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| Title: | 以結構比對理論與注意力驅動機制探討消費者品牌識別標誌美感決策評價歷程
Exploring the Evaluation Process of Aesthetic Judgment on Logo by Structure Comparison Theory and Attention Driving Mechanism |
| Authors: | 楊偉顥
Yang, Wei-Hao |
| Contributors: | 別蓮蒂
沈永正
Bei, Lien-Ti
Shen, Yung-Cheng
楊偉顥
Yang, Wei-Hao |
| Keywords: | 相似性
結構比對理論
Logo美感比較
Similariy
Structure alignment theoy
Logo aesthetic comparison |
| Date: | 2018 |
| Issue Date: | 2018-07-31 14:06:55 (UTC+8) |
| Abstract: | 本研究旨在瞭解消費者如何評比一個產業內的多個品牌Logo，或當品牌進行品牌改造，或想使用新Logo經營品牌延伸時，消費者如何比較原始Logo和新設計Logo的差異與美感，並產生評價。本研究透過一個質性訪談與三個實驗，以結構比對理論與注意力驅動觀點來探討消費者在Logo美感比較與Logo美感相似性判斷的歷程。
研究一透過質性深度訪談法，萃取出兩大類共九項消費者在進行Logo比較時的美感準則，具象美感準則：彩度、明度、顏色協調感、結構對稱、重心均衡；詮釋美感準則：意義、設計感、圖案設計概念簡單、現代。進一步，從美感準則被提取的數量分析發現，在比較的情境中，美感準則類型上，詮釋美準則數量皆多於具象美準則。在共通與差異屬性上，則多以對位差異屬性數量為主。若以兩項美感判斷任務來看，相似性判斷中不論美感準則類型，皆以對位差異屬性居多；但在美感評價任務中，詮釋美感準則屬非對位差異屬性較多，具象美感準則以對位差異屬性較多。 研究一訪談結果，發現消費者在隨機呈現不同品牌的Logo間比較Logo美感與相似性判斷，美感準則類型與差異屬性會對消費者在做Logo間美感比較與相似性判斷時有影響。
研究二則透過實驗法，探討三組不同產品的Logo加入具有特定美感特徵與差異屬性特徵交乘的設計元素後新板Logo評價，來驗證各種差異屬性與不同心智驅動(Top-down)與視覺驅動(Bottom-up)模型對消費者做美感比較評價與美感相似性判斷時的影響。研究結果發現，消費者在做美感比較判斷時非對位差異屬性特徵顯著大於對位差異屬性，而在相似性判斷時，對位差異屬性大於非對位差異屬性。此外，本研究進一步想了解單一視覺訊息，以不同差異屬性呈現時對受試者的影響效果，發現在相似性判斷中，具象美感準則在不同差異方式呈現對相似性的判斷結果差距大於詮釋美感準則在不同差異方式呈現時對相似性判斷結果的差距。在美感判斷時，則是詮釋美感準則以不同差異方式呈現在美感判斷的差距會大於具象美感準則下不同差異屬性呈現對在美感判斷上差距。
研究三與四則是延伸研究二的Logo改變對美感與相似性判斷的影響，透過企業品牌延伸情境將實驗二結果納入實際商業應用，驗證消費者在面對與原品牌類別不同距離的品牌延伸Logo改變時，新Logo具有的美感準則特徵與呈現的差異屬性方式間關係，對消費者知覺新舊Logo間美感差異與相似性判斷的影響。研究發現在作美感判斷時非對位方式呈現美感準則會比對位方式呈現美感準則容易引發消費者抱持正向的美感反應。在做相似性判斷時，對位差異方式呈現美感準則，比非對位差異方式呈現美感準則對視覺訊息相似性評價高。
本研究結果發現，消費者在做美感評價時，採非對位差異屬性相對重要，而在相似性判斷上，不論美感準則類型，都是對位差異屬性相對重要。學術貢獻在於，釐清消費者在處理象視覺圖像這類整合性訊息時，屬性間比較的關係以及視覺訊息在類別化與評價作業上的關係。非對位差異屬性的重要性僅在屬性內容也是屬於高層次需耗費較多認知資源的情境下會成立，若屬性內容屬於具象化，會驅動消費者關注在單一具象特徵表現，進行對位方式的相似性比較；學術貢獻二是說明在抽象概念上的歸類作業，不論比較物具備的屬性特性，仍以對位差異屬性較為重要。本研究期許的商業應用，是可提供新進廠商Logo設計參考，若希望創造美感特徵，建議加入獨特的詮釋美感元素；若希望能強化消費者與現有品牌間的連結，則可加入現有品牌Logo存有的設計元素，以產生對位差異效果，提升與現有競爭品牌間的可比較性。
This thesis aimed to ascertain how consumers would evaluate the similarity and make aesthetic judgement between the original logo and the new logo of a brand in the process of a brand’s reform or a brand extension. Through a qualitative interview and three experiments, the study explored the process of consumers` aesthetic comparison and judgment on the aesthetic similarity between logos using the structural alignment theory and attention-driven perspective.
