Journal of Theoretcal and ppled Informaton Technology 2005-2013 JTIT & LLS. ll rghts reserved. ISSN: 1992-8645 www.jatt.org E-ISSN: 1817-3195 DEVELOPMENT OF THE CONSUMING INTENTION PRODUCT DESIGN MECHNISM HUNG-TENG CHNG sstt Prof., Department of Informaton Management, Yu Da Unversty, Maol County, 36143, Tawan, ROC E-mal: cht@ydu.edu.tw BSTRCT In recent years, the rsng of customers awareness and spendng power has led to the growth of the customzed products. The tradtonal enterprse-led products are unable to meet the customers needs. Nowadays, the enterprses have to put the emphass on the customers preferences and products must be made to satsfy the customers varous needs. In ths research, we develop a set of Fuzzy Intenton Product Desgn System. The system s capable of breakng the restrctons of tme and space. Through the Fuzzy nalytc Herarchy Process (FHP), the trangular fuzzy numbers are put nto the Parwse Comparson Matrx to prevent the fuzzy problems durng the process of conductng crtera measurement and judgment. By means of FHP, the HP Exact Value wll be substtuted by the Interval Value. nd the experts wll make strategc decsons wth humanty when evaluatng problems and gve a weght value to the measure factors. The LCD screen support structure s connected wth the Internet survey platform and FHP to construct the Fuzzy Intenton Product Desgn Mechansm n ths study. The results shown n ths paper are expected to be references to the related study and the product desgnng. Keywords: Fuzzy nalytc Herarchy Process (FHP), Product model, TV support 1. INTRODUCTION Plastc products n daly lfe are pervasve. s the plastc materal has a lght, acd, rust, waterproofng, nsulaton and other features, none other materals (metal, glass, paper, wood) can be replaced. Thus, wth the boomng electroncs ndustry plastc materals are wdely used n 3C product enclosure. However, too much load on plastc products would produce dstorton. How to use the least plastc materal, the smplest arrangement, the plastc products wth the best strength, s an mportant desgn consderaton. These developments of technology are the urgent needs for plastc products desgn. Ths study s ntended to support the weght of LCD TV as an example, the desgn expertse, Internet survey by consumer preferences and recommendatons, and enable desgners to better understand consumers' ntentons. 2. LITERTURE REVIEW The mportant research methods would be descrbed below: 2.1 Choose The Type of Support The appearance of today's LCD TV market other than colors and materals, the man dfference s n support. Therefore, ths study manly supports the development to desgn, collect several common shapes n the market as the study parameter. 2.2 Defne The Parameters of Support fter the ntal assessment of the lterature n ths study dentfes the shape that majorty of consumers loved. Based on the selected shape and then to analyze the factors affectng the control of the load. Intally ths study selected fve dfferent shapes for support whch are square, rectangular, dsc-type, trapezodal and arch. The pllars would select crcle, square and rectangular these three shapes. fter ths two parts were selected then 548
accordng to the overall appearance to do the smulaton analyss [1,2]. 2.3 Fuzzy HP The lterature revew analyss, fuzzy HP (FHP) often used n group decson-makng geometrc shape can be obtaned accurately and objectvely weghts. Ths should be qute consstent wth the study of consumer ntenton LCD TV support analyss requrements. FHP determned by HP and fuzzy theory would be revewed as follows. 2.3.1. nalytc Herarchy Process (HP) nalytc Herarchy Process (HP) s proposed by professor Saaty at Pennsylvana Unversty of Pttsburgh n 1971. It s used n determne prortes, resource plannng, dstrbuton and nvestment portfolo, etc. [2] In 1980 proposed a more complete methodology whch would make a complex problem to be systematcally smplfed [3]. Use of herarchy levels of decomposton for the problem and through quanttatve judgments to be a comprehensve assessment to provde decson-makers choose the approprate programs to reduce the rsk of wrong decsons[4,5]. 