新能源汽车的消费者审美态度研究

Consumers'Aesthetic Attitude to New Energy Cars

为确定消费者对新能源汽车的真实需求及使用体验,帮助车企明确目标用户群并清晰定义新产品,对新能源汽车的消费者主观审美态度进行研究。采用Q方法,对研究方法、研究设计、研究过程、数据处理进行了详细分析与介绍,结果表明,目前消费者对新能源汽车的主观审美态度可归纳为4种类型:追求新兴科技的智能设计偏好型、追求时尚造型的视觉设计偏好型、追求细节体验的守旧设计偏好型、追求性能舒适的实用设计偏好型,并对每种类型消费者的特征及其对新能源汽车设计的启示进行了分析。为用户研究提供了定量与定性相结合的新方法,为我国新能源汽车的工业设计提供了参考方向与设计建议。

To clarify the consumers'true demands and use experience of new energy cars and help car-manufacturing enterprises identify the target audience and clearly define the new product,consumers'subjective aesthetic attitude to new energy cars is studied.The Q method is adopted,and the study method,study design,study process and data calculation are analyzed and introduced in details.The results show that the consumers'subjective aesthetic attitude to new energy cars could be classified into 4 different types:the intelligent design preference type that pursues emerging technology,the visual design preference type that pursues fashionable modeling,the conservative design preference type that pursues detailed experience,and the pragmatic design preference type that pursues performance and comfort.Each type's characteristics and their enlightenment to the design of new energy cars are analyzed in details as well.It provides a new method that combines integrated quantitative and qualitative methods for user research,and offers conference directions and suggestions for the industrial design of China's new energy cars.