20070301

SPSS

ABSTRACT
Today, goods on sale in market satisfy basic functionality, usability and quality.
But, not only use function and quality demands are important, but also aesthetic,
emotional, and other experiential factors, some of which are hard or impossible to
express measurably and materially. So, it is necessary to apply Kansei Engineering to
product design.
Kansei Engineering was created to address this emotional side of product
development. It is a consumer-oriented ergonomic technology that attaches
importance to customers' emotional and sensory wants, measure it to data, and
translates them into the product design attributes. The purpose of the research is that
study on the theory base of Kansei Engineering application on product design,
mastery the apply principle, and serve for product design better.
The thesis introduces the basic knowledge of Kansei Engineering first, then
labor its applicable area and unique advantages. On the base of this, integrate many
principle of knowledge such as product semantic, aesthetics, Cognitive Psychology,
human engineering, statistics and so on, particular discuss the theory base of
applying Kansei Engineering to product design: aesthetic feeling can be measured is
substance premise, product can speaking is substance base, cognitive difference is
research direction, statistical method is research tool. At last, contrast analyze
between imago and need of customs, and demonstrate that applying Kansei
Engineering to product design can catch hold of the need of customs exactly, remove
the cognitive difference between custom and designer, and instruct product design by
data measured by SPSS.
Key words: Kansei Engineering, Product design, Measure aesthetic feeling, Product
semantic, cognitive difference, Sata. analysis

ii

1.1 ................................................................ 3
1.2 .................................................................................... 4
2.1 ........................................................................................ 6
2.2 ................................................................................ 7
2.3 .............................................................................. 10
2.4 KES....................................................................... 11
2.5 .......................................................................... 11
2.6 .............................................................. 12
2.7 ...................................................................... 14
2.8 .............................................. 15
2.9 .............................................................................. 18
3.1 .............................................................................. 23
3.2 ...................................................................................... 23
3.3 .......................................................................................... 24
3.4 .................................................................................. 24
3.5 .................................................................................. 25
3.6 iMac ................................................... 26
3.7 .............................................. 27
4.1 .............................................................................. 29
4.2 .......................................................................................... 31
4.3 .......................................................................................... 33
4.4 .................................................................................. 37
5.1 .............................................................. 39
5.2 .......................................................................... 40
5.3 ...................................................................................... 45
5.4 .................................................. 46
6.1 SPSS............................................................................................... 49
6.2 ...................................................................... 51
7.1 .......................................... 54
7.2 LCD ........................................................................... 56
vi

()

1.1
1.1.1

iMacGillette

1.1.2

Kansei Engineering

[1]

90

[2]

1.2
1.2.1

[3]

1.2.2

1.2.3

1.3

1.1
2

1.1

1.2

1
2
3

1
2

2
3

1
2
3

1
2
3
4

1.2

2.1
2.1.1
BaumgartenAESTHETICA
1750
[4]

2.1

2.1

2.2
[5]

2.2

1997
TSUKUBA

[6]2.1
2.1

2.1.2
1970

[7]

2.2
2.2.1

[8]
2.2.1.1

2.2.1.2

2.2.2

2.2.2.1 (Category Classification)

0
2.3
0

012
[9]
2.2.2.2 (Kansei Engineering System; KES)

2.4KES
1.
2.

2 N

2.3

10

2.4 KES

2.2.2.3 (Hybrid Kansei Engineering System)

2.5

2.5

2.2.2.4 (Kansei Engineering Modeling)

Fukushinta

2.2.2.5 (Virtual Kansei Engineering)

2.3
2.3.1

11

A.
B.
C.
D.
2.3.2
2.3.2.1

2.6

----

2.6

2.3.2.2

12

2.3.2.3

DIY

13

2.7

2.7

CD

2.4
2.4.1

2.8

[10]
14

2.8

70Siegfried Maser

70

80
Tom
Mitchell (1988)Thierry Chaput
1988

2.4.2
15

90

Trico DesignDelft
[11]Trico Design

Overview of Change

Closer to Users
(1)

