| 刘春荣,丁效国,解洋,金祎.年轻消费者对轿车前视造型相似性的认知研究[J].包装工程,2018,39(24):158-162. |
| 年轻消费者对轿车前视造型相似性的认知研究 |
| Young Consumers' Perception of the Similarity between the Passenger Car Forms in Front View |
| 投稿时间：2018-09-01 修订日期：2018-12-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.24.029 |
| 中文关键词: 轿车前视造型 消费者认知 知觉图 多维尺度分析 定性分析 |
| 英文关键词: passenger car form in front view consumers' perception perceptual map multidimensional scaling qualitative analysis |
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| 中文摘要: |
| 目的 探索年轻消费者群体对轿车前视造型相似性的认知特性。方法 依据排量和品牌筛选出的轿车前视造型，进行相似性判断消费者调研，进行聚类分析和多维尺度分析。进一步对获得的分类结果和消费者知觉图进行定性分析。结论 在消费者认知空间中，76款轿车前视造型的分布与设计特征变化存在着明确的规律。这些规律反映在知觉图的横向与纵向维度上以及各个象限中，体现为整体造型风格和局部设计特征两个层面，此外，多数分类中轿车前视造型具有各自的共同设计特征。 |
| 英文摘要: |
| The work aims to explore young consumers' perception of the similarity between passenger car forms in front view. Based on investigation into consumers' estimate on the similarity between passenger car forms in front view filtered by displacement and brand, cluster analysis and multidimensional scaling were completed. The resulted classification and consumers' perceptual map were further analyzed qualitatively. It is found that in consumers' perceptual space, the distribution and design feature change of 76 passenger car forms in front view are presented regularly along the horizontal and vertical dimensions and in each quadrant in the perceptual map in terms of overall form style and local design features. Furthermore, car forms in most categories look alike by corresponding common design features. |
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