Bloch (1995)提出產品設計之美學乃透過消費者體認知之後，再形成對產品偏好的態度並影響其消費行為。但直至今日，研究上仍未對個體認知在產品設計偏好或行為間加以驗證，形成一研究缺口。鑑於上述存在之研究缺口，本研究以照相手機作為研究對象。研究目的在於了解產品設計對消費者偏好之直接影響，消費者認知在此關係中所扮演的角色、產品設計之認知路徑與人口統計變數的影響效果。經文獻回顧後，將產品造型分為型、色、質三大類，以消費者之認知(涉入程度與認知需求)作為變數，消費者人口統計變數(學歷背景、性別及家庭年收入)作為影響效果，據此推導出七項假設。透過假設之驗證，深入探究產品外觀造型設計對消費者偏好之影響。研究資料收集採問卷調查法，分兩階段進行。第一階段自實體照相手機中萃取出造型，因素分析加以命名，並為第二階段所用；第二階段則對造型屬性喜好與認知之調查，以了解消費者喜愛與不喜愛之造型，及其所帶來之消費者偏好。最後對市面上所販售的照相手機之造型進行調查，並與本研究所找出受喜愛的照相手機造型進行比對，以了解受喜愛之照相手機造型是否有對應到實際之照相手機上。與產品設計偏好之調查，以了解消費者喜愛跟不喜愛之造型，及其所帶來之消費者偏好。最後對市面上所販售之照相手機之造型進行調，並與本研究所找出之受喜愛之手機造型進行比對，以了解受喜愛之手機造型是否對應到實際之照相手機上。

Bloch (1995) has proposed that the product design`s aesthetic causes effects on customers`cognition, their attitude and preferences to the product and,in the end,their behaviors of consumption.But until now,the effects which customers’ cognition brought on product appearance design and on customers` preferences have not been verified by prior researches.To fulfill these deficiencies, this research took cell phones equipped with camera as example,aiming to investigate the direct effects of product appearance design on customers` preferences,the role of consumer ’s cognition, the path of product design in consumer’s cognition,and the effects that demographic elements caused. Through reviewing prior literature, product design was defined by three categories: appearance,color,and texture.This research took elements of consumer’s cognition (including involvement and need of cognition) as the first group of variables and consumer’s demographic variables(including education,gender,and annual revenue of the family) as the second, from which,seven hypotheses were derived. Through the testing of hypotheses, this study explored the effects that product appearance design causes on customers` preferences.The research data were collected through questionnaire in two phases. The first phase of questionnaire was to define the elements extracted from cell phones in present market in Taiwan with factor analysis. With the results from the first phase, in the second stage, this research surveyed the design elements and customers’ cognition in order to explore customers’ preferences. Finally, this research compared the design elements of cell phones in present market to the results from this study in order to understand how the results corresponded to the market.

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