• Conjoint Analysis of price premium for Hotel Amenities (Stephen M. Goldberg , Paul E. Green and Yoram Wind,1984)

• 以產品美學屬性做為競爭策略之研究 - 台灣智慧型手機市場之探討 ( 曾重嘉 ,2008)

• Introduction- Conjoint Analysis of price premium for Hotel Amenities

• This paper is concerned with ways in which conjoint methods may be modified to deal with the correlated attributes and bundling problems.

Life Style

Cultural and

Creative industry

• Beauty is a positive, intrinsic, objectified value and, not requiring any expected utility will be able to bring people the feeling of pleasure.

(Santayana,1955)

Introduction- 以產品美學屬性做為競爭策略 , 之研究 - 台灣智慧型手機市場 之探討。

• Enterprise can create a visual identity and image by art, the aesthetic elements included in the identification aesthetic elements such as color, size, shape, texture, font, etc.

• Designers use such as color, shape, smell, hearing, touch and other main materials to design and integration, to create the aesthetic style of corporate or brand.

(Schmitt and Simonson,1997)

• Therefore, product aesthetics, in particular, can be seen directly to the visual aesthetics, for quite a significant impact on consumers.

The aesthetic properties from the perspective of the aesthetic attributes in the construction standards, the use of conjoint analysis to explore the smart phone products, consumers attach importance to the aesthetic attributes and levels.

View Service

Security Art

• Factor：View, Service, Security and

Art• 9 Trade-off bundles• Respondent ： 10 people• Method ： Conjoint Analysis

• View High：View with clear scenery

• View Medium：View with partial

scenery• View Low：

View with limited scenery

• Service High： Additional associated

service• Service Medium： Traditional room service• Service Low： Just only check in and

check out service

• Security High： A variety of security

equipments• Security Medium： Partial security equipments • Security Low： Only fire extinguishers

• Art High：Theme decoration

• Art Medium：Typical decoration

• Art Low：Little or no decoration

Security MediumService LowView LowArt High

Security LowService High

View MediumArt High

Security LowService LowView HighArt Low

Security LowService Medium

View LowArt Medium

Security MediumService HighView High

Art Medium

Security MediumService MediumView Medium

Art Low

Security HighService Medium

View HighArt High

Security HighService Low

View MediumArt Medium

Security HighService HighView LowArt Low

18

15

12

16 18 11

View

Low 9+3+5=17Medium 2+8+6=16High 7+4+1=12

Art

Low 7+8+5=20Medium 9+4+6=19High 2+3+1=6

Art is the most important value-creating factor.