利用模糊-AHP 对影响消费者认知思维和汽车设计的因素进行事实分析

IF 0.1 0 ART
Jitender Singh, Prabir Sarkar
{"title":"利用模糊-AHP 对影响消费者认知思维和汽车设计的因素进行事实分析","authors":"Jitender Singh, Prabir Sarkar","doi":"10.5614/j.vad.2024.16.1.4","DOIUrl":null,"url":null,"abstract":"Consumer cognitive and emotional responses significantly impact consumers’ affinity for both tangible and intangible products. Recent research underscores the heightened influence of consumer emotional and cognitive perceptions in product design, surpassing reliance on designers’ instincts or experiences. This case study delved into the analysis of automobiles, using cars as focal product. While visual elements like curve lines, grill design, and color predominantly shape consumer perspectives, non-visual factors such as reliability, quality, and ergonomics play a pivotal role in purchasing decisions. Our investigation, involving six industrial experts and over 130 participants, explored non-visual factors affecting consumers’ cognitive perceptions during car purchasing. Through a two-phase experimental approach, we developed a framework to understand the disparities in ranking assigned by consumers and designers to these non-visual factors, revealing perception gaps. Utilizing the rank value methodology, the Pareto principle, and Fuzzy-AHP analysis, we identified mileage/fuel efficiency, safety features, and reliability as dominant factors influencing consumer perceptions. Designers, on the other hand, prioritize safety features, reliability, and quality/warranty. Our findings emphasize the strategic significance for automobile companies to enhance their success rates by prioritizing these key factors, ultimately elevating brand value, profile, and overall financial prosperity.","PeriodicalId":40169,"journal":{"name":"Journal of Visual Art and Design","volume":null,"pages":null},"PeriodicalIF":0.1000,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Factual Analysis of Factors Influencing Consumer Cognitive Thinking and Automobile Designing using Fuzzy-AHP\",\"authors\":\"Jitender Singh, Prabir Sarkar\",\"doi\":\"10.5614/j.vad.2024.16.1.4\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumer cognitive and emotional responses significantly impact consumers’ affinity for both tangible and intangible products. Recent research underscores the heightened influence of consumer emotional and cognitive perceptions in product design, surpassing reliance on designers’ instincts or experiences. This case study delved into the analysis of automobiles, using cars as focal product. While visual elements like curve lines, grill design, and color predominantly shape consumer perspectives, non-visual factors such as reliability, quality, and ergonomics play a pivotal role in purchasing decisions. Our investigation, involving six industrial experts and over 130 participants, explored non-visual factors affecting consumers’ cognitive perceptions during car purchasing. Through a two-phase experimental approach, we developed a framework to understand the disparities in ranking assigned by consumers and designers to these non-visual factors, revealing perception gaps. Utilizing the rank value methodology, the Pareto principle, and Fuzzy-AHP analysis, we identified mileage/fuel efficiency, safety features, and reliability as dominant factors influencing consumer perceptions. Designers, on the other hand, prioritize safety features, reliability, and quality/warranty. Our findings emphasize the strategic significance for automobile companies to enhance their success rates by prioritizing these key factors, ultimately elevating brand value, profile, and overall financial prosperity.\",\"PeriodicalId\":40169,\"journal\":{\"name\":\"Journal of Visual Art and Design\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.1000,\"publicationDate\":\"2024-07-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Visual Art and Design\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.5614/j.vad.2024.16.1.4\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"ART\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Visual Art and Design","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5614/j.vad.2024.16.1.4","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"ART","Score":null,"Total":0}
引用次数: 0

摘要

消费者的认知和情感反应极大地影响着消费者对有形和无形产品的亲和力。最近的研究强调,消费者的情感和认知感知对产品设计的影响越来越大,超过了对设计师直觉或经验的依赖。本案例研究以汽车为重点产品,深入分析了汽车。虽然曲线、格栅设计和颜色等视觉元素在很大程度上影响着消费者的观点,但可靠性、质量和人体工程学等非视觉因素在购买决策中也起着举足轻重的作用。我们的调查由六位行业专家和 130 多名参与者参与,探讨了影响消费者购车认知的非视觉因素。通过两阶段的实验方法,我们建立了一个框架,以了解消费者和设计师对这些非视觉因素的排序差异,揭示认知差距。利用等级值方法、帕累托原则和模糊-AHP 分析,我们发现里程/燃油效率、安全性能和可靠性是影响消费者认知的主要因素。而设计师则优先考虑安全性能、可靠性和质量/保修。我们的研究结果强调了汽车公司通过优先考虑这些关键因素来提高成功率的战略意义,最终提升品牌价值、知名度和整体经济繁荣。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Factual Analysis of Factors Influencing Consumer Cognitive Thinking and Automobile Designing using Fuzzy-AHP
Consumer cognitive and emotional responses significantly impact consumers’ affinity for both tangible and intangible products. Recent research underscores the heightened influence of consumer emotional and cognitive perceptions in product design, surpassing reliance on designers’ instincts or experiences. This case study delved into the analysis of automobiles, using cars as focal product. While visual elements like curve lines, grill design, and color predominantly shape consumer perspectives, non-visual factors such as reliability, quality, and ergonomics play a pivotal role in purchasing decisions. Our investigation, involving six industrial experts and over 130 participants, explored non-visual factors affecting consumers’ cognitive perceptions during car purchasing. Through a two-phase experimental approach, we developed a framework to understand the disparities in ranking assigned by consumers and designers to these non-visual factors, revealing perception gaps. Utilizing the rank value methodology, the Pareto principle, and Fuzzy-AHP analysis, we identified mileage/fuel efficiency, safety features, and reliability as dominant factors influencing consumer perceptions. Designers, on the other hand, prioritize safety features, reliability, and quality/warranty. Our findings emphasize the strategic significance for automobile companies to enhance their success rates by prioritizing these key factors, ultimately elevating brand value, profile, and overall financial prosperity.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
11
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信