A Cultural Analysis of the Effect of Room Structure on Product Choice

Abstract

Background : Product choice is not free from the “context of use.” Moreover, the context of use is affected by culture. To further study this concept, this research focused on the relationships among cultural differences, context of use, and product choice associated with air conditioners. Methods : Japanese and Korean participants responded to the questionnaire, which showed two spaces (houses)—one Japanese and the other Korean. The respondents were asked to purchase air conditioners for each house with a limited budget, choosing from only two types of air conditioners. Furthermore, they had to mark the location in the house where they would want to install the air conditioners. Subsequent items in the questionnaire also asked the respondents how much they agreed with statements that were related to the design of the air conditioner and its secondary functions. Result : The results demonstrate the differences in the choice of air conditioners between the Korean and Japanese respondents. The choices of the Japanese respondents changed in relation to the room structure, whereas the Korean respondents’ choices did not. Moreover, the two groups of respondents differed in their responses to the air conditioner design-related questions. Conclusions : The results of this study showed that culture, context of use, and product choice are intertwined. The relationships between product choice and context of use differ according to culture. Furthermore, air conditioners are regarded as a home appliance in Japan, whereas they are considered as furniture in Korea.