| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 91 === Abstract
Townscape Renaissance Project has been conducted for many years. One major purpose is the sign unification of street sign. However, general public give different opinions on this procedures. The purpose of this research is to discuss the reactions of people’s emotional experience and townscape preference, respectively, base on the visual effects of street signs, and additionally, the relationship between emotional experience and townscape preference. Finally, the impact of street signs and emotional experience on townscape preference is also discussed.
This research has selected 20 unified sign streets as sample areas. There are a total of 80 streetscape pictures. Independent variables such as sizes, hanging models, locations, fonts, colors and materials, along with 25 emotional adjectives (expressions) are studied to understand the relationship with streetscape preference. Taking the students in Providence University as subjects, this research has come up with 85 valid samples.
The result of this research refers the followings. The three most favored streets are, from the highest points in sequence from this survey, Da-lung Road in Taichung City, Sec. 3 of Lin-kang Road in Wuchi Town, and the old He-ping Street in Da-hsih Town. However, the three least favored streets are, from the lowest points in sequence, the Tung-shan Road in Tungshan Village, Chung-shan Road in Mado Town, and Fu-hsin Road in Jinhu Town. Other research results find that 1.The street signs of streetscape will affect emotional experience, and the “arousal” factor is more dominant than the “pleasure” factor; 2.Among the variables affecting the preference on the street signs of streetscape, all are significant but the material variables; 3.Emotional experience affect streetscape preference, that is, arousal and pleasure factors work together to play a significant role in affecting preference. Furthermore, arousal factor has a positive affect while the pleasure factor has a negative impact; 4.There is a causal and effect model for streetscape preference. The model refers a causal relationship between street signs, emotional experience and preference of streetscape becomes an issue.
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