| Summary: | 碩士 === 大葉大學 === 設計研究所碩士在職專班 === 97 === ABSTRACT
To fit the new need, the value of the automobile changes according to the change of new generation and the life style. The purpose of the essay is to investigate the psychological image toward Taiwan’s popular sedan of the survey responser. The anticipation of the survey is to understand the consumers’ feeling about car modeling, and to be the reference resource of designer and related industry.
The investigating samples are Taiwan’s top 10 bestselling automobiles of year 2007. To avoid the interference of the brand and vehicle proportion, the subjects have been provided the cars’ pictures with lateral view, and have been minified to same size. The investigation subjects included adults (above 18 years old) of different professions in industry and commerce, free-lance, public servant, and in service industry. The investigation is divided into two parts: first part for 200 people and second part for 100 (totally 300 people). The questionnaire survey applies Likert scale, with 15 chosen image adjectives and 6 scales (0 to 5) of assessment standard, and analysis by SPSS 10.1 version software.
The analysis result: the lateral outline pattern approximately decides the modeling image of the automobile and the detail design strengthen the consumers’ feeling of the image. To part by sex, the psychological feeling toward car’s image of the female is stronger than the male. The bestseller survey discovers different modeling brings the subjects forth dissimilar psychological feelings. The taller recreational vehicle brings the descriptions of “steady” and ”strong”, otherwise, the thinner modeling brings the feelings of “ speedy” and “ cool”. Moreover, the small cars are described as” young” and “adorable”.
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