In order to design the products that meet consumers' affective needs, the product image form design method based on conjoint analysis is proposed. Firstly, multidimensional scaling and cluster analysis are chosen to ascertain the typical samples, and the attributes and levels of them are identified through morphological analysis. Secondly, product kansei images are determined via factor analysis, and then are integrated by form attractiveness. Based on this, correspondence analysis is used to explorer the relationship between kansei images and attributes. Finally, conjoint analysis is applied to build the mathematical model between them. An experimental study of office chair is conducted based on the presented method, and the results suggest that this method is valid and feasible.%为设计出符合消费者感性需求的产品,提出基于结合分析的产品意象造型设计方法.首先采用多元尺度法和聚类分析法选择典型样本,进而应用形态分析法确定产品的属性和各属性的水平.其次,利用因子分析法确定产品的感性意象,并用造型吸引力对其进行整合.在此基础上,使用对应分析法对感性意象和产品属性的关系进行探讨.最后,利用结合分析建立二者之间的数学模型.该文结合办公座椅进行研究,结果表明该方法是正确可行的.
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