A Case Study of Kansei Image Survey System Based on Generational Differences

In the 21st century, the global market has tremendously changed. People have gradually enhanced their survival mentality from the materialistic fulfillment into the emotional one. This phenomenon has transcended producers' role in the market. They no longer only manufacture products and provide goods, but they should also create a kind of product that can create atmosphere and stories, so that consumers can experience deeper satisfaction and emotions in their purchase behavior. This study applies the questionnaire method to compile and to analyze the collected data in order to understand the effectiveness of the application of Kansei Engineering and its relationship with the generational differences: 1. By examining the existing Kansei image survey system (2005) 2. The modification and analysis of Kansei system: In the assessment of rational and emotional vocabularies, the current and previous results of current quantification type I are compared and it was found that the previous results of 'rational or emotional' feelings possess certain degree of accuracy, while the vocabularies for 'individual or popular' feelings show significant discrepancies. 3. Public questionnaire analysis: The subjects are divided into two groups. One group is to study on 'individual or popular' feelings. The other one is the comparison between physical control group and online respondents that shows significant difference.