Study for Style Image Evaluation of Scooters in Taiwan and China

Scooters that resemble each other are used in various areas in Asia. You may wonder users in different areas have what images they have toward scooters. It will be constructive to learn exactly what styles users want scooters to have based on rational analysis. The purpose of this study is to define what images scooters have in different regions and to estimate specific styles they are required to have through scientific research. In short, this study is to comprehend regional characteristics of scooter design images by comparison of evaluation results conducted in different regions. In order to clarify the image of the scooter style, a questionnaire survey had been conducted in China and Taiwan. 24 photographs of typical style images of scooters have been evaluated with 22 adjectives throughout 5 stages. Judging from the results of factor analysis and cluster analysis, regional characteristics are clarified. In Taiwan personality has a priority and in China a factor of stateliness is considered most important. It is detected that there is an explicit difference in images of scooters between Taiwan and China. Thus, when design targets are defined clearly, bases for required scooter design styles become ready to be assumed. These bases can provide suggestions for design development in each region.