櫥窗陳列設計於消費者感性意象之研究

A Study of Shop Window Design on the Consumer Kansei Imag

本研究探討影響消費者於櫥窗設計中之感性意象，並歸納櫥窗視覺設計要素，作為設計實務參考。研究以專家 訪談、KJ 法蒐集意象語彙，邀請專家設計櫥窗代表性樣本後，運用田口直交法（Taguchi Method）收斂樣本，再以實 驗室實驗法進行櫥窗感性意象評估，最後採單因子變異數分析（One-way ANOVA），了解消費者對不同櫥窗感性意 象之差異。研究結果為：1.專家實務經驗歸納之結果，櫥窗設計要素可分為（1） 品牌形象、（2）商品類型、（3）色彩 配置、（4）裝飾物件、（5）空間比例、（6）主題呈現、（7）構成手法與（8）照明設置等八項設計要素；2.「洋裝服飾」與 「運動服飾」兩類型櫥窗的感性意象探討中，消費者們在「時尚感」、「現代感」與「溫暖感」等感受程度較低。

The purpose of this study is to investigate the factors that influence the consumers of kansei image in a shop window design, and concludes with the essential factor of shop window design as a practical reference. The research uses interviews with experts, the KJ method to collect image vocabulary, an expert is invited to design a representative sample of the window, additional experts are invited to design a representative sample of the window again, then to use the Taguchi orthogonal method to establish a representative sample of the shop window, in the stage of laboratory experiments, and to understand the consumers'kansei image trend in different types of shop windows. Finally, to use a One-Way ANOVA to analyze the variety of consumers'feelings and experiences in the different window displays of the kansei images.