Construction of Kansei Evaluation Model for Protective Films for Smartphones

We investigated Kansei hierarchical structures of protective films for smartphones to clarify user’s evaluation criteria. The hierarchical structure was hypothesized to be divided into three layers: physical element, impression, and value. For physical elements, optical characteristics were measured. For impression, evaluation words for protective films were collected by the evaluation grid experiment, and selected words were used in the affective evaluation experiment. Then, factor analyses were performed to extract factors. For value, three words were adopted: “Good”, “Like”, and “Premium”. Hierarchical structures were modeled using the structural equation modeling to clearly relationships among three layers. The results showed that Tt and Haze influenced the factor of natural, and the factor influenced values. Finally, we also investigated individual difference in hierarchical structures, the results showed that participant types were divided into “Clear” and “Clear and Matt”, and the type of “Clear and Matt” had additional evaluation criteria compared type of “Clear”.