| Summary: | 碩士 === 國立成功大學 === 工業設計學系碩博士班 === 90 === The purpose of this research is to find out how customers will differentiate the acceptance about new products, and the image of products when they evaluate new products. First of all, we select 11 digital cameras from 60 digital camera samples by similarity comparison, and evaluate each kind of vocabularies by seeing the pictures of samples, then we select 10 sets of vocabularies pair from 60 vocabulary samples. Then, we divided the testers into four groups, early adopters, early majority, late majority, and laggards, according to the extension innovation model. And then we can analysis the four groups customers’ life style and image evaluation.
When the four groups of consumers evaluate the 11 digital cameras, there will be some different assess in 6 set vocabularies pair among 10. In order to confer the reasons of the differentiation, we use “One-Way ANOVA” to examine each groups, and get the correlation of morphological element among each different groups. Finally, we discuss the source of differentiation by comparing the morphological element of similarities and dissimilarities among different groups morphological element.
Through analyze the difference in cognitive map, we can found among four testing groups, and the differences from each groups are because of different morphological. Then, when we discuss the different resource, we can have the result that for photoflash in sharp “R” angle, late majority will have more sense of technology, and laggards will have more sense of usage in rectangular form. While early adopters and laggards will have more sense of usage when they see the shorter and less in shape than longer and fatter in shape about the camera.
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