(2)

(3)

Describing Users

Design Strategy

Design Solutions

16

2.4.3
2.4.3.1

2.4.3.2

2.9

17

2.9

2.4.3.3

2.4.3.4

2.5

18

3.1
3.1.1

[12]

[13]

19

3.1.2

Wanger
20

19

Santayana
[14]

3.1.3
20

[15]3.1

3.1

21

3.2

20

1916Ehrenfels
[16]

O
COC
60Max Bense

MOCf
O
f =M =
C
1926

Rolf Garnich1968

[17]
3.1
22

3.1

3.3
3.3.1

3.2

3.2

3.3.2

23

3.3.3

3.3.3.1
51010033
3.3

-3

-2

-1

3.3

3.3.3.2

3.4

3.4

24

3.3.3.3
ABCDEFDA
BFEC
3.3.4

[18]

3.5

3.5 ab bc
bcabababbcac
bc/ab=ab/ac=0.618

iMac
3.6iMac
25

0.618
0.62LOGO

3.6 iMac

3.7

3.7A

3.7B

3.7 A
26

3.7 B

3.4

27

Peter Sloterdijk

(1983)

4.1
4.1.1

123
456
78[19]

1989Klaus Krippendorff

[20]

4.1.2
4.1.2.1
28

Susanne Langer
Ernst Cassirer
Langer
1942

4.1

4.1

4.1.2.2

29

4.1.2.3

4.1.2.4

4.2
4.2.1

30

42050

4.2.2
[21]

4.2

4.2

4.2

31

4.2.3

[22]

[23]4.1

4.1

32

4.2.4
Krippendorff, Klaus
Butter, Reinhart20801984
Product Semantics: Exploring the Symbolic Qualities of Form
Product Semantics

[24]

4.3
4.3.1

4.3

4.3
33

4.3.2

4.3.2.1

X
X

XX

[25]
4.3.2.2

4.3.2.3

34

4.3.2.4

4.3.3

90

35

4.4

4.2

36

4.5

4.4

4.4

37

5.1
5.1.1

[26]5.1
5.1

Santoslefano1969

Webster1971

Eysenck1973

Goldstein-Black1978

5.1.2

38

[27]
5.1

5.1

39

5.1.3

5.2

5.2

Herber Read
[28]

40

3
1.

2.

3.

4.

5.2

41

Baxter

[29]

5.2
5.2

angularity

symmetry

proportion

size

42

5.3

5.3.1
William L. Wilkie

[30]

43

5.3.1.1

5.3.1.2

5.3.1.3

5.3.1.4

30-40
50-60POP

44

5.3.1.5

5.3.2

5.3

5.3
45

5.4

5.4

5.4

46

6.1

[31]

CPI

[32]
6.1.1

6.1.2

47

6.1.3

6.2
SPSSStatistical Package for the Social Science
SPSS20806.1SPSS
[33]
1

48

2
3

4
.dat.xls.slk.dbf.wk3

5
6ExcelwordVBA--SaxBasic
SyntaxSPSS
SPSS

6.1 SPSS

6.3
6.3.1
[34]

