A method for creating buying behavior of customer bykanseiinformation design

Abstract

PurposeThis paper aims to propose a method for kansei value creation to be actually reflected in consumer behavior.Design/methodology/approachLooking at business from a kansei (emotional/sensitive) value creation perspective, it is realized that currently in most cases value creation for products or services is not done practically. For most of the products and services put on the market, their value is hardly recognized.FindingsIt has been found that a key factor of the mechanism of value creation is closely related to the design of kansei information. Research limitations/implications – It is expected that, in the future, the principle of kansei information design will be further clarified and improved so that this methodology can be used in business by corporations.Practical implicationsIt is pointed out that, if the combination of the kansei information becomes too rough, no matter how brilliant the design of the product itself, it is difficult to arouse consumption behavior in reality.Originality/valueThe paper provides an important aspect to demonstrate the mechanism and its elements for achieving value creation in marketing and sales activities. Some case studies are shown for demonstrating the proposed method.

Kansei Marketing and Complex Systems

“…More recently, Kosaka and Shiizuka have applied the study of sensibility information to the field of marketing, and obtained some useful results. They have designed a methodology to solve "Current state that did not sell" of a lot of enterprises, clarified the relevant systemic structure, and constructed a model for customer value creation activity support in companies [3,4]. Kansei marketing focuses on frameworks and techniques to create customer value and increase sales, and to generate customer stability intentionally and systematically.…”

9th Kansei Engineering and Emotion Research Conference. KEER2022 : Barcelona. 6-8 September 2022 : proceedings

“…The positive effect of implementing emotional value from the user's perspective in the design of a product by applying Kansei Engineering (KE) has been well recognized. The KE methodology has also been previously applied to e-commerce by several design studies (Kosaka & Shiizuka, 2009;Papantonopoulos & Karasavova, 2021;Qu, 2015;Shiizuka, 2013;Wang et al, 2010).…”