Research on kansei evaluation of women’s closure collar suits

Author(s): Min Yang, Guo-Lian Liu

A behavioral test based on Kansei engineering was conducted in this paper to study the relationship between suit collar styles and the aesthetic of women’s suits, as well as college students’ perceptual cognition about women’s closure collar suits from the cognitive psychology of consumers. Firstly, factors leading to style changes of collars were determined and classified, then series of pictures with different closure collars were drawn. 64 college students as subjects were tested by psychology software EPrime. SPSS was used in this research to analyze aesthetic evaluation difference between different closure collar types by variance analysis. Finally, a optional female closure collar suit was found, which was the most professional style that college students liked most. Consumers’ perceptual cognition of suits which was always difficult to measure was quantified in this paper, so that it became more easy to understand and grasp the perceptual demands of consumers. Conclusions of this paper can provide references for designers and manufacturers to design and produce women’s suits that really satisfy the mental needs of consumers

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