中文摘要
今日的飾品，代表著人對時尚的審美觀、開啟鑑賞的想法，與擁有的渴望，而不再是炫耀
自己價值的表徵。許多設計師，藉這個機會在展場，推出醞釀已久的最新獨特設計，希望
在最短的時間，就能夠吸引消費者眼光，但真正能夠影響消費者購買意願的因素有很多，
除了運用白金、黃金、銀、銅、錫、樹脂……等等，還有更多不為人知的材質搭配變化。
就因為多元化材質的搭配，吸引消費者，卻忽略設計師對造型的設計，所以，本研究針對
不同族群消費者，對銀飾時尚原素需求，選出不同品牌銀戒做為樣本。以語意差異分析法
，就其造形風格，意象語彙的主觀評量測試資料，透過統計分析探討受測者，對於不同品
牌銀戒的偏好意象與認知分佈情形，和不同品牌銀戒樣本，在認知空間的市場定位，再由
形態分析和數量化I類分析，描述不同設計造型手法，對受測者在認知空間，與風格意象
之影響分析，加以運用在產品造型呈現上，瞭解設計之考量，為相關之研究及未來金工飾
品個人工作室設計研究之參考。
Abstract
The modern decoration represents people’s appreciation of aesthetic value and personal
desire of fashion stuff. It is no more a mere representation of individual worth. For
this reason, many designers take advantage of the opportunity to launch into the market
their unique fashion design so as to catch the consumer’s eyes in a short period of
time. However, there are a variety of determining factors that will influence the
consumer’s intention of purchase. For example, in addition to the texture of platinum,
gold, silver, bronze, tin, and resin, there are limitless collocations of texture design.
Nevertheless, designers sometimes neglect the product form design due to the reason that
the diversity of texture will attract the consumers.
To cope with the problem, the authors attempted to explore the needs and style perceptions
of different user groups, including financial, manufacturing, entertaining, young students,
and service groups of consumers, regarding the product form of fashion silver rings. The
purpose of this study is triple fold: (1) to investigate the distribution of preference and
perceptions of fashion silver rings of different user groups; (2) to compare and contrast
the market positions of different brands of silver rings; (3) to analyze the utilities of
form treatments on consumer’s preference and style perceptions from different user groups.
For the above purposes, 200 subjects from different user groups will be invited for the
evaluation of styles and intention of purchase for representative silver ring design.
Questionnaire survey and semantic differential experiment will be conducted to gather
market needs and style perception data. Their needs, intention of purchase, and style
perceptions will be analyzed and transformed into design specification for new fashion
silver ring design.
With the evaluation data obtained from the experiment, principal dimensions will be
extracted from which marketing positions for different brands are going to be generated.
These principal dimensions serve as the major factor for further analyses. From the
distribution of representative ring designs, the characteristics for varying clusters
will be compared. At last, morphological analysis will be conducted for the coding of
product form of silver ring design. Then a quantification type I analysis , a sort of
multiple regression analysis, will be processed to explore the effectiveness of different
form treatments of design elements have towards these principal dimensions. The results
of quantification type I analysis will help designers clarify the important design elements
and moreover, the form treatment of design elements of which the utilities are relatively
high for purchase intension and principal dimensions. The quantitative data will serve as
some design references for designers to develop similar kinds of fashion decorations.