Kansei Engineering for E-Commerce Cantonese Porcelain Selection in China

Abstract

In online shopping experience of Cantonese Porcelain, customers are unable to touch, feel, take a close look at the details, and perceive the placement of the product. Therefore, the appearance of product is the most important factor to influence the users’ buying decision. Increasing the emotional appeal or Kansei generated from the product appearance would encourage product sales. This paper uses Kansei Engineering to identify design elements of Cantonese Porcelain that are emotional appealing to porcelain products as a case of research and design in China. Multivariate analysis is performed on the data to identify the affecting Kansei words and corresponding design elements. Finally, sample Cantonese Porcelain which contains the most influential design elements are presented as recommendation, and it will improve customer selection of porcelain products effectively in e-commerce in China.