Research on the amenity environment and furniture reflecting women’s preference

Abstract

In this study, we used the keyword “Kawaii” to investigate women’s preferences for furniture in office environments and amenity areas. Female university students were asked to evaluate chairs selected from 326 sample photographs, according to 37 evaluation criteria related to impression, form, and sense of ownership, and the responses were analyzed using statistical methods. Chairs with high ratings on both the “Kawaii” and “looks comfortable” criteria were not seen. Evaluations of sample photographs were aggregated and a cluster analysis was carried out, revealing that the data were grouped into six clusters. We plotted the chairs on a positioning map using “relaxation” and “cushioning” for the axes.