The effects of brand image on luxuriousness of cellular phones by the approach of kansei engineering

휴대폰 디자인 및 설계와 관련하여 휴대폰의 고급감과 같은 사용자의 감성을 여러 가지 휴대폰 설계 요소로 번역하여 밝혀내는 감성공학의 방법이 많이 이용되고 있다. 하지만 제품의 이미지에 많은 영향을 미치는 브랜드에 대한 감성공학적인 분석은 아직 체계화되거나 정립되지 않은 실정이다. 본 논문에서는 휴대폰의 시각적 고급감에 브랜드가 미치는 영향을 조사하기 위하여 브랜드 로고를 제거한 제품과 제거하지 않은 제품을 이용하여 설문을 실시하고 수량화 분석과 브랜드 유무에 따른 평균비교를 수행하였다. 그 결과 브랜드에 따라 휴대폰의 고급감에 미치는 영향이 다르게 나타난다는 것을 확인할 수 있었고, 각 제조사가 구축해온 브랜드 이미지에 따라 휴대폰 디자인에서 로고의 역할에 차이를 두어야 함을 알 수 있었다.OAIID:oai:osos.snu.ac.kr:snu2008-01/104/0000025799/17SEQ:17PERF_CD:SNU2008-01EVAL_ITEM_CD:104USER_ID:0000025799ADJUST_YN:NEMP_ID:A075458DEPT_CD:611CITE_RATE:0FILENAME:휴대폰_고급감에_브랜드가_미치는_영향에_대한_감성공학적_접근.pdfDEPT_NM:디자인학부EMAIL:[email protected]:

운동감각 자극에 대한 감성 반응 분석 연구

학위논문 (박사)-- 서울대학교 대학원 : 산업공학과, 2014. 2. 윤명환.Although the degree of freedom is increasing in technological perspective related to haptic, more research on the technology itself and the method of technology application is still needed to actualize the haptic interaction. The necessity of researches using systematic approach to explore application method considering haptic perception characteristics of user to implement affective experience and social message is becoming a rising topic. This study consists of two: (1) study on affective response related to kinesthetic feedback and (2) analysis of the perception characteristics according to mode of haptic. In this study, thirdty three force profiles represented by specific sine wave having width, magnitude, detent type, and detent width were used as stimuli. Six affective variables such as perspicuity, smoothness, heaviness, elasticity, liltingness, and satisfaction of each stimulus were evaluated on 7-point likert scale and 100-point magnitude estimation scale by 25 subjects. The experiments with jog dial were divided into active haptic where the participants were directly involved with controlling devices and into passive haptic where the participants remained uninvolved. A statistical model has been developed to describe the relationship between satisfaction and affective variable using regression analysis. Also, the relationship between affective variables and elements of force profile as design variables has been found by quantification I analysis. Based on factor analysis, affective variables could be classified into force-related variables and movement-related variables. Affective elements and satisfaction had high relationship level (R2=0.6). Also, each affective variables could be explained by design variables (R2=0.2~0.5). In order to analyze the perception characteristics according to haptic mode, averages of affective elements in each mode were compared and change pattern according to force profiles parameter was investigated through statistical analysis. As a result, perspicuity, heaviness and elasticity were perceived larger when the mode was set to active haptic, while smoothness was perceived larger in passive haptic, and perspicuity and heaviness have shown significant difference according to haptic mode (α<0.05). When it comes to change pattern of affective elements caused by force profiles parameter, it has linear relationship in active mode, but it doesnt in passive mode. Experiment result shows that the affective elements related with force are largely evaluated in active haptic than in passive haptic and assessment according to magnitude of stimuli was not consistent in passive haptic. This study investigates research issues that need to provide affective response utilizing haptic technology in human–robot interaction and virtual reality. By performing the fundamental research on the affective dimensions related to kinesthetic perception of the users and on the characteristics of feedback elements, the affective perception of complex kinesthetic perception was able to be analyzed, which in turn will allow us to build the foundation to provide the best haptic feedback to the users. Moreover, the perception of the feedback that the users receive passively has been analyzed, which also suggests further comparative analysis with the feedbacks provided from actively interacting with devices.Contents Chapter 1. Introduction 1 1.1 Research background 1 1.2 Haptic sensational dimension & research keyword 3 1.3 Motivation 4 1.4 Objective of this study 7 1.5 Organization of the thesis 9 Chapter 2. Literature review 12 2.1 Haptic sensational dimension 12 2.1.1 Cutaneous and kinesthetic sensations 12 2.1.2 Active and passive touch 17 2.1.3 Cognition and emotion 19 2.2 Finding the latent semantics of haptic interaction research 23 2.2.1 Contents analysis results 23 2.2.2 Network analysis results 33 2.2.3 Comparison of analysis results 40 2.3 Research related perception of kinesthetic feedback 44 Chapter 3. Affective evaluation experiment – focused on real product 51 3.1 Overview 51 3.2 Experiment 1 : Automobile outside panel 53 3.2.1 Participants and Procedure 53 3.2.2 Materials 54 3.2.3 Data analysis 55 3.2.4 Results 56 3.3 Experiment 2 : Slide phone 59 3.3.1 Participants 59 3.3.2 Materials 60 3.3.3 Procedure 62 3.3.4 Data analysis 63 3.3.5 Results 63 3.4 Experiment 3 : Multi-function switch 69 3.4.1 Participants and material 69 3.4.2 Procedure 70 3.4.3 Data analysis 70 3.4.4 Results 71 Chapter 4. Affective assessment on simulated haptic feedback 82 4.1 Participants and product samples 84 4.2 Affective vocabulary 89 4.3 Data analysis 90 4.4 Results of active haptic mode experiment 92 4.4.1 Trend of the affective elements according to elements of force profile 92 4.4.2 Correlation and factor analysis of affective elements 96 4.4.3 Relationship between affective elements and satisfaction 98 4.4.4 Relationship between perspicuity and smoothness according to satisfaction score 99 4.4.5 Relationship between affective elements and elements of force profile 102 4.5 Results of passive haptic mode experiment 105 4.5.1 Trend of the affective elements according to elements of force profile 105 4.5.2 Correlation and factor analysis of affective elements 109 4.5.3 Relationship between affective elements and satisfaction 111 4.5.4 Relationship between affective elements and elements of force profile 112 4.6 Analysis of difference between active and passive haptic 115 4.7 Discussions 118 4.7.1 Modeling of affective element related kinesthesis 118 4.7.2 Effect on affective response according to haptic mode 123 Chapter 5. Conclusion 126 5.1 Summary of findings 126 5.2 Contributions of this research 128 5.3 Limitations and further research 130 Bibliography 133 Appendix 146 A. Centrality index 146 A.1 Eigenvector Centrality 146 A.2 Degree Centrality 147 A.3 Betweenness Centrality 148 A.4 Closeness Centrality 149 B. Network diagram 150 B.1 Cut off value = 2 150 B.2 Cut off value = 3 151 C. Contents analysis raw data 152 C.1 After 2000 152 C.2 Before 2000 157 D. Descriptive statistics and design variable 160 D.1 Experiment 1 160 D.2 Experiment 2 162 D.3 Experiment 3 163 D.4. Experiment 4 & 5 164 E. ANOVA Table of experiment 4 & 5 168 F. Questionnaire 172 F.1 Experiment 1 172 F.2 Experiment 2 175 F.3 Experiment 4 & 5 177 G. Glossary 179Docto