EXPLORING THE RELATIONSHIP BETWEEN CONSUMERS’ EMOTIONAL PERCEPTION AND PRODUCT FORMS: A CASE STUDY ON CAR DESIGN

Sugoro Bhakti Sutono

doi:10.24176/simet.v9i1.1978

EXPLORING THE RELATIONSHIP BETWEEN CONSUMERS’ EMOTIONAL PERCEPTION AND PRODUCT FORMS: A CASE STUDY ON CAR DESIGN

Sugoro Bhakti Sutono - [ https://orcid.org/0000-0001-7378-7172 ]

Abstract

Nowadays, there is a need to analyze the relationship between emotions, consumers and product design need. Hence, the objective of this study is to investigate the relationship between Malaysian consumers’ emotional or feeling preference, or so-called Kansei perception, on product form of car design via survey. A semantic differential method is employed to measure the subjective response of emotional perception. An independent t-test and factor analysis are carried out to analyze the consumers’ perception. The consumers’ semantic differential is gathered from a total of 112 subjects, comprising of 56 males and 56 females, whereby the subjects evaluate 12 car designs using 16 Kansei adjective pairs. The results reveal that there no significant differences in perception distribution between males and females for all Kansei impressions. From the factor analysis, it is found that the Kansei impressions on car design can be grouped into three factors which significantly influence the consumers’ emotional perception.

Keywords

consumers emotional perception; product form, semantic differential method; car design; kansei engineering

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Referensi

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DOI: https://doi.org/10.24176/simet.v9i1.1978