自動車外観デザインに対する印象と選好の関係性に基づく個人の類型化

抄録

In this study, we conducted a three-part study to divide individuals into segments using subjective evaluation of the exterior design of vehicles and to reveal the characteristics of each segment. In Study 1, 98 participants judged similarity of evaluation items for vehicle exterior design which collected in preliminary study to select the appropriate items. In Study 2, 782 participants evaluated 42 vehicle designs by 29 items selected in Study 1 and their level of preference. Cluster analysis based on the correlation between impression evaluation and preference showed that individuals could be divided into 7 segments. In Study 3, the characteristics of each segment were compared using a scale on tendency of judgment and attention to the meaning of products in purchase behavior. Results showed that some of the high-class-oriented segments tend to use affective judgement and attend to symbolic meaning than the compact-oriented segments.