In the qualitative in-depth interview, a total of nine aesthetics principles that consumers used in the logo comparison process was elicited and then classified into two categories. The first category is concrete aesthetic principles which include: color, lightness, color harmony, structural symmetry, and balance of structure. The second category is interpretational aesthetic principles which entail: meaning, sense of design, simplicity in the design concept, and modernity. A further analysis of the aesthetic principles and their alignable and non-aligable attributes showed that non-alignabilities outnumbered alignabilities in interpretational aesthetic principles when consumers were given the task to make aesthetic choices. On the other hand, more alignabilities than non-alignabilities were identified in concrete aesthetic principles in consumers’ aesthetic judgment. In addition, the number of alignabilities exceeded that of non-alignabilities in both concrete and interpretational aesthetic principles in the similarity task.
Study two was a 2 (concrete aesthetic principle vs. interpretational aesthetic principle) x2 (alignable difference vs. non-alignable difference) factorial experiment designed to test the influence of different design combinations on aesthetic comparison and similarity judgment. The result showed that consumers significantly relied more on alignable difference attributes than on non-alignable difference attributes when asked to evaluate the similarity between the original logo and the new logo, while non-alignable differences had a greater influence on their aesthetics judgment. The study assumed that aesthetic principles would be influenced by the presentation and the evaluation task. Differences between alignable and non-alignable presentations observed in the two tasks under any of the same aesthetic principle were examined. The hypothesis was supported by the result. In the similarity task, differences between alignable and non-alignable presentations under concrete aesthetic principles were bigger than those found under interpretational aesthetics principles. Moreover, in the aesthetic judgment task, differences between alignable and non-alignalbe presentations found under interpretational aesthetics principles were bigger than those under concrete principles.
Study Three and Four extended the result of Study Two in the context of brand extension. The assumption of the two experiments was held that the influence of aesthetic principles and alignablities would be moderated by the distance between the categories of the original product and extension product. Generally, consumers relied on alignable difference attributes to compare the similarity of the two logos and non-alignable difference attributes to make aesthetic judgment. Nonetheless, the moderator effect of the distance of the categories of the original and extension products were not significance.
The study found that non-alignable difference attributes were more important than alignable ones when making aesthetic judgement. Also, alignable difference attributes played a greater role in similarity judgment. The theoretical contribution of this study is to test the alignabilitiy effect on integrated graphic messages. This study clarified the influence of the relationships between alignable and non-alignable attributes and aesthetics principles. The importance of non-alignable difference attributes will be established only when the attribute content requires high cognitive resources like interpretational aesthetic principles.
The commercial applications expected in this study, are to provide new references for logo designs. If a new brand is to incorporate aesthetic elements into its logo design, it is advised to add a unique interpretational aesthetic element. If a company is looking to strengthen the link between its consumers and its existing brands, it may consider employing design elements of its existing brand logo to create an alignable difference. |
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| Description: | 博士
國立政治大學
企業管理學系
99355505 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0993555053 |
| Data Type: | thesis |
| DOI: | 10.6814/DIS.NCCU.BA.003.2018.F08 |
| Appears in Collections: | [企業管理學系] 學位論文
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