49

6.3.2

6.3.3

1
2
3
4
6.3.4

50

6.3.5

[35]6.2

6.2

6.3.6

51

Francis Galton1855

regression

6.4

SPSS

52

-
LCD

LCD

LCDLCD

SPSS

7.1
7.1.1

LCD
LCD
LCD

LCDLCD
7.1

53

7.1

7.1.2

1
2IT3LCD

IT
LCD

LCD
1LCDCRT
LCD

2LCD

54

3LCD
USB
LCD
4ITLCD
LCD

7.1.3
LCDLCDLCD
LCD

30
15LCD

7.1 LCD
--

--

--

--

--

--

--

--

--

--

--

--

--

--

--

7.1.4
LCD
LCD
(Philips)(BenQ)LG(AOC)(ViewSonic)(Samsung)
7.2

55

7.2 LCD

7.1.5
LCD

LCD
15LCD

7.2
7.2.1
LCD

504721
22
26
7.2.2

LCD
R7.3

56

Rescaled Distance Cluster Combine

C A S E
Label

-
-
-
-
-
-
-
-
-
-
-
-
-
-
-

0
Num

10

15

20

25

+---------+---------+---------+---------+---------+

6
11
12
4
5
10
3
15
7
8
9
14
1
13
2

7.3

20

-----
-
----
--
---
LCD
-----
7.2.3
3LG

57

7.2

Initial Eigenvalues Total% of Variance

Cumulative%
Extraction Sums of Squared Loadings2

7.2 Total Variance Explained

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Total

% of
Variance

Cumulative
%

Total

% of
Variance

Cumulati
ve %

4.332

28.878

28.878

4.332

28.878

28.878

2.858

19.050

47.928

2.858

19.050

47.928

2.472

16.478

64.406

2.472

16.478

64.406

2.102

14.012

78.418

2.102

14.012

78.418

1.166

7.772

86.191

.770

5.131

91.322

.667

4.446

95.768

.325

2.163

97.932

.210

1.399

99.331

10

.100

.669

100.000

11

4.911E-16

3.274E-15

100.000

12

2.468E-16

1.645E-15

100.000

13

2.656E-19

1.770E-18

100.000

14

-6.487E-17

-4.325E-16

100.000

15

-2.305E-16

-1.536E-15

100.000

24
70%4
78.418%
7.3 Component Matrix
Component

58

.482

.026

.385

.566

-.556

-.263

.636

.146

-.455

.736

-.220

-.343

-.846

-.154

-.046

.136

.747

-.167

-.075

-.381

.753

.291

.226

.454

.143

.035

.171

-.747

.051

.211

.642

-.335

.481

-.107

-.617

.380

.766

-.392

-.147

.144

.377

.557

.656

.170

-.404

.693

.190

.438

-.600

-.416

.137

.378

-.372

.436

-.661

.262

.314

.863

-.212

-.069

7.344
1234

4F1F2F3F40.6(
)4
F1-0.846*(-)+0.747* (-)+0.753* (-)+0.766* (
-)
F20.736*(-)+0.693*(-)+0.863*(-)
F30.636*(-)+0.642*(-)-0.617*(-)+0.656*()-0.661*(-)
F4-0.747*(-)

F1(----)
28.878%F2(---
)19.05%F3(--
---)16.478%F4(
-)14.012%
7.2.4

7.4

59

7.4

LCD

-----

---
--
---

LCD

---
---
----
-

3
F14F213

LCD

7.3

LCD

60

8.1

LCD

LCD

SPSS

61

LCD

8.2

62

[1]

20035
406~409

[2]

Hajime NagaiApplication of Kansei Engineering for New Production Development for

BeveragesFoods Food Ingredients2002202

[3]

[] Bernhard E` Burdek
1996199

[4]

Harada A.The framework of Kansei engineeringReport of Modeling the Evaluation

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[5]

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[6]

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[7]

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[8]

()
200333~45

[9]

-
2004

[10] []2004
[11] 2005
74~77
[12] []20055~11
[13] 200123~30
[14] []
2001
[15] 200335~40
[16] [14]
[17]
2006
[18] [] 2003
63

54~63
[19] 200423~29
[20] --
2005
[21] 2005
[22] [21]
[23] [17]
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[37] 2004
[38] &200328~35
[39] 200412~15
[40] []Kevin N. Otto Kristin L. Wood
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[41] []...100
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64

[42] --
200567~70
[43] 2005
[44] []
2002
[45]
1998
[46]
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[53] 2004139~145
[54] 2005
[55]
2005

65

66

8M12M

[1]
2005.10
[2]
2006.10

67

LCD

LCD

LCD

LCD

LCD
LCD

68

LCD

LCD

LCD

69