Kansei Engineering for e-commerce Sunglasses Selection in Malaysia

In sunglasses e-commerce shopping experience, consumers are unable to touch or feel the product. Thus, the product physical appearance becomes more important in their buying decision. Increasing the emotional appeal or Kansei generated from the product appearance would encourage sunglasses sales. This paper reports the implementation of Kansei Engineering Type 1 to identify sunglasses design elements that are emotionally appealing to 18 to 34 age demographic in Malaysia. Multivariate analysis is performed on the Kansei survey data to discover the influential Kansei words and the corresponding design elements. Finally, sample sunglasses that contain these design elements are selected as recommendation.