| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 99 === In the modern society with highly popularized technology, the function of telling time of watches has been replaced by various technology products. The need for watches has also changed. In the recent years, designs of watches are diversified. How time is displayed on a watch shows its designer’s language of design, increasing value and sense of novelty of the watch to attract consumers. Whether concepts designers want to present through time display can be correctly interpreted by consumers, and whether different consumer groups have different requirements and preferences for watch time display are what this study aims to explore.
The example used in this study is a watch. According to the properties of watch time display, 3 constructs are identified, including “readability”, “fun”, and “innovation” while there are 2 items, “degree” consumers’ preferences are divided into “degree of preference” and “intention to purchase”. A survey regarding perception of and preference for watch time display is conducted. And consumers are grouped according to their gender, age, design background, and lifestyle, in order to learn more about the perception and preferences of different groups, so that we can find out the relationship between the properties of watch time display and consumers’ preferences and if there are differences in perception of preferences among different consumer groups. Based on the result of the survey, in the aspect of lifestyle, consumers are categorized into 4 groups, including the “conservative and traditional group”, the “practical and relaxed group”, the “fashionable and competent group”, and the “casual and carefree group”. The result of this study shows that the preferences for watch time display are indeed different among consumer groups of different lifestyles. The “conservative and traditional group” cares about readability and practicability of watches, the “practical and relaxed group” prefers watch time display with fun and uniqueness, the “fashionable and competent group”prefers watch time display of better readability and innovation, and the “casual and carefree group” is more likely influenced by fun and innovation of time display. In addition, there are also differences in preferences for watch time display among consumers of different genders, ages, and design backgrounds. Female consumers care more about readability of time display while male ones prefer simple and innovative time display. Young people of ages under 20 prefer time display with novel styles and fun. Though both those aged 21~40 and those aged over 41 care about readability of watch time display, those aged 21~40 are more open to innovative time display. In the aspect of design background, designers prefer non-traditional time display with ingenuity. In comparison, general consumers without design backgrounds care more about whether they can easily tell time.
Then regression analysis is performed to further explore the relationship between consumers’ perception of and preferences for time display. The result shows that consumers’ preferences for time display are influenced by the properties of watch time display (readability, fun, and innovation) and there is a relationship between consumers’ perception of “fun” and that of “innovation". The preference for and perception of forms of watch time display for different consumer groups are concluded, providing industrial designers a reference for their future designs, so that they can come up with unique products to attract specific target groups as the market is segmented. This way their products can be more competitive and satisfy different consumers by meeting their demands .
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