商店外觀感性意象之語意評價研究－－造形特徵與意象關聯性之探討

Semantic Evaluation Research on Image of Shop Facade Using SD - Relationship between Form Features and Kansei Image

建築設計者關心的是民眾對於都市中櫛比鱗次的商店外觀的認知意象為何，所以應用感性工學的方法進行評價量測。目的在探討商店外觀之設計特徵與語彙意象的關聯性，及瞭解此複雜意象在具有建築與非建築背景者認知是否有因素與集群的差異。以台中市之獨棟餐廳立面為標的，採用「語意差異量尺」問卷調查，統計檢定結果顯示：將特徵編碼與語意評價進行數量化一類分析，設計項目與類目對感性語彙具有顯著相關性。萃取三個因素命名為「形態風格」、「情感價值」與「時尚美學」符合Osgood語意空間，涵蓋活動性（activity）、評價性（evaluation）與效能性（potency）；而具建築背景與非建築背景者意象的因素構面的差異為對色彩的鑑別力（效能性）。案例的集群分析顯示兩者均區分為「現代與混合折衷風格群」與「地域風格群」。最終，非建築背景者分為四群，具建築背景者發展為五群，顯示後者對風格、形態、紋樣、色彩與美學較具感受力。

An opportunity was created for architectural designers to think about emotionally attracting citizens through shop fa ade. It is significant to explore how to quantitatively measure people’s feeling (image) by adopting Kansei Engineering. This purpose was to analyze the relationship between design features and the image evaluation on the shop fa ade. The latter has complex nature based on differences in architectural professionals' and non-architectural professionals’ appreciation of substantial likeness factors. Semantic Differential Scale (SD) evaluation was applied by questionnaire to examine the cognition of single-building restaurants. Regression equation between design categories and Kansei words was statistically concluded using Hayashi's Quantitative Theory Type I. Three main factors, morphology style, affective value, and fashionable aesthetics, were extracted by factor analysis. Finally discrimination in restaurants extended to 4 groups through cluster analysis by non-architectural professionals, and when which is compared with that of architectural professionals, separated into 5 groups; the differentiation was because of critical discernment of style, shape, pattern, color and aesthetics.