A State of Art on Kansei-Engineered Virtual Shops: A Study on the Possibilities of V-Commerce

  • Alaa El Boudali
  • Fabrice Mantelet
  • Ameziane Aoussat
  • Julien Berthomier
  • Florian Leray
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 739)


The purpose of this paper is to study the possibility of creating a synergy between e-commerce solutions and brick-and-mortar retail shops. It was identified that e-commerce solutions are effectively optimising convenience to promote purchasing, but the web-technology constraints inhibit the re-experience of the in-store consumer experience. We investigate the possibility of using virtual reality solutions to immerse consumers within a brand identity and bridge the gap between online and retail stores. The underlying rationale is to improve the consumer’s journey and as a consequence promote purchases. We study the use of Kansei-engineering methodologies to identify design characteristics that appeal to the consumer’s emotions, then deduce the adequate product within an environment and recreate an emotional shopping experience.


V-Commerce Emotional Engineering Recommender Systems Consumer behaviour 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Achar, C., So, J., Agrawal, N., & Duhachek, A.: What we feel and why we buy: The influence of emotions on consumer decision-making. Current Opinion in Psychology, 10, 166–170 (2016).Google Scholar
  2. 2.
    Yoon, S. J.: The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16 (2), 47–63 (2002).Google Scholar
  3. 3.
    Helmefalk M., Hultén B.: Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38(April), 1–11. (2017).
  4. 4.
    Graves, Philip.: Consumer.ology: The Market Research Myth, the Truth About Consumers and the Psychology of Shopping. Boston: Nicholas Brealey, (2010).Google Scholar
  5. 5.
    Solomon M. R.: Consumer behaviour: a European perspective. (2006). 
Google Scholar
  6. 6.
    Damasio A. R.: Descartes’ Emotion, Reason, and the Human Brain. NY, NY, U.S.A.: Penguin, Print, (2005).Google Scholar
  7. 7.
    Heilig M.L., del Futuro E. C.: The Cinema of the Future. Presence, Vol. 1, No. 3, pp. 279-294, (1992).Google Scholar
  8. 8.
    Norman, D.A.: Emotional design: why we love (or hate) everyday things. NewYork, NY: Basic Books, (2004).Google Scholar
  9. 9.
    Fuchs H., Bishop G.: Research Directions in Virtual Environments. NFS Invitational Workshop, Univ. North Carolina, (1992).Google Scholar
  10. 10.
    Gigante M., Webb R.: Distributed, Multi-Person, Physically-Based Interaction in Virtual Worlds. Proceedings of Computer Graphics International´93 - “Communicating with Virtual Worlds”, Springer Verlag, ISBN 4-431-70125-7, pp. 41-49 (1993).Google Scholar
  11. 11.
    von Schweber E., I.: Virtually Here. PC Magazine - March 14, 1995, pp. 168-198 (1995)Google Scholar
  12. 12.
    Tornetta S.: Color sells: How the psychology of color influences consumers. Universety of Delaware, (2009).Google Scholar
  13. 13.
    Hair, J. F., Black W. C., Babin B. J., Anderson R. E., R. L. Tatham: Multivariate Data Analysis, Pearson, New Jersey, (2006).Google Scholar
  14. 14.
    Steinman S. B.; Garzia R. P.: Foundations of Binocular Vision: A Clinical perspective. McGraw-Hill Professional. pp. 2–5 (2000).Google Scholar
  15. 15.
    Alaerts, K., Nackaerts, E., Meyns, P., Swinnen, S. P., & Wenderoth, N.: Action and Emotion Recognition from Point Light Displays: An Investigation of Gender Differences. PLoS ONE, 6(6), e20989., (2011).
  16. 16.
    Arnold E., Etal Consumers. New York: Mcgraw Hill, (2004).Google Scholar
  17. 17.
    Yalch R., Spangenberg E.: Effects of Store Music on Shopping Behavior, The Journal of Services Marketing, 4 (Winter), 31-39 (1990).Google Scholar
  18. 18.
    Areni C. S., Kim, D.: The Influence of Background Music on Shopping Behavior: Classical Versus Top 40 Music in a Wine Store, Advances in Consumer Research 2: 336–40 (1993).Google Scholar
  19. 19.
    Kotler, P. & Keller, K.L.: Marketing management (13thed.). Upper Saddle River, NJ: Pearson Education, (2009).Google Scholar
  20. 20.
    Bouchard C., Mantelet F., Aoussat A., Solves C., Gonzales J. C.: A European emotional investigation in the field of shoes design. International Journal of Product Development, Inderscience, 7 (1/2), pp.3-27 (2009).Google Scholar
