| Summary: | 碩士 === 國立雲林科技大學 === 設計學研究所 === 103 === The transport systems nowadays are indispensable for human no matter at work or leisure. Because of the existing of transport, life can be more convenient, flexible and people could more easily manage their pace. Automobile is the top priority for choice apart from public transportation. With the development of technology and industry, the automobile today is more than a tool, but somehow become a symbol of personals or the drivers.
There have been so many studies and discussion about shape of cars in the past, including single character, about the aesthetic feeling or perception. Speaking of the importance of shape to the product is just like the product to the brand. Though personality seems to be an abstract word for describing the product, it affects deeper than people could image. Different shapes of products create different personalities and perceptions, and the users insidiously show their own traits through their choices. For the people, the perception of product personalities varies with plenty of living backgrounds and values. Every single element is intimately close to each other, and this is a topic to make us interested and curious.
In this study, author separately uses questionnaire and semi-structure interview, in both qualitative and quantitative ways to explore public’s perception of BMW and BMW users’ thoughts, background and values. These processes in this research are going help people to understand more about BMW users. At the first stage, through 307 questionnaires, the findings show that the public’s perception of BMW in Taiwan. The feelings of users and nonusers are apparently different. The BMW users take 13.6% and nonusers take 86.3% in this test. The element of users’ perception is mainly in ‘Excitement’, and perception of nonusers is in ‘Ruggedness’. At the second stage, author uses interview and thinking aloud to explore users’ deeply thinking, background and values. There are the conclusions listed as follows: 1. BMW 1 and 3 Series belong to ‘Excitement’ element. And X series belongs to ‘Ruggedness’. 2. The users used to emphasize the rational consumption, professional, aggressive attitude, and make themselves substantial in knowledge. Moreover, they used to insist on something with responsibility, like their career and family; on the other hand, they leave spaces to each other when they get along to others. 3. Their considerations to their BMW product are— A. The recommendation from those people they know well. B. Prefer choosing low profile but young shape of car. C. Security is their top priority. D. Quality and good enough performance to accord with a reasonable price.
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