隨著時代演變，消費者對產品之需求逐漸由功能性的滿足轉向個性化、休閒及環保，進而促使手作休閒及物品再造逐漸於國內盛行，使得家用縫紉機的需求日益增加，產品開發亦需隨消費者習性改變進行調整，以利於產品在設計時即切合消費者需求及喜好，有助於在銷售市場的定位與區隔。
　　本研究目的在於瞭解女性消費者針對品牌型號、外觀設計、不同年齡消費者行為以及造形意象形容詞（本文簡稱造形意象詞）因素影響家用縫紉機的喜好，進而發掘家用縫紉機所擁有潛在顧客市場與產品設計方向。研究程序分為三階段，第一階段篩選2019年五大品牌共9個造形互異的受測樣本，並使用Photoshop修除樣本色彩及品牌型號產生9組對照組。第二階段依據相關文獻挑選出適合家用縫紉機產品類別或屬性之造形意象詞，並透過設計領域專家萃選出適宜的詞彙。第三階段運用語意差別法（SD法）以形容詞彙為量尺，採用李克特量表設計問卷，瞭解不同消費族群對家用縫紉機外觀設計、品牌及造形意象詞的喜好。
研究結果發現：
一、品牌型號在所有年齡層間都是考量家用縫紉機機身外觀時重要的因素，說明品牌是能被消費者所信賴且被認定為具表現在外的價值，品牌的知名度高低影響消費者購買慾望。
二、外觀設計上，以簡單且現代感之產品最受喜愛；顏色以基本黑、白兩色為不敗經典款；材質以金屬材質為優，因金屬質感光澤能為消費者帶來科技感及高價感受進而受到青睞。
三、不同年齡層在消費者行為上呈現不同選擇，20-34歲區間以價格高低會是主要的考量因素，35-44歲區間優先考量功能豐富及使用介面友善，45-60歲區間價格高低較非主要考量範圍，著重在功能性與操作性。
四、造形意象詞對於消費者的影響則發現，若造形意象詞傳達出「簡潔的」、「現代的」會讓消費者對此產品的喜好度增加，反之，若造形意象詞傳達出「複雜的」、「陽剛的」則讓消費者對此產品的喜好度降低。

　　研究結果顯示品牌型號、外觀設計、不同年齡層以及造形意象詞因素均影響著消費者對家用縫紉機的喜好度，透過以上研究結論，將有助於縫紉機業界及產品設計師在設計、宣傳產品時，針對以上因素歸納增加產品市佔率並貼近消費者喜好。

With the change of times, the customers’ demand for products has gradually shifted to a new trend of personalization, leisure, and environmental protection. An increasing demand for the household sewing machines has been created following the popularity of a new demand for hand-made leisure activities and article remaking in Taiwan. This master’s study is to help product design meet customers’ needs and preferences, and to facilitate product positioning and differentiation in the market. The product development requires constant adjustment to changes in customers’ habits.

　　In this research, the research procedure goes with three stages : the 1st stage, a total of 9 test samples, with different designs, from five different brands in 2019 were designed to 9 test groups, eliminated sample colors and brand to be control groups. The 2nd stage, the appropriate image adjectives of shape that describe the specific category or attribute of household sewing machines were selected from related literature, and then extracted by experts. The 3rd stage, a questionnaire was designed with the semantic difference method (SD method) as a vocabulary scale and by adopting the Likert scale, to understand the preferences of different customer groups for the shape designs, brand logos and image adjectives of shape of household sewing machines. It is found that the brand models, product shapes, and image adjectives of shape, affect different age’s customers'' preferences for household sewing machines.

　　The findings of the research are showed in four perspectives. First, the brand model is a significant factor in considering the household sewing machine for all age groups, indicating that brand can be trusted by customers and is recognized as having an external value, or the popularity of brand can affect customers’ purchase desire. Second, the products with a simple, modern shape is the most preferred style. Also the basic black-and-white color combination is still the dominating choice. Third, the age group also is also a key factor to the market. In the 20-34 age group, price levels tend to be the main consideration for purchase. However, the 35-44 age group tends to place equal emphasis on both the varied features and user-friendly interface. Moreover, the age group of the 45-60 tends to ignore the price difference, and prioritizes functionality and operability. Finally, the study on the effect of image adjectives of shape found that the image adjectives transmitting a sense of "simplicity" and "modernism" tend to increase customers'' preference.

　　The master’s study shows that brand models, the shape designs, the different age groups, and the image adjectives of shape all affect customers'' preference for household sewing machines. The study could be an reference for the franchise to explore the potential customer market with different and specific influential factors in the research.