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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/112473
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| Title: | How grayscale influences consumers` perception of product personality |
| Authors: | 陳宥杉
Hung, Wei Ken
Chen, Yu Shan Athena
Chen, Lin Lin |
| Contributors: | 企管系 |
| Keywords: | Design;Luminance;Surface treatment;Critical design;Curved shapes;Design elements;Effect size;grayness;Net impact;Product functions;Surface finishing;Finishing |
| Date: | 2016-08 |
| Issue Date: | 2017-08-31 15:00:34 (UTC+8) |
| Abstract: | Two studies are conducted to reveal the effect of grayscale on consumers` perception of product personality. Combining with two critical design elements - shape and surface finishing, we examined the net impact of grayscale on a particular one - business-like personality. In Study 1, eighteen cases of the mobile phone were designed as the stimuli which represented the combination of three grayscale levels (i.e., S30W70, S60W40, and S90W10), angular and curved shape, and three surface types (i.e., gloss spray, light spray texture, and heavy spray texture). The findings demonstrated that both grayscale and shapes co-influenced the perceived business-like personality. Participants considered the product with dark grayscale and angular shape to be the most business-like one. In Study 2, above mentioned effects were examined by conjoint experimental design. Sixteen photos of the product were developed as the stimuli. The results indicated that shades of black and gray (brightness) had larger impacts on perceived product personality of business-like than shape and surface type did. Furthermore, we represented the effect sizes exerted by above design elements on camera, kettle, toaster, and clock in sequence. |
| Relation: | 2016 International Conference on Applied System Innovation, IEEE ICASI 2016 ,論文編號 7539781
2016 International Conference on Applied System Innovation, IEEE ICASI 2016; Okinawa Convention Center4-3-1 MashikiGinowan City Okinawa; Japan; 28 May 2016 到 1 June 2016; 類別編號CFP16E74-ART; 代碼 123344 |
| Data Type: | conference |
| DOI 連結: | http://dx.doi.org/10.1109/ICASI.2016.7539781 |
| DOI: | 10.1109/ICASI.2016.7539781 |
| Appears in Collections: | [企業管理學系] 會議論文
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| 1-4.pdf | | 280Kb | Adobe PDF2 | 552 | View/Open |
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