| Summary: | 碩士 === 國立臺北科技大學 === 創新設計研究所 === 97 === Digital camera is one of the most significant multimedia products in the digital era. With the well development of digital technology, the critical non-price factor that digital camera consumers concern is subject to form rather than function. Therefore, how to understand the consumers’ preference patterns becomes a tough challenge for industrial designers to develop digital cameras with market competition advantage. Conjoint analysis has been successfully applied to consumers’ preferences in the field of marketing, while few applications can be found in industrial design practice. This thesis introduces the application of conjoint analysis to the consumers’ form-factor preferences on digital cameras to establish an optimal model. Findings include: (1) the primary factors of appearance preferences in priority order are main-body proportion, color, and surface finish, (2) the optimal configuration preference is the combination of main body with flat type, round chamfer, and light color. As demonstrated in this study, the application of conjoint analysis to forecasting consumers’ preferences on product attributes in the practical context of new product development should have implications to industrial design practitioners.
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