携帯電話の外観色の印象評価

抄録

Impression made by the color of cellular phones was investigated. We presented pictures of an identical cellular phone with 16 different body colors to 194 observers and asked them to evaluate the appearance of the pictures by using the Semantic Differential (SD) method. The results of factor analysis indicated that there were three factors of impressions: masculine-feminine, gorgeous-staid, and evaluation. A subsequent confirmatory factor analysis supported the factorial validity of the proposed three-factor model. It also revealed that there were significant gender differences in certain factor scores and intrafactor correlations. We applied the “positioning analysis” method (Toyoda, 2001) for the SD data, and mapped the loading values for SD scales and colors on a 2 dimensional plane. Implications regarding the underlying structure of impression and its relationship with the body color of cellular phone are discussed.