A study on the subjectivity of sensibility quality factors affecting the selection of the smart-phone

Abstract

This study analyzed the sensitivity quality factors that are important in choosing smart-phone using PQ method of Q methodology. It was possible to find representative types such as sensibility focusing type, use-convenience focusing type and stability focusing type by the analysis. The discriminative sensibility focusing type thinks personality expression and social pride as important and this type prefers differentiation from others. The sensibility quality causes of sensibility focusing type are uniqueness, fun, curiosity, surprise, fashion, attracting others' view, ostentation and emotional attachment. The use-convenience focusing type prefers convenience cumulated by personal experience. This type thinks the sensibility quality causes such as comfort, freedom, expandability and control of device as important. The stability focusing type prefers familiarity by use experience, attachment by intimacy and harmony with personal image as important. This type thinks the sensibility quality causes such as experience, habits, intimacy, conciseness and fun as important. © 2012 Springer-Verlag.