摘要
随着经济的发展,人们生活水平的提高,情绪在消费中所占的比重不断上升,直至处于决定性地位。Style-Vision的情绪理论将产品情绪内涵和消费者个性进行完全匹配,成为如今研究消费行为的有效工具。但该模型不能将人对"物"的感性意象定量或半定量地表达出来,并与产品设计特性相关联。笔者运用语义差别法来弥补该理论的不足,构建平板电视的语义地图,为品牌定位和产品定位提供参考。
With the development of economy and the improvement of people's living standards,emotions plays a more and more important role in consumption,even a decisive position.Mood theory by Style-vision which made the emotions of products perfectly match the consumers’ personality types,now becomes an effective tool to research consumer behavior.However,the models can’t express the kansei image in a quantitative or semiquantitative way,and also can’t build up the relation between psychology kansei image and product form. The author used semantic differential method to compensate for the lack of mood theory,and constructed the semantic map of flat-panel TV,which can provide references for enterprises to position brands and products.
