2 Comparative Analysis of the Users’ Kansei …
23
Table 2.1 (continued)
Kansei items
QT3 output
Freq. in stages Frequency in
Total
X
Y
Z
P
KU R
Phone Car Craft Freq.
Form
−1.5 −0.4 −1.2
0
0
17 14
3
0
17
High quality
−1.6 −0.2 −1.0
0
0
18 11
7
0
18
Increasing value
−1.7 −0.2 −1.2
0
0
7
0
7
0
7
Laborious
−1.9 −0.2 −1.4
0
0
9
6
3
0
9
Natural
−1.6
0.0 −1.2
0
0
4
3
1
0
4
Original
−1.5 −0.4 −1.0
0
0
7
5
2
0
7
Seeking
−1.0
3.1
0.1
0
0
8
0
0
8
8
Self-blaming
−0.7
3.0
0.5
0
0
5
0
0
5
5
Tradition/culture
−1.4 −0.2 −1.1
0
0
17 11
6
0
17
Valuable
−1.2
1.0 −0.5
0
0
13
3
6
4
13
Woe
−0.9
3.2
0.1
0
0
12
0
0
12
12
2.5 Discussion and Conclusion
2.5.1 Trends of Kansei Evolution
Comparing the trends of subjects’ Kansei evolutions between mobile phone, car
and handicraft beside the axes directions of graphs (Fig. 2.2), the Iranian subjects’
Kansei statuses in stage R roughly tend to the Passive Affection and/or Pain sides
regardless to the product type. Regarding all product types, the subjects’ Kansei
statuses evolve from Active Emotion in stage P to Passive Affection in stage R.
The subjects’ Kansei status regarding such short-lived product as mobile phone in
stage P tends to Active Emotion and borderline of Pain–Pleasure sides, while such a
status regarding the long-lived products is gradually tending to Passive Affection and
Pleasure sides. Accordingly, the gray arrow directed from quarters 4 to 2 in X–Y
graph (Fig. 2.2) is to indicate the position of the users’ Kansei evolutions based on
the product lifetime. But, the gray dotted arrow, which is directed from quarters 3
to 1 in the same graph oppositely, is to show the general pattern of users’ Kansei
evolution over the products’ lifetime from start to end. The subjects’ Kansei statuses
in KU and R stages of their handicraft and somehow their car are seemingly close,
probably due to the users’ reasons and intentional circumstances of replacing private
cars, unlike the other products.
Looking at X–Z graph (Fig. 2.2), the subjects’ Kansei statuses regarding such
definitely long-lived product as handicraft evolve from Subjective to Objective, while
such trend is reverse in private car and mobile phone. In R stage, however, mobile
phone tends to Pain, whereas car tends to Passive Affection. The subjects’ Kansei
statuses in P and KU stages of their handicraft are so close probably because a user’s
23
Table 2.1 (continued)
Kansei items
QT3 output
Freq. in stages Frequency in
Total
X
Y
Z
P
KU R
Phone Car Craft Freq.
Form
−1.5 −0.4 −1.2
0
0
17 14
3
0
17
High quality
−1.6 −0.2 −1.0
0
0
18 11
7
0
18
Increasing value
−1.7 −0.2 −1.2
0
0
7
0
7
0
7
Laborious
−1.9 −0.2 −1.4
0
0
9
6
3
0
9
Natural
−1.6
0.0 −1.2
0
0
4
3
1
0
4
Original
−1.5 −0.4 −1.0
0
0
7
5
2
0
7
Seeking
−1.0
3.1
0.1
0
0
8
0
0
8
8
Self-blaming
−0.7
3.0
0.5
0
0
5
0
0
5
5
Tradition/culture
−1.4 −0.2 −1.1
0
0
17 11
6
0
17
Valuable
−1.2
1.0 −0.5
0
0
13
3
6
4
13
Woe
−0.9
3.2
0.1
0
0
12
0
0
12
12
2.5 Discussion and Conclusion
2.5.1 Trends of Kansei Evolution
Comparing the trends of subjects’ Kansei evolutions between mobile phone, car
and handicraft beside the axes directions of graphs (Fig. 2.2), the Iranian subjects’
Kansei statuses in stage R roughly tend to the Passive Affection and/or Pain sides
regardless to the product type. Regarding all product types, the subjects’ Kansei
statuses evolve from Active Emotion in stage P to Passive Affection in stage R.
The subjects’ Kansei status regarding such short-lived product as mobile phone in
stage P tends to Active Emotion and borderline of Pain–Pleasure sides, while such a
status regarding the long-lived products is gradually tending to Passive Affection and
Pleasure sides. Accordingly, the gray arrow directed from quarters 4 to 2 in X–Y
graph (Fig. 2.2) is to indicate the position of the users’ Kansei evolutions based on
the product lifetime. But, the gray dotted arrow, which is directed from quarters 3
to 1 in the same graph oppositely, is to show the general pattern of users’ Kansei
evolution over the products’ lifetime from start to end. The subjects’ Kansei statuses
in KU and R stages of their handicraft and somehow their car are seemingly close,
probably due to the users’ reasons and intentional circumstances of replacing private
cars, unlike the other products.
Looking at X–Z graph (Fig. 2.2), the subjects’ Kansei statuses regarding such
definitely long-lived product as handicraft evolve from Subjective to Objective, while
such trend is reverse in private car and mobile phone. In R stage, however, mobile
phone tends to Pain, whereas car tends to Passive Affection. The subjects’ Kansei
statuses in P and KU stages of their handicraft are so close probably because a user’s