女性消費者對於運動鞋造型好感影響研究之初探

A Preliminary Study on Shape of Sneakers Affect with Females' Affinity

近幾年隨著女性運動風氣的提升，相關商機也開始被市場所重視，許多運動品牌紛紛推出女性專屬運動鞋。運動鞋的多樣造型都是為了能夠吸引消費者的目光，透過視覺傳遞某種訊息與意象，故本研究目的在探討女性消費者對運動鞋的造型特徵的好感因素。實驗進行流程首先蒐集女性運動鞋圖片，將其製成灰階圖卡，並針對運動鞋形態進行解構與分析。接著，再做好感度訪談、以女性運動鞋造型影響視覺為研究目的，以探究與消費者好感的關聯性。研究結果發現1)運動鞋造型看起來不好穿、太硬與太重都不會讓受訪者產生好感。2)受訪的女性對於鞋底較高的運動鞋有較佳的好感度。期望藉由本研究結果可作為運動鞋開發與設計時所需的參考依據。

In recent years, with the promotion of female's sports, related business opportunities of sports have also begun to be valued by the market. Many sports brands have launched sneakers for women. In order to attract consumers' attention, the companies create a great deal of sneakers that has different shapes. Hence, sneakers via sense of vision delivers different messages and images. The purpose of the research is to investigate how female beings' are affected by the shapes of sneaker. The researchers collect representative female's sneakers as the samples, and use grayscale images to decompose and analyze the sneakers. Next, do a interview of affinity. With the purpose of researching is the influence of female 's sneakers on vision, to explore the relevance of consumers' feelings. There are two results in this research. First, sneakers look too hard and heavy to make consumers a good impression. Second, interviewed females have a better affinity for sneakers with higher soles. The study result can be the reference when the designers want to create a new sneaker.