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    政大機構典藏 > 商學院 > 企業管理學系 > 會議論文 >  Item 140.119/112473
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/112473

    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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