基于顾客偏好的瓶装水外观感性质量评价

Kansei Quality Evaluation of Bottled Water Appearance Based on Customer Preferences

从感性质量评价的角度提取13个感性质量评价词对,用于全面且针对性地评价顾客对瓶装水的偏好.以"想购买"为综合感性提取瓶装水的感性质量评价要素,结合聚类分析等方法确定7种代表性样本.基于语义差异法构建瓶装水感性质量评价量表,运用多元回归模型分析建立顾客偏好与感性评价词对之间的关系模型.关系模型解决了如何识别顾客偏好和感性质量需求,以及如何将这些偏好和需求整合到产品设计过程中的问题.

Thirteen word pairs for kansei quality evaluation were extracted to evaluate customer preferences for bottled water comprehensively and pertinently. The comprehensive emotional element,‘ want to buy ’, served as the kansei quality evaluation element of bottled water. Seven representative samples were determined by the evaluation elements combined with the cluster analysis, and etc. The evaluation scale o f the kansei quality of bottled water was suggested on the basis of the semantic differential methods, and the relational model o f customer preferences and kansei evaluation word pairs was established by using the multiple regression model analysis. The relational model has effectively solved the problem, i . e. , how to identify customer preferences and kansei quality requirements, and how to integrate these preferences and requirements into the process of product design.