| Summary: | 碩士 === 大同大學 === 工業設計研究所 === 90 === The purpose of the research is to understand college students’ characteristics from the point of view of different sub-cultures, and the relationship to coffee consumption and demand, their preferences of coffee cups and the relationship to formed images.
The purpose of this research is to find out the relationship between the form and image concerning coffee cup preference of college students with different lifestyles. The research falls into three parts: first, survey on four principal components as the college students’ view of life, personal information, coffee consuming behavior, and self-evaluation to deduce different lifestyles and their properties. Second, investigate and collect coffee cups and their form image description, to conduct testing in exploring the relationship the preferred coffee cup image in each groups, and the affecting image concerning the preference. Third, with reference to the result yielded in part 2, to construct specimen with 3 D computer image in accordance to the preferences of different lifestyle groups, to conduct image test and verification.
Part one：Relationship between Lifestyle and Coffee Consumption among College Students
In conclusion of the above-mentioned facts, college students’ life and views can be seen from the following factors: fashion and taste, lively and extroverted, self-fulfillment, self-complacent, self-planning, leisure and entertainment, introverted and conservative, brand name loyalty, economic factors, study at the final countdown. Categorized from the ten factors, college students can be categorized into six groups as self-complacent, self-fulfilled, optimistic, yuppie tastes, thrifty and budget, mediocre, etc. Coordinating with the groups’ basic information, coffee consuming behavior, and character self-evaluation, the coffee consuming behavior of the abovementioned groups can be describe substantially.
Part two：Relationship between the Preferred Coffee Cup Patterns and Form Image in Different Groups
This part is consisted on two stages. First, the research investigated the preferred coffee cup of each lifestyle group. Then, the researcher conducted image test and analysis concerning the preference of each group. The relationship between pattern preferred by each group and form image are as follows:
（1）Good Livelihood group: coffee cup pattern image of this group is constituted by activity (lively-dull) and delicacy (noble-coarse). The correspondent handle characteristics are: “wide mouth and narrow bottom — same diameter for mouth and bottom” and “ear-shaped handle — fan-shaped handle”. The affecting factor for preference is “cute”.
（2）Self-fulfillment group: coffee cup pattern image of this group is constituted by delicacy (delicate-coarse), newness (new-old), complicacy (complicated and simple). The correspondent handle characteristics are: “slim and tall — short and fat”, “ear-shaped handle — fan-shaped handle” and “wide mouth and slim base — same diameter for mouth and bottom”. The affecting factor for preference is “common”, “round ”, and “modern”.
（3）Self-complacent group: coffee cup pattern image of this group is constituted by newness (new-old), decorative (mature-childish), and delicacy (refined-unsophisticated). The correspondent handle characteristics are: “ear-shaped handle — fan-shaped handle”, “ever changing — monotonous” and “curve shape — straight bodied. The affecting factor for preference is “Conservative”, and “Coarse”.
（4）Yuppies Taste group: coffee cup pattern image of this group is constituted by specialty(common-special), naturalness (elegant-vulgar) and newness (new-old). The correspondent handle characteristics are: “handles of irregular shapes — fan-shaped handle”, “ever changing — monotonous” and “curved cups — straight cups”. The affecting factor for preference is “Square”.
（5）Thrift and Budget t group: coffee cup pattern image of this group is constituted by characteristics as (general-special), complexity (complicated-simple). The correspondent handle characteristics are: “ear-shaped handle — fan-shaped handle” and “wide mouth and narrow bottom — same diameter for mouth and bottom”. The affecting factor for preference is “Cheap”, and “Elegant”.
（6）Mediocrity group: coffee cup pattern image of this group is constituted by newness (new-old) elegance (elegant-vulgar), and complexity (complicated-simple). The correspondent handle characteristics are: “curved cups — straight cups”, “straight from top to bottom — short and fat” and “ever changing — monotonous”. As to relationship between coffee cup preference form image, there are not any discovery.
Part three：Design, Image Investigation, and Verification concerning Lifestyle Groups Preferred Coffee Cup
In this stage, with reference to the result yielded in part 2, the researcher constructed specimen with 3 D computer image in accordance to the preferences of different lifestyle groups, to conduct image test and verification. The research discovered that the image affecting coffee cup preference and corresponding characteristics complies with previous analysis. Likewise, the coffee cup images preferred by different lifestyle group are different for different group; therefore, the correspondent characteristic is also different.
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