【摘要】：區(qū)域文化產品是區(qū)域時代的縮影,承載著人們的智慧與積累,是區(qū)域文化意象的體現(xiàn)。它從形狀、顏色、材質上具有鮮明的地域特色更帶給消費者精神的享受。雖然而今的區(qū)域文化產業(yè)越來越受到政府和工業(yè)設計界的重視,發(fā)展也日新月異起來,但是對于如何評估區(qū)域文化產品設計卻還是一個空白點。區(qū)域文化產品的發(fā)展也處于無規(guī)律無標準的投機方式運行。所以對于區(qū)域文化產品的評估研究迫在眉睫。今天,消費者以產品意象的差異性符號價值來消費產品,透過意象消費獲得對生活的愉悅和認同。傳統(tǒng)的評估模式多以產品的外觀造型來評估產品,而這樣的評估模式并不能準確體現(xiàn)消費者對于區(qū)域文化產品的偏好。所以針對區(qū)域文化產品的評估模式,必須從區(qū)域文化產品自身特點出發(fā),以消費者對于區(qū)域文化產品的認知為基礎來進行新的評估方法的研究。消費者產品意象設計這一概念已被廣泛運用于產品設計之中,是一種比較成熟的設計方法。卻顯有被運用與產品評估中。從區(qū)域文化產品的特殊性來看,消費者更注重的是精神方面的享受而非造型,這一特殊性決定了必須得從消費者的意象認知角度來做區(qū)域文化產品的評估研究。所以本研究以消費者區(qū)域文化產品意象認知的角度出發(fā),探究區(qū)域文化產品所傳達的區(qū)域文化意象對消費者喜好的影響。通過焦點小組和問卷調查等實驗方法獲取區(qū)消費者對域文化產品意象的認知,應用感性工學、因子分析等數(shù)理統(tǒng)計方法,對所得認知意象進行分類和降維,于是得到區(qū)域文化產品意象的五個認知維度。而后以獲取的認知維度為基礎,建立區(qū)域文化意象的知識庫以及評價系統(tǒng)。
[Abstract]:The products of regional culture are the epitome of regional times, bearing people's wisdom and accumulation, and the embodiment of regional cultural images. It has distinct regional features from shape, color and material to the enjoyment of consumer spirit. Although the regional cultural industry has been paid more and more attention by the government and the industrial design field, the development is changing with each passing day, but how to evaluate the regional cultural product design is still a blank spot. The development of regional cultural products is also in an irregular and standard mode of speculation. Therefore, the evaluation of regional cultural products is urgent. Today, consumers consume products by the difference symbol value of product image, and obtain pleasure and recognition of life through image consumption. The traditional evaluation model usually uses the appearance of the product to evaluate the product, but this kind of evaluation model can not accurately reflect the consumer's preference for the regional cultural product. Therefore, according to the evaluation model of regional cultural products, we must start from the characteristics of regional cultural products, based on consumers' cognition of regional cultural products. The concept of consumer product image design has been widely used in product design and is a more mature design method. However, it has been used in product evaluation. From the particularity of regional cultural products, consumers pay more attention to spiritual enjoyment than modeling, which determines that the evaluation of regional cultural products must be done from the perspective of consumers' image cognition. Therefore, this study explores the influence of regional cultural images on consumers' preferences from the perspective of consumers' perception of regional cultural products. By means of focus group and questionnaire survey, this paper obtains the consumers' cognition of the product image of regional culture, and classifies and reduces the dimension of the cognitive image by using the methods of perceptual engineering, factor analysis and other mathematical statistical methods. Thus, five cognitive dimensions of regional cultural product image are obtained. Then, based on the acquired cognitive dimension, the knowledge base and evaluation system of regional cultural image are established.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：TB472

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