Abstract
Today, the online market is showing an increasing growth. Considering the online market is dependent on the visual aspect on screen, the appearance is more influential to the consumer than any other design elements. With a global connection of online market, it is possible to buy a product across different countries. However, considering the different characteristics of consumers, it may not be ideal to sell products in one form. Therefore, the study aims to identify what form is most preferred and how consumer characteristics are related to the preference. First, types of form were defined for the study: stereotypical form, pure metaphorical form and story-driven metaphorical form. An online experimental tool, called paired comparison was developed. Through a mechanical Turk platform, we recruited 177 respondents: 50 from Germany, 50 from the United States, and 77 from South Korea. The results indicate context-driven metaphorical form was most preferred. And no significant difference was identified between three types of form in terms of demographical variables such as age and gender.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Statista: E-commerce Worldwide (2018)
Damasio, A.: Descartes’ Error: Emotion, Reason, and the Human Brain, Reprint edn. Penguin Books, London (2005)
Chang, W., Wu, T.-Y.: Exploring types and characteristics of product forms. Int. J. Des. 1(1) (2007)
Chung, W.: The theoretical structure of metaphors in emotional design. Proc. Manuf. 3, 2231–2237 (2015)
Druckman, J.N., Lupia, A.: Preference change in competitive political environments. SSRN (2016). https://doi.org/10.1146/annurev-polisci-020614-095051
Eyal, N.: Hooked: How to Build Habit-Forming Products. Portfolio (2014). (Hoover, R. (ed.))
Bloch, P.H.: Seeking the ideal form: product design and consumer response. J. Mark. 59(3), 16 (1995). https://doi.org/10.2307/1252116
Fishwick, M.: Emotional design: why we love (or hate) everyday things. J. Am. Cult. (2004)
Jordan, P.W.: Human factors for pleasure in product use. Appl. Ergon. 29(1), 25–33 (1998)
Holt, D.B.: Why do brands cause trouble? A dialectical theory of consumer culture and branding. J. Consum. Res. 29(1), 70–90 (2002)
Acknowledgement
This work was supported by the ‘Promotion of Graduate School of Creative Design Engineering’ of the Korea Institute of Design Promotion with a grant from the Ministry of the Trade, Industry & Energy, Republic of Korea (N0001436).
Author information
Authors and Affiliations
Corresponding authors
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Park, Y.J., Kim, C., Self, J. (2020). The Influence of Culture in Product Form Preference as Momentary Experience in Online Shopping. In: Fukuda, S. (eds) Advances in Affective and Pleasurable Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 952. Springer, Cham. https://doi.org/10.1007/978-3-030-20441-9_6
Download citation
DOI: https://doi.org/10.1007/978-3-030-20441-9_6
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-20440-2
Online ISBN: 978-3-030-20441-9
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)