  21. 21.
    Lam, Desmond C. S. and Lee, Alvin Y. C.: The influence of cultural values on brand loyalty, in ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries, ANZMAC, [Perth, W.A.], pp. 163-171 (2005).Google Scholar
  22. 22.
    G. Linden, B. Smith, and J. York. Recommendations – Item-to-Item Collabora- tive Filtering. IEEE Internet Computing, 7(1):76–80 (2003).Google Scholar
  23. 23.
    Alves, D., Freitas, M., Moura, T., & Souza, D.: Using Social Network Information to Identify User Contexts for Query Personalization. DBKDA 2013, The Fifth International Conference on Advances in Databases, Knowledge, and Data Applications, (c), 45–51 (2013).Google Scholar
  24. 24.
    Brown, M., Moriarty, M., & Mendoza-Pena, A.: On Solid Ground : Is the Foundation of Omnichannel Retailing. ATKearney, 1–11 (2014).Google Scholar
  25. 25.
    Gudonaviciene, R., & Alijosiene, S.: Visual Merchandising Impact on Impulse Buying Behaviour. Journal of Social and Behavioral Sciences, 215, 635–640., (2015).
  26. 26.
    Miyatake, K., Nemoto, T., Nakaharai, S., & Hayashi, K.: Reduction in consumers’ purchasing cost by online shopping, 12(June 2015), 656–666., (2016).
  27. 27.
    Matthews, H., Hendrickson, C., & Soh, D.: Environmental and Economic Effects of E-Commerce: A Case Study of Book Publishing and Retail Logistics. Transportation Research Record, 1763(1), 6–12., (2001).
  28. 28.
    Gorgani, M.: Electronic Commerce as a Sustainable Business. European Journal of Sustainable Development, 3(3), 141–148 (2014).Google Scholar
  29. 29.
    Sui, D. Z., & Rejeski, D. W.: Environmental impacts of the emerging digital economy: The e-for-environment e-commerce? Environmental Management, 29(2), 155–163., (2002).
  30. 30.
    Rieuf, V.: Impact of the immersive experience on Kansei during the early industrial design. Phd Thesis. ENSAM ParisTech, Paris (2013).Google Scholar
  31. 31.
    Dinis, S., Duarte, E., & Noriega, P.: Evaluating Emotional Responses to the Interior Design of a Hospital Room : A Study Using Virtual Reality. Design, User Experience, and Usability, 475–483 (2013).Google Scholar
  32. 32.
    Yang, L. (Cathy), Toubia, O., & De Jong, M. G.: A Bounded Rationality Model of Information Search and Choice in Preference Measurement. Journal of Marketing Research, 52(2), 166–183., (2015).
  33. 33.
    Chandon, Hutchinson, Bradlow, Young: Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data, (2007).Google Scholar
  34. 34.
    Picard, R. W., Vyzas, E., & Healey, J.: Toward machine emotional intelligence: Analysis of affective physiological state. IEEE Transactions on Pattern Analysis and Machine Intelligence, 23(10), 1175–1191., (2001).
  35. 35.
    Nagamachi M.: Kansei engineering as a powerful consumer oriented technology for product development Appl. Ergon. 33 289–94 (2002).Google Scholar
  36. 36.
    Schütte, S., Eklund, J., Axelsson, J. R. C., & Nagamachi, M.: Concept, Methods and Tools in Kansei Engineering, published in “Theoretical Issues in Ergonomics Science”, Vol.5 (3), p.214-232 (2004).Google Scholar
  37. 37.
    Osgood, C.E., Suci G.J., and Tannenbaum P.H.: The measurement of meaning., Illinois: University of Illinois Press. 346 (1957).Google Scholar
  38. 38.
    Carole Bouchard, Jieun Kim.: About the nature of Kansei information. 5th International Conference on Applied Human Factors and Ergonomics 20 Volume Set: Proceedings of the 5th AHFE Conference, Jul 2014, KRACOVIE, Poland. AHFE Conference Advances in Affective and Pleasurable Design, pp.217-225, (2014).Google Scholar
  39. 39.
    Lévy, P.: Beyond kansei engineering: The emancipation of kansei design. International Journal of Design, 7(2), 83- 94 (2013).Google Scholar
  40. 40.
    Yanagisawa, H., & Fukuda, S.: Interactive Reduct Evolutional Computation for Aesthetic Design. Journal of Computing and Information Science in Engineering, 5(1), 1., (2005).

Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  • Alaa El Boudali
    • 1
  • Fabrice Mantelet
    • 2
  • Ameziane Aoussat
    • 1
  • Julien Berthomier
    • 2
  • Florian Leray
    • 2
  1. 1.ENSAM ParisTechParisFrance
  2. 2.DiakseParisFrance

Personalised recommendations