年轻消费者对轿车造型风格的认知研究

Young Consumers' Perception of Form Style of Passenger Cars

目的探索消费者对轿车造型风格及设计构成的认知特性。方法进行聚类分析,选取代表性造型。进行多维尺度分析,得到消费者的知觉图。进行多维偏好分析,发现意象空间中的造型风格与设计特征分布规律。结论消费者依照造型相似程度将车款分为不同类别;车款造型有规律地分布在以造型风格与设计特征为主线的二维空间中。在多维意象空间中,依据车款在意象维度上的投影值,找到体现消费者特定意象的设计构成与造型风格;对于有助于激发购买行为的"喜欢的"意象,表现为前脸造型明显分割,在Y0轮廓线构成上各段之间顺畅连接、发动机罩与前脸弧曲过渡。

It aims at exploring the characteristics of consumers＇ perceptions of passenger cars＇ form style and its fea- ture compositions. Cluster analysis and multidimensional scaling are used to select the representative forms and to probe the consumers＇ perceptual mapping respectively. Multidimensional analysis of preference data is conducted to present the configuration of form styles and design features in an image space. Passenger ears can be grouped according to form si- milarity in consumers＇ perception and are distributed regularly in the two-dimensional space with form style and design feature as axes, and form styles with certain feature compositions, which arouse consumers＇ specific feelings of images, can be targeted by projecting its coordinates onto image axes in the multidimensional image space. Furthermore, the form style corresponding to ＂favorite＂ image, a helpful cause for consumers to purchase, is an automobile face with separated parts of grille, front bump and air intake area, especially while the Y0 profile is fluent when its segments are ransited smoothly and there is a blend between hood and grille areas.