| Summary: | 碩士 === 實踐大學 === 產品與建築設計研究所碩士在職專班 === 94 === TFT LCD is the high growing IT industry in recently years, which caught the market attention. Following the trend of digital products becoming entertainment component, TFT LCD application on digital TV seems potential. As the consumption power and consumer self-consciousness increase, the focus is no longer on the basic demand, but on the product itself and the quality & enjoyment of consumption.
From the viewpoint of product development, to understand the consumer preference of product design and how they evaluate the value is the effective method to forecast the consumer tendency. Hence, this research aims, in the design phase, the product design appreciation’s association with product preference. This research targets urban consumers and 32 inches LCD TV, to analyze their product design appreciation and the respective preference.
There are six characteristics of LCD TV product design: (1) product style; (2) product desired value; (3) product operation; (4) product fashion; (5) product texture; (6) product construction. This research mainly used Q-methodology and S.D method, Q-factor analysis. In addition, this study used the internet convenience to do the online Q-methodology survey. The outcome shows the product design appreciation of urban consumers could be classified as the following six types: Type 1, Brand value seeker; Type 2, Fashion style seeker; Type 3, Function design seeker; Type 4, Construction seeker; Type 5, Texture sensitivity; Type 6, Ease-to-use value added. All consumers’ types have different priorities on product design appreciation. From preference perspective, all types of urban consumers may be influenced by design style. Type 1 and Type 2 predominate the of samples (72%), hence, it shows LCD TV product design is the key factor determines the product preference and that is the variable.
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