2.3.2. Fuzzy theory Fuzzy theory s proposed by Professor Zadeh at the Unversty of Calforna Berkeley, n 1965. It s a fuzzy concept to quantfy the knowledge. It s manly for ncomplete nformaton do not need complcated calculaton process and can make the rght judgments. ll knowledge can be fuzzfcaton and ts ablty to provde greater promotonal, error tolerance, and more sutable for applcatons n the real world nonlnear systems [6]. ll functon values n the range can be used as membershp functons [7]. Common membershp functons are trangular, trapezodal and Gaussan membershp functons [8]. The man purpose of defuzzcaton s to get clear from the fuzzy set of values to facltate the calculaton, and the calculaton process s called defuzzfcaton. The commonly used defuzzfcaton methods are: (1) Center of gravty method Center of gravty method strkes the object same locaton, that s to strke a fuzzy set of the "center value" to represent the entre collecton. ssumng ownershp of fuzzy set belongs to µ ( x ) functon ~ x, s the varable value, then the functon graph of the center of gravty s F( x ) = x * µ ~ ( x) µ ( x ) ~ (1) (2) Center of area method x If s a varable value, then the functon graph of the center area poston s [ x* µ ~ ( x)]* x F( x ) (2) [ ~ ( x )] = µ 2.3.3. Fuzzy HP HP decson-makng cannot overcome the dsadvantages assocated wth ambguty. Therefore Laarhoven and Pedrycz developed a fuzzy HP (FHP) [9,10]. Trangular fuzzy numbers would be drectly substtuted nto the par-wse comparson matrx to prevent the measure n the treatment gudelnes, to determne the course of such problems arsng from ambguty. FHP replace the tradtonal HP wth Interval Value of Exact Value, so that experts n the decson-makng could be more accurate assessment of the problem. Based on Saaty's vew, each level of the project should not exceed seven. Because when more than seven tems, n the apprasal process s easy to produce nconsstent, ths affects the weght and thus nfluence decson-makng purposes. 3. METHODOLOGY 1. Ths study was selected for TV supportng desgn, the development of consumer ntenton of supportng desgn system. Parameters affectng the appearance of the plastc support are dvded nto two parts: Pllar shape and the shape of the base parameters. The base parameters nclude chamferng, length, wdth, heght and angle and so on. Pllar parameters nclude length, wdth and radus [11]. 2. In ths study, prelmnary plannng to establsh herarchy, whch affect the deformaton of the elements to be broken down nto several groups. Each group then dvded nto several correspondng sub-groups, so successve layer down and creates all of the herarchy. 3. In ths study, the development of the supportng desgn herarchy dagram, dvded nto the base and pllar. The appearance of the selected support s generally commercally 549
Journal of Theoretcal and ppled Informaton Technology 2005-2013 JTIT & LLS. ll rghts reserved. ISSN: 1992-8645 www.jatt.org E-ISSN: 1817-3195 avalable by the data collecton for the exteror. Then dentfy the selected load deformaton affect the appearance of mportant factors, s set to the correspondng sub-groups as seen on Fgure 1. Fgure 1: Herarchy Dagram 3.1. Computng Weghts mong ll Levels 3.1.1. Establshng par-wse comparson matrx In the herarchy bult, ths study ntends to elements wthn the varous levels of par wse comparsons between elements. bove level elements s a class bass for assessng the mportance of evaluaton crtera. Therefore, f there are n elements then need to be n (n-1) / 2 compared n pars. Comparng the results of the n elements placed on the par-wse comparson matrx part of the upper trangle. Lower trangular part of the value s the correspondng poston on the value of the nverse trangle. Suppose that aj stands for the element assocated wth the frst j elements of the mportant weght 1 ( a j = ).The man dagonal elements of each s aj self-comparson so the value of 1. Ths study evaluated by the group decson-makng, so the calculaton must be to ntegrate the preferences of ndvdual decson-makng. Ths secton would use Saaty's proposal of "geometrc mean" as a functon of ntegraton. If all par-wse comparson matrces are consstent, ts ntegraton wth the geometrc mean of par-wse comparson matrx would be consstent also. 3.1.2. Calculatng the maxmum egenvalue and egenvector Par-wse comparson matrx tests whether the consstency requrements and must calculate λmax w the maxmum egenvalue and egenvector. 