年轻消费者对轿车造型风格的认知研究-包装工程.pdfVIP

包 装 工 程 第 37 卷 第 24 期 6 PACKAGING ENGINEERING 2016 年 12 月 年轻消费者对轿车造型风格的认知研究 刘春荣，朱旭 （上海交通大学，上海 200240 ） 摘要： 目的 探索消费者对轿车造型风格及设计构成的认知特性。方法 进行聚类分析，选取代表性造 型。进行多维尺度分析，得到消费者的知觉图。进行多维偏好分析，发现意象空间中的造型风格与设 计特征分布规律。结论 消费者依照造型相似程度将车款分为不同类别；车款造型有规律地分布在以造 型风格与设计特征为主线的二维空间中。在多维意象空间中，依据车款在意象维度上的投影值，找到 体现消费者特定意象的设计构成与造型风格；对于有助于激发购买行为的“喜欢的”意象，表现为前 脸造型明显分割，在 Y0 轮廓线构成上各段之间顺畅连接、发动机罩与前脸弧曲过渡。 关键词：轿车造型风格；消费者认知；意象；多维尺度分析；多维偏好分析 中图分类号：TB472 文献标识码：A 文章编号：1001-3563(2016)24-0006-05 Young Consumers Perception of Form Style of Passenger Cars LIU Chun-rong , ZHU Xu (Shanghai Jiao Tong University, Shanghai 200240, China) ABSTRACT: It aims at exploring the characteristics of consumers perceptions of passenger cars form style and its fea- ture compositions. Cluster analysis and multidimensional scaling are used to select the representative forms and to probe the consumers perceptual mapping respectively. Multidimensional analysis of preference data is conducted to present the configuration of form styles and design features in an image space. Passenger cars can be grouped according to form si- milarity in consumers perception and are distributed regularly in the two-dimensional space with form style and design feature as axes, and form styles with certain feature compositions, which arouse consumers specific feelings of images, can be targeted by projecting its coordinates onto image axes in the multidimensional image space. Furthermore, the form style corresponding to favorite image, a helpful cause for consumers to purchase, is an automobile face with separated parts of grill