Today, when market is moving from the product-oriented to the consumer-oriented type, the lifespan of products tends to be shorter and shorter. Yet various types of products will vary consumers’ decisions when they are doing their daily purchasing.
This research aims to investigate consumers’ preferences for each kind of product in their daily purchasing, and thus to quantify their needs by conducting the methodologies of Kansei Engineering and questionnaires.
The research is divided into four parts. The first part is document review; it scrutinizes the relative researches of the relation between Kansei Engineering and consumers’ decisions. The review shows that almost every domestic research of Kansei Engineering only focuses on a single product, and without a comprehensive study, the result of the research can only be applied to a certain product. Moreover, the researches of consumers’ behaviors are mostly done by scholars with the commerce background. Their researches mainly focus on the influences of the advertising and marketing upon the consumers. The researches investigating consumers’ decisions from the perspective of design and industrial technology are rarely found.
The second part of the research, by conducting the questionnaires, is to study the primary concern of general consumers upon purchasing the daily products in nine major categories, and with the statistical methods such as t-test and analysis of variance, the interviewees have to tell the differences of various products and backgrounds. The survey shows that upon buying these products, there are four categories being their primary concern for the reason of “appearance”, i.e. furniture, stationary, personal dressing, and daily using product; and three for the reason of “function”, i.e. computer-related products, household appliances, and kitchen appliances.
The third part focuses on the perceptual requirements of the appearance when consumers are doing the purchasing. By selecting the “perceptual words” on the questionnaire, twenty interviewees must choose their favorite “words” in their purchasing, and present difference of using the “perceptual words” of the two groups (with and without the design background). The result points out three important facts: (a) among forty-seven perceptual words, the word “streamlined” is consumers’ favorite; (b) the words “practical,” “functional,” and “cute” are consumers’ second choice; (c) in presenting the different usage of the perceptual words between the interviewees with and without the design background, the interviewees with design background is significantly more sensitive in choosing the perceptual images than those without design background.
Five professionals graduated from the Dept. of Industrial Design were invited to figure out the corresponding relation between the shape and its characteristics of the four adjectives, “streamlined,” “simple,” “cute,” and “dignified,” shape analysis from the Kawakita Jiro Method. The result of the third part can be taken as reference when designing the appearance.