Analyzing Automotive Interior Images and their Perceived-Value with Kansei Engineering

Ching-Chien Liang
Department of Industrial Design, National Cheng Kung University, Taiwan

Wei-Ping Pu
Institute of Creative Industries Design, National Cheng Kung University, Taiwan

Hung-Yu Chang
Department of Industrial Design, National Cheng Kung University, Taiwan

Kuo-Hsiang Chen
College of Communication and Design, I-Shou University, Taiwan

Ladda ner artikel

Ingår i: KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Linköping Electronic Conference Proceedings 100:9, s. 111-126

Visa mer +

Publicerad: 2014-06-11

ISBN: 978-91-7519-276-5

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


Automotive interior design plays a very important determinant when people purchase a car. Therefore; an automotive with interior design satisfying drivers emotional needs will outshine the others without one. This study applying Kansei engineering approach; tried to find key elements of car interior that influence the drivers emotion most. The study consists of four stages:
  1. Interviews with marketing experts: divided cars into high-class; middle-class and entry-class three categories under European; American and Asian three regions using car pictures available on the market.
  2. Design elements extracting by design experts: disassembled car interior into 17 design items and 55 categories.
  3. Kansei evaluation experiments: eight most meaningful vocabularies to drivers were extracted to evaluate the image of car interiors. They were: luxury; interesting; stylish; casual; dynamic; precise; technological and lively.
  4. Perceived value constructing with questionnaire survey: using the four dimensions proposed by Sweeney and Soutar as the basis to measure and construct the perceived value for the eight adjectives extracted previously.

The study explored the weights for design elements of car interiors using Kansei Engineering technique and quantification type I; and further measured the perceived value for the eight adjectives. It was hoped to provide effective guidelines for car interior designers in the future.


Kansei Engineering; Kansei Image; Auto Interior Design; Perceived Value


Chen; K. H.; Guan; S. S.; Deng; Y. S.; Chang; Y. M. (2001). [Techniques for rationalizing sensibility]. 29(1) 2-16.

Chen; K. H.; Guan; S. S.; Deng; Y. S.; Chang; Y. M. (2000). [Teaching methods for Kansei Engineering]. 28(2) 160-165.

Hirohiko; A. (1999); A Hierarchical Representation of the Consumer Value Structure Using Qualitative Data; Report of Modeling the Evaluation Structure of Kansei; pp. 223-231.

Iwabuchi; C. et al. (2001); Data Management and Analysis by Yourself; Japan: Humura publishing; pp. 180-185.

McKain; S. (2005).What Customers Really Want; Thomas Nelson Inc; 210-220.

Muneo; K.; Kim; Don-Han. (1998); Communicating Kansei Design Concept via Artifacts- A Cognitive Scientific Approach; Report of Modeling the Evaluation Structure of Kansei; pp. 337-343.

Nagamachi; M. (1989); [Kansei Engineering in Japanese].

Nagamachi; M. (1995); “Kansei Engineering: A new ergonomic consumer-oriented technology for product development”; International Journal of Industrial Ergonomics; 15; pp. 3-11.

Parasuraman; A. and Grewal; Dhruv; The impact of technology on the quality-value-loyalty chain: A research agenda; Academy of Marketing Science Journal; Greenvale; Winter; vol. 28; No. 1; 20.

Sweeney; J. C. and Soutar; G. N. (2001); “Consumer-Perceived Value: The Development of a Multiple Item Scale;” Journal of Retailing; 77(2); 203-220.

Tanoue; C.; Ishizaka; K.; Nagamachi; M. (1997); “Kansei Engineering: A study on perception of vehicle interior image ” ; International Journal of Industrial Ergonomics Vol.19; pp.115-128.

Woodruff R. B. (1997); Customer value: The next source of competitive advantage. Journal of the Academy of Marketing Science; Vol. 25; No. 2; pp.139-153.

Zeithaml; V. A. (1998); Consumer perceptions of price; quality; and value: A Means-End Model and Synthesis of Evidence. Journal of Marketing; Vol.52; pp.2-22.

Citeringar i Crossref