Abstract
Nowadays, markets are moving from the product-oriented type to the consumer-oriented type, in the light that the modern life cycle of product is becoming shorter and shorter. Kansei engineering is a method used to link emotions and product features. In this paper, we apply Kansei engineering in the automotive GPS industry. This study is of interest to the manufacturers involved, because they wanted to see how the existing GPS designs are perceived by the consumers. The aim of this paper is to propose a conceptual model for connecting the semantic axes to the product properties. By using the factor analysis, quality technology and perceived quality for the GPS monitor center are two main factors extracting form those 8 Kansei words, which were used to assess the service quality. Moreover, Appearance-Function and overall design effect were derived from the physical design. The proposed conceptual model for the automotive GSP products is expected to be useful when performing applications.
