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产品设计具有娃娃脸现象?探讨汽车市场中绿能诉求与娃娃脸基模对产品评价的影响

【中文摘要】:产品设计是行销操作者最关心的议题之一,对于一个不熟悉的产品,消费者容易被产品外型影响。本研究从产品拟人化切入产品设计领域,并以一致性基模为产品评价加入娃娃脸的刻板印象和绿能诉求,来探讨汽车市场中产品设计上出现

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娃娃脸刻板印象和产品诉求之间如何影响产品评价。本研究以脸部表徵的娃娃脸效应研究发现出发,应用在产品设计领域上,并以实验设计与实证研究来验证假说以期在学术与实务上有贡献。实验设计以操弄汽车车头设计(娃娃脸 vs. 成熟脸)、产品诉求(绿能诉求 vs. 功能性诉求)二个自变数,为2×2的二因子设计。并透过虚拟的汽车购买情节搭配不同的车头设计建立四个不同的实验情境。探讨民众在不同的情境下对产品态度与购买意图效果为何。实证研究方面,蒐集目前市场中的绿能诉求车款,来探讨与车头设计之间是否存在相关性,以验证市场上存在娃娃脸效应的存在。
研究

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结果指出,在消费者面对汽车具有绿能诉求中,消费者对于娃娃脸车子脸型会产生较好的产品评价,而功能性诉求中,消费者对于成熟脸车子脸型会产生较好的产品评价。在实证研究中发现确实存在娃娃脸车头设计普遍存在于绿能诉求车款,成熟脸车头设计普遍存在于功能性诉求车款的现象。
【英文摘要】:Product design is one of the most important issues marketers concern. When facing a unfamiliar product, consumers can be easily influenced by the product appearance. The present study uses anthropomorphism to explore the babyface effects in product design. To be specific, we incorporate green appeal into schema c

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ongruity on product evaluation, examining how the stereotype related to babyface may influence product evaluation in the automobile market. The research begins with face traits related to babyface effects, and then applies the babyface effects in product design. We use experimental design and empirical data to test the hypotheses. The experiment is designed with manipulations on the front design of car (baby face vs. mature face), and product appeals (green appeals vs. functional appeals). A 2×2 fatorial design is conducted. Four different scenarios are established and effects are measured by product attitude and purchase intention. In the empirical study, we collect cars with green appeals and functional appeals in the automobile market, integrating the relationship between green appeals and car front design to validate there exists the babyface effects in the real market.
The result indicates that, when facing a car with green appeals, consumers evaluate the car more favorably with babyfaced features than that with mature-faced features. Opposite results are found with a car with functional appeals. In the empirical study, we show a phenomenon that babyfaced car front design using green appeals , while matured-faced car front using functional appeals.
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  • 来源:中山大学;作者:叶伟正
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