A Study on Evaluation Method of Kansei Quality

感性品质是以人的形象来衡量的品质。感性品质必须转化为物理特性，才能反映在产品设计上。本研究的目的是开发与产品设计相结合的感性品质评价方法，并在2000年度进行了感性品质评价的问卷调查。SD法是问卷调查中常用的一种排列形容词对的方法。本研究以感性特质相关个案为研究对象，将形容词对进行分类，以获得形容词对的选择准则。探讨了分类、意义理论与人的感知过程的关系，并在2001年度对部分产品进行了感性质量问卷调查。根据数据分析和受访者的个人资料，澄清了个体之间的差异。提出了一种考虑个体差异的感性素质分析方法。该方法将主成分分析应用于总体感性的双中心数据，使个体间的偏好差异更加明显。第二步，根据感知品质的区分度和评价项目的个体差异，将被调查者分为若干层次。最后通过对各层进行图形建模，明确了评价结果与物性之间的关系。通过图形建模，可以清楚地了解感性质量评价结构与感知过程模型之间的关系，从而可以系统地选择评价术语，为考虑感性质量的产品设计提供有用的信息。特别是考虑到个体之间的差异，明确了细分市场应该如何构成。

Kansei Quality is quality that is measured by human image. Kansei Quality must be transformed into physical characteristics in order to reflect it on product design. The purpose of this research is developing methodology of evaluating Kansei Quality and linking to product design.In 2000 fiscal year, a questionnaire survey is investigated as a method of evaluating Kansei Quality. SD method that arranges pairs of adjectives is generally used in a questionnaire survey. In this research, past cases those related to Kansei Quality are investigated and pairs of adjectives are classified into some groups to obtain guidelines of selecting pairs of adjectives. The relation between classification, the meaning theory and human perception process is discussed.In 2001 fiscal year, several questionnaire surveys of Kansei Quality of some products are implemented according to the guideline. Based on the data analysis and personal profile of respondents, differences among individuals are clarified. An analysis method of Kansei Quality considering differences among individuals is proposed. The method applies principal component analysis to double centered data of total Kansei and makes the preference difference among individuals clear. Respondents are stratified into several strata by difference among individuals of distinction and evaluation items of Kansei Quality in the second step. Relation between evaluation results and physical characteristics is clarified by applying graphical modeling to each stratum in the last step. Graphical modeling can make it clear that how the evaluation structure of Kansei Quality is related to the perception process model.Results of the research make it possible to select evaluation terms systematically and to know useful information on product design considering Kansei Quality. Especially considering differences among individuals makes it clear that how market segments should be composed.