Measuring Customer Perceptions on Product Usability: Development of Image and Impression Attributes of Consumer Electronic Products

Abstract

The image and impression characteristics of the typical home electronic products were investigated by a consumer survey. A total of 60 subjects evaluated 36 audio/video electronic products on 25 different image attributes such as conceptual image, luxuriousness, color perception and magnificence. The result was compared with 52 design variables predetermined to be related to the customer's perception of the product. The results showed that the image and impression characteristics of the products are closely related to the human interface specifications as well as the overall dimension of the products. Design variables such as texture, use of surface curvature, surface treatment, operating sound, and control response ratio were perceived as important by the customers. This study also suggested a series of statistical process for selecting and screening the critical design variables that are closely related to the customer's impression of a product.