Stage 2, the respondents for the high attachment group were selected, the interview outline was established, and interviews were conducted based on the evaluation grid method (EGM). 13 high attachment respondents were interviewed. In Stage 3, the KJ method was used to consolidate the interview results, and EGM diagrams were illustrated. In Stage 4, a second questionnaire survey was conducted, and the results were analyzed using the Quantification Theory Type I. Six dimensions of smartphone case attachment, were highlighted in the analysis results. The dimensions and their associated emotions are as follows: (1) Function: outstanding functions (e.g., buffer structure) evoke the feeling of reliability; (2) Appearance: visual and tactile experiences (e.g., special illustrations) evoke positive psychological emotions (e.g., pleasure and uniqueness); (3) Intervention of others: the involvement of other (e.g., emotional connection) evokes a sense of value; (4) Memories: good memories evoke emotions associated with past experiences; (5) Fictional characters: role imagery of illustrations (e.g., meets inner needs) evoke the feeling of belonging; and (6) Self-extension: distinguishing a personal image through illustrations evoke a feeling of being part of oneself.
The outcomes of this study can serve as a source of inspiration for the design of smartphone case images, colors, materials, styles, and functions or as a reference when addressing relevant issues and determining the intrinsic demands and expectations of consumers in terms of smartphone case designs.

摘要	ii
ABSTRACT	iii
ACKNOWLEDGEMENTS	v
TABLE OF CONTENTS	vi
LIST OF TABLES	ix
LIST OF FIGURES	x
CHAPTER 1 INTRODUCTION	1
1.1 Background and Motivation	1
1.2 Research Purpose	3
1.3 Research Scope and Limitation	4
1.4 Conceptual Framework	5
CHAPTER 2 LITERATURE REVIEW	7
2.1 Smartphone Case Development	7
2.2 Emotional Definitions	9
2.3 Product Attachment	11
2.3.1 Origin and Definition of Attachment	11
2.3.2 Definitions of Product Attachment	13
2.3.3 Determinants of Product Attachment	14
2.3.4 Summary	18
2.4 Research Methods and Statistical Applications	19
2.4.1 Likert Scale	19
2.4.2 Evaluation Grid Method	20
2.4.3 KJ Method	21
2.4.4 Quantification Theory Type I	21
2.4.5 Summary	22
CHAPTER 3 METHODOLOGY AND PROCEDURES	23
3.1 Experiment Procedures and Framework	23
3.2 Experiment Plan	25
3.2.1 Respondents	26
3.2.2 First-round Questionnaire Design	26
3.2.3 Interview Procedures and Framework	31
3.2.4 Consolidation and Organization of Interview Outcomes	36
3.2.5 Summary	41
CHAPTER 4 ANALYSIS OF EXPERIMENT RESULTS	42
4.1 Preliminary Surveys	43
4.2 Basic Background Analysis of Surveyed Participants	43
4.2.1 Gender Data	43
4.2.2 Age Data	44
4.2.3 Level of Education Data	44
4.2.4 Summary	45
4.3 Analysis of the Products of Attachment	45
4.3.1 Acquiring of the Product	45
4.3.2 Length of Ownership	46
4.3.3 Product Attachment Score	46
4.3.4 Summary	47
4.4 Choosing of Interview Participants	48
4.4.1 Grouping of Participants	48
4.4.2 Percentages of Each Grouping	48
4.4.3 Discussion of Factors that Affect Smartphone Case Attachment	49
4.4.4 Summary	50
4.5 Secondary Survey Results	51
4.6 Quantification Theory Type I Results	52
4.6.1 Quantification Theory Type I Results of the 10 Feelings of Attachment	52
4.6.2 A Summary on the Analysis of Relations	54
4.6.3 Summary	56
4.7 Dimensions of Attachment	57
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS	59
5.1 Research Conclusions	59
5.1.1 Consumer Groups Attached to Smartphone Cases Identified	60
5.1.2 Determinants of Attachment to Smartphone Cases	60
5.1.3 Relationship among attachment factors	65
5.2 Research Recommendations	68
5.2.1 Age of the Subjects	68
5.2.2 Number and Time of Respondents	68
5.2.3 Respondents’ Possessions	68
REFERENCES	70
Appendix A PHASE 1 SMARTPHONE CASE QUESTIONNAIRE	74
Appendix B INTERVIEW RECORD FORM	80
Appendix C INTERVIEW MANUSCRIPT	81
Appendix D RESPONDENTS’ BASIC INfORMATION	83
Appendix E TOP LAYER (ATTACHMENT FEELING)	87
Appendix F MIDDLE LAYER (ATTACHMENT CHARACTERISTICS)	89
Appendix G BOTTOM LAYER (SPECIFIC ATTACHMENT CONDITIONS)	93
Appendix H THREE-STAGE RELATIONSHIP DIAGRAM	102
Appendix I ATTACHMENT’S DETERMINANTS	107
Appendix J SECONDARY QUESTIONNAIRE	116
Appendix K QUANTIFICATION THEORY TYPE I	131
Appendix L SOURCE OF SMARTPHONE CASES IMAGES	140
                                    

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校內：2020-06-26公開
校外：2020-06-26公開

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