3.1.3. Consstency test ssessment to determne whether decson-makers make the same decson must be done for each matrx consstency test. Calculate the Consstency Index (CI) and Consstency Rato (CR) for each level. λmax m C.I. = (3) m 1 C.I. = 0 ndcates completely determne consstency, also n lne wth mathematcal Transtvty Law. Saaty proposed C.I. 0.1 for the allowable range of bas. 3.2. Calculate The Overall Level Weghts In ths study, among the varous levels of elements of the weght calculaton, and then calculated the level of weghts. If the consstences test through the entre herarchy then ths level can apply. Ths study would use of Buckley (1985) proposed the average method to ntegrate the vews of respondents, the ntegraton formula s: N 1 2 N m j = (1 / N) ( m j m j m j ) (4) 3.2.1. Compute fuzzy weght By the followng calculaton s calculated as w fuzzy weght : Z = a a a, = 1,2,,n (5) ( ) 1 n 1 2 n ( ) 1 w = Z Z 1 Z 2 Z n (6) 3.2.2. Defuzzcaton Ths study used Teng & Tzeng proposed the center of gravty defuzzfcaton method [12], the DFj soluton fuzzy weght value calculaton process s: DFj = ( R j Lj ) + ( Mj L j ) / 3 + L j (7) 3.2.3. Normalzaton Normalzed weght value NW of the process s: NW = DF j / DFj 3.2.4. Seres of herarchcal Through the above steps can be obtaned at the fnal goal n the 0th layer of the NW weght for frst layer of the -th key factors, the frst layer of the -th key factors NWj weght for the layer 2 of the j-th dmenson. To further obtan the ultmate goal of the layer 0 n layer 2 under the j-th evaluaton ndex NW k of the weght, t must be level seres, the seres as follows. nd calculatons by the above descrpton, t can be level after the seres of weghts. NWJ = NW NWj (8) 3.3 ddng Fuzzy Concept of HP Tradtonal HP method has a serous problem, that s, decson-makers subjectve judgments of value or relatve mportance of the 550
mprecse value, as the exact values to deal wth. For ths reason, the results of the assessment and the practcal problems often have gaps. In ths study, the applcaton of fuzzy theory to solve the comparablty between the two factors of the problem. Hopng be more n lne wth the semantc descrpton of human thnkng. Ths part of the fuzzy numbers s used n the questonnare desgn and processng. Ths study collected Teng and Tzeng proposed a+b+c rules focus on the formula ( NF = ) to 3 extract the fuzzy [12]. However, f all solutons of fuzzy data create by the formula the par-wse comparson matrx would no longer have nverted value characterstcs. Therefore, the use of a further modfcaton of the formula NF 1 NF = ( 1 1 1 ), whch can keep the value of ( + + ) 3 a b c the matrx wth nverted value characterstc features. 4. SYSTEM RESULTS System contans three major results: Hardware mplementaton, software development and enhance the user benefts results as shown n Fg. 2, and the detals are descrbed as follows: management performance Combned wth effectve nformaton technology for product appearance desgn to reduce costs and mprove product qualty and brand value. Ths can effectvely reduce the number of test and then accelerate the producton schedule. (3) System mpressonable Intenton to desgn fuzzy systems by fuzzy HP (FHP), through the Consumer Intentons Survey results, as the LCD TV the appearance of the plastc bearng selecton method. Provde product desgn and analyss of smulaton technology whle reducng development tme. The experence of unversty-ndustry cooperaton can be replcated n other ndustres and mprove the compettveness of enterprses [13]. (4) Low system mantenance cost Intenton to desgn fuzzy system tself s stable and relable software system. The system has a very good extenson. Through the system desgn pror to the relevant techncal assessment to ensure that the system developed by the Insttute wth a very hgh degree of system stablty and system mantenance costs are very low. 5. CONCLUSION Fgure 2: Schematc Dagram of Research Results (1) Reduce costs and mprove product qualty and brand value Combned wth effectve nformaton technology for product shape desgn to reduce costs and mprove product qualty and brand value. Usng the new system provdes fast servce to enhance the corporate mage of 15% and 30% full-scale customers. (2) Improve producton technology and process Ths study amed to buld a network of consumer ntentons to market research product desgn system. Ths study combned wth Internet market research platform to develop a "Fuzzy ntenton of the product desgn system." Internet market research could breakthrough by tme and space constrants. Through Fuzzy HP (referred FHP) determne the course of such problems arsng from ambguty. FHP based on nterval-value to replace the exact values n tradtonal HP. Experts n decson-makng can make a more human scale of assessment to gve a measure of the weght factor values. Therefore, FHP be effectve n specfc analyss of consumer ntent on the fuzzy concept of product modelng. Combned wth onlne market research platform and FHP, offers the ndustry's product desgn reference. 551
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