| Summary: | 碩士 === 國立成功大學 === 工業設計學系碩博士班 === 94 === As the development of computer software and internet matures, the consuming lifestyle is also changes.When choosing a product, consumers often face the problem of not being able to choose the product they want due to the large number of products available. Even so, when comparing a product’s differentstyles, the imagery of a product cannot fulfill the best evaluation of all the different styles. Because product stylization has repulsion, opposition and relation so each style’s evaluation cannot reach its best ratings. This research uses the priority and preferences of the consumer to reach the best product arrangement that fulfills the expectation of the consumer.
This research uses TOPSIS (Technique for Order Preference by Similarity to Ideal Solution Method) to develop a product style strategic decision mode. This is done through the preferred style of the consumer to find the appropriate product suggestion. In TOPSIS, its principle is to give the consumer priorities and uses the differences between them to calculate the best scheme. This is applied to the selection of a tie through peculiarity and opposition, and through the allocation of the priorities, the final ranking is suggested.
When formulating the structure of this strategic decision method, this research uses the example ofmatching shirts and ties, and researches on both the colors of a tie and a shirt with the patterns on the tie. Through interviews with experts and data collection, Focus Group is proceeded to sum up each components and benchmark numbers of the experiment. Image composition technique is also used to present different combinations of the ties and shirts, in terms of colors and patterns. Prior to the experiment, KJ method (Kawakita Jiro) is applied to group vocabularies of each style combinations. Four final opposing imagery vocabularies are formed. Throughout the experiment, Semantic Differences are applied to each parameter combination to find out the influence of each composed image, and four sets of style vocabularies are evaluated. Consumers only have to choose their favorite styles in each applicable image vocabularies and provide the priority of each style for TOPSIS to come up with a favorable tie and shirt ranking.
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