A Study on Developing the Kansei Engineering of Jewellery in Female Users: Take PANDORA Jewellery for Example

Abstract

From ancient to modern times, jewellery is an important decorative object and has been playing an important role in expressing self-motion, as well as practical function. Females are the embodiment of it. Being a carrier of affection, the research of Kansei image of jewellery becomes increasingly important. However, few research have been done focusing on the Kansei image of jewellery based on the current literature on jewellery. Therefore, the objectives of this study are as follows: (1) to classify female jewellery lovers into different groups based on HEXACO model; (2) to investigate the Kansei image of jewellery of different ethnic groups and find the corresponding relation of personality traits and jewellery images. The research process is divided into three stages. (1) The first stage is to screen the experimental samples and words related to jewellery. (2) The second stage is to do the Likert scale investigation based on the HEXACO model and charms image. (3) The third stage is the data analysis. By doing the Factor Analysis, the kinds of image factors which are corresponded to different personality traits will be discussed. In view of the analysis presented above, the study aims to construct a female perceptual image of jewellery, develop the image table of jewellery corresponding to different female ethnic groups, and build up the systematic impression between designers and users. The experimental results can be used as the reference for the jewellery-related manufacturers in jewellery design, sales and use.