商品意象設計指標權重之研究

A Study on the Weighting of Indicators for Image Design

今日的消費者以商品意象之差異性符號價值來消費商品，透過意象消費獲得生活的愉悅與認同。正因如此，商品意象設計儼然成為當代設計的重要核心課題。本研究透過專家決策方式，篩選出具專業和一致性看法之評估指標，並透過因素分析，建構商品意象設計指標之層級架構，找出影響意象設計之關鍵指標。再者，本研究更進一步透過專家運用層級程序分析法（AHP法）取得意象設計指標之相對權值，以及一致性檢定和分析，藉以建構商品意象設計指標權重體系。在研究結果部份，本研究歸納出6項影響意象設計評估構面和21條細項指標。在意象設計指標之相對權值研究結果，權重由高至低依序為「使用者為主的設計思考」、「企業目標和消費者期望的實現」、「品牌形象的建立」、「產品識別力」、「文化訊息的傳遞」、「設計計劃的整合」。最後，透過本研究所建構之商品意象設計指標實際對三件商品評判其意象設計之成效，以驗證指標操作之可行性。本研究相信藉由商品意象設計指標相對權重的建立，對過去籠統的意象設計概念能更進一步透過科學化程序對商品意象設計之評估方式加以釐清，作為設計學術界、實務界之參考。

Nowadays, consumers judge different symbol values of products through images. People get pleasure and identity through product images as well. Therefore, image design has become a core issue of product design development. However, there are few related studies or systematic evaluation indicator on weighting of indicators for image design. Thus, this study uses expert decision making to establish the professional and consensual evaluation indicators. Then, factor analysis is used to construct the framework of the evaluation indicators. Further, this study also uses Analytic Hierarchy Process （AHP） for the relative weights of the evaluation indicators, and examines consistency for the indicator weight system of the study. Finally, this study concludes 6 evaluation dimensions with 21 indicators. Besides, the meaning of the indicators system is discussed. In terms of the relative weights of these evaluation dimensions, the first is 'user-center design thinking'; the second is 'attaining corporate objectives and consumers' expectations'; the third are 'building brand image', 'product identity', 'cultural information communication', and 'design plan and integration'. The construction of image design indicator system scientifically helps to clarify the concepts of image design.