基于信息传播模式的手表表盘设计

Watch Dial Design Based on Information Transmission Mode

中文关键词: 信息传播模式  手表表盘设计  造型美感  顾客认知  购买意愿

英文关键词: information transmission mode  watch dial design  aesthetic  customer cognition  purchase intention

中文摘要:

      目的 旨在以信息传播模式为基础，探讨顾客对于手表表盘设计在造型美感、顾客认知与购买意愿等方面的研究，提出相关设计建议。方法 以实验问卷法作为研究方法，以造型美感、顾客认知与购买意愿3个构面进行问卷配置，选取3款在信息传播复杂性与外观造型两个向度上具有差异的手表表盘作为受测物，对45名不同性别之受测者进行测试，对数据进行双因子变异数统计分析。结果 受测者对3款手表表盘在“造型美感”与“顾客认知”上不存在显著关联性;在“造型美感”与“购买意愿”上存在相关联性，造型上受测者越认为具备美感就越愿意购买;在“顾客认知”与“购买意愿”上不存在关联性。结论 受测者在造型上更偏好于指针图底比值较小、表面质地规则、结构与构造更完整的表盘外观;在未来手表表盘设计的过程中，可以置入更多在中心点、刻度、指针及行动模式设计上的创意与个性元素，但时间资讯显示上也要偏向于更明确;受测者不易对相对更个性化设计的手表买单，在未来手表表盘设计过程中，可以针对不同目标人群去测试他们对于不同创意与个性化设计元素的接受程度。

英文摘要:

      The purpose of this study is to explore the research on the watch dial design in terms of aesthetic, customer cognition and purchase intention based on the information transmission model, and to propose related design suggestions. Take the experimental questionnaire as the research method. The questionnaire configuration was based on the three aspects, including aesthetic, customer perception and purchase intention. Three watch dials differing in the complexity of information transmission and appearance were used as the test subjects. There were 45 human subjects, male and female, and the data were analyzed using two-factor variation statistics. Results show the subjects did not have a significant correlation between “aesthetic” and “customer cognition” of the three watch dials; there was a correlation between the ”aesthetic” and “purchase intention”. The more aesthetic the watch dial is, the more willing customers will be to buy; there is no correlation between “customer cognition” and “purchase intention”. (1) The human subjects are Chinese students who have some knowledge of design, and they prefer the dial with a smaller ratio of the pointer map, even-textured surface, and a more complete structure and configuration in terms of styling; (2) In the future, one can put more elements that are creative and characteristic in designing center point, scale, pointer and action mode, but the time information displayed should be more clear; (3) It’s not easy for the human subjects to pay for watches with more characteristic design. In the future, designers can test different target groups’ acceptance degree of watch dials with creative and characteristic elements.