| Summary: | 碩士 === 長庚大學 === 工業設計研究所 === 97 === In recent years, consumers’ taste and preference have become the primary concerns in product development. In order to realize a well-designed product that appeals to consumers, the product not only should meet the physical requirements of consumers but also has to satisfy their affective needs. In design studies with regard to visual perception, this appraisal is comprised semantic interpretations. However, there had been study that explore about gaze and perfernce judegement, but no one study about the relationship in affective perference, image perceptual and visual fixation.
On purpose to understand whether consumers prefer the car, car will attract their attention. And realize whether there are relations in consumers’ visual information when consumers see the car and evaluate the preference and image-word perception. The experiment consisted of two parts: (1) consumers’ preference and image perceptual research (2) take eye-tracker to understand where cars’ form consumers look.
The fixation time is not only positively associated with preference rating but the three image perceptual rating. In other word, the image word: eye-catching, dynamic, and modern were such as attractiveness correlated with preference and could provide more information about consumers’ preference. In sum and in short, eye-catching, dynamic, modern were important factors for affective perference about car form , they have influence on affective perference consideration.
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