Ching Yang
Department and Graduate School of Industrial Design, National Yunlin University of Science & Technology, Taiwan
Chia-Sheng Chen
Department and Graduate School of Industrial Design, National Yunlin University of Science & Technology, Taiwan
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Published in: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Linköping Electronic Conference Proceedings 100:32, p. 405-422
Published: 2014-06-11
ISBN: 978-91-7519-276-5
ISSN: 1650-3686 (print), 1650-3740 (online)
This study mainly used viewpoint of Kansei engineering to conduct survey of motorcycle shape cognition and usage evaluation among young (20-35 years) and middle-aged (35-55 years) males and females in Taiwan. Firstly; field observations and interviews were adopted to perform on-site shooting and recording of brand; model; purchase motivation; intended use; males and females’ dressing style; etc. of 96 samples of 100-150CC motorcycle so as to know popularity of motorcycle in Taiwan and differences between generations and genders. Then; 10 representative motorcycle samples were selected. SD (Method of Semantic Differential) was used for shape cognition and usage evaluation survey among 114 interviewees and SPSS statistical software was used for factor analysis in order to understand young and middle-aged groups’ relevance and gender difference in terms of motorcycle shape and usage evaluation.
Results of this study show young and middle-aged generations mainly consider factors such as brand; appearance; lightness; convenience and price when choosing motorcycle.Males and females purchase suitable brand and model as per personal height; body size; preference for shape; etc. Females mostly select light model of 100~115c.c and are in favor of relatively low horsepower and compact shape; males prefer to choose 125-150c.c sport motorcycle with strong horsepower and huge size. Factor analysis results of shape cognition and usage evaluation can be divided into three factors: (1) appearance; (2) sense of design; (3) operability. 125c.c models generally show a huge and steady sense while 100c.c ones feel small and light. Simple arc appearance looks natural while complex and sharp appearances makes people feel unique. Curved design and small volume are suitable for females. These findings can provide a reference for subsequent relevant research development and future design development.
Motorcycle; Generation Difference; Gender Difference; Semantic Differential method; Usage Evaluation
