隨著科技的進步，消費者對於產品機能的要求漸漸提高，不同的使用者族群對於產品設計特徵的喜好情形日漸多元化。對設計師而言，精確地掌握消費者之需求與偏好，是確保產品開發成功的重要因素之一。本研究透過產品領先使用者之使用經驗與需求分析，進一步探討不同消費族群對於運動休閒服飾設計特徵之偏好情形。本研究首先應用複迴歸分析與層級分析方法，進行領先使用者族群界定與產品需求屬性界定，再以聯合分析法來探討不同消費者族群對於產品各項設計屬性的偏好情形。從消費者之習性、態度、喜好等角度去界定自行車休閒服飾設計之消費族群的設計準則訂定，供設計師與團隊於產品創新開發上之參考。研究結果顯示，受測者的偏好可分三個族群，且偏好結構都有明顯不同。第一族群為「美觀親和型」，該族群使用者重視自行車車衣的附加功能與外觀；第二族群為「耐用優質型」，該族群使用者重視車衣的品質、材質與附加功能；而第三族群為「機能舒適型」，該族群使用者則重視車衣的主要機能、安全性與舒適度。透過各使用者族群偏好內容，可歸納出不同使用者族群對於休閒服飾設計的喜好特性與需求，而這些不同的需求與偏好可供設計師與團隊進行參考，以界定消費者之需求與準則，以利進行休閒服飾之相關產品開發。 The progress of technology has made consumers increase the requirements of product functions. Different groups of users may have different preferences on product characteristics. As such, the designer needs to accurately grasp the requirements and preference of consumers to ensure successful product development. This study analyzed use experience and preference of product lead users and then explored the preference of different groups of consumers on bicycle leisure clothing design characteristics. The study used multiple regression analysis and analytic hierarchy process to identify lead users and the corresponding product requirements. The concept of conjoint analysis is also used to investigate the preference of different groups of lead users. The preferences of subjects can be divided into three groups according to the results of the study, and the preference structure is significantly different. The first ethnic group belongs to aesthetic and easygoing importance to the additional functionality and appearance of the bicycle leisure clothing; the second ethnic group emphasizes on the quality of materials and additional features of the sewing; the third group tends to the main function of the sewing machine, security and comfort. All the preferences of ethnic group contents can be referenced for designers and design team to define consumer requirements and criteria in the process of bicycle leisure clothing development.
