• Science of Emotion and Sensibility
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• v.16 no.3
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• pp.351-362
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• 2013

This study aims to investigate the characteristics of Chinese consumers, who are growing up as the global biggest consumption market, according to G sensibility types, and to provide the data base for China market by analyzing the consuming pattern per sensibility and the preferred color. For the investigation, the survey on G sensibility and consuming pattern was conducted for consumers in four cities of China. As a result of classification of G sensibility types, it was found that Chinese consumers tended to behave in accordance with their values and identities and the most general type in them was G1 pursuing the reasonable and logical consumption, unlike Korean consumers who tended to be shown as G3 for the most general type according to the preceding study. As to characteristic of consumption, Chinese consumers preferred to purchase clothes from the department store, and in case of G2 type, the characteristics was corresponded with Actionist's character which shows the wide range of behavior and high-consumption, by preferring the road-shop next to the department store. Chinese consumers tended to purchase the clothes on the basis of their preferred colors, and especially it was shown that achromatic color was very commonly preferred. Also the black color was on the highest preference, and white, dark gray and light gray were followed. Meanwhile, in chromatic color, it was found that brown, orange, red and blue were preferred in order, and in case of G4, it was found that they preferred more various colors compared to the other types. This result could be used as the data base for the marketing strategy of fashion design industry and the related companies, as well as the new communication method for the consumers.

• Science of Emotion and Sensibility
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• v.15 no.1
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• pp.57-64
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• 2012

The purpose of this study was to compare the visual sensibility of red shirts in university students of two countries, Korea and China in order to suggest the color planning for shirts. Seven tonal red shirts' visual sensibility and preferences were evaluated by the students of Korea and from China in the sense of sight. Evaluated data were analyzed by using frequency analysis, average, factor analysis and t-test. The visual sensibility of red shirts was classified into three factors: sporty, romantic and classic. Those factors of visual sensibility showed a significant difference according to nationality and gender. The Chinese students had a more sporty feel to the strong tone, and a more classic feel to the dark tone than the Korean students. The deep tone red shirts was reputed to be more romantic by the Korean students, but the light tone and the pale tone were considered more romantic by the Chinese students. Meanwhile, the effects of nationality and gender on seven tone of preferences for red shirts was significantly differed.

• Science of Emotion and Sensibility
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• v.15 no.3
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• pp.355-366
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• 2012

This paper analyses the sensory responses of Chinese female consumers towards different designs of perfume bottles with particular attention to the existence of logos on them. We used total 40 samples of the perfume bottles, 20 with logos on them and 20 without, and the results show that young Chinese female consumers prefer simple designs over complex designs that contain different types of free curves with vivid colors. In addition, the existence of logos on bottles was found not to change the responses significantly, meaning that the logos on bottles do not affect sensibility of Chinese female towards perfume bottles. A logo's impacts on the bottle depended in part on the bottle's color and shape. Overall, a perfume bottle with simple shapes and light colors became regarded as more resplendent when the logo was added, but a bottle with more complex shapes and vivid colors tended to become regarded as plainer after adding the logo. This shows that a logo serves as a conciliatory element in the impression of the whole bottle in the 'resplendent-plain' category.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2011.05a
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• pp.103-104
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• 2011

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2011.11a
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• pp.84-85
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• 2011

• Science of Emotion and Sensibility
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• v.15 no.2
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• pp.317-327
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• 2012

This paper uses the sensibility engineering method to find the model of automobile most appealing to buyers in the $4^{th}$ and $5^{th}$ tier cities of China. Samples of class A & A0 cars were shown to 96 subjects in those cities to investigate their responses in relation to the concepts 'modern' and 'smart'. The result shows that even though men tend to be more sensitive to automobile models in general than women are, both genders showed similar responses to specific models when they were asked to identify a model 'magnificent', 'modern', 'lively', 'smart' or 'cute'. This implies that despite the gender differences in terms of aesthetic sensitivity, both men and women share similar taste in relation to the appearance of cars. Apart from aesthetics, however, men tend to pay a greater attention to the details of design and material used for the cars, while women tend to pay attention to higher priced and better looking cars.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2007.05a
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• pp.157-160
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• 2007

Based on Nisbett and his colleagues' theoretical model "Holistic" and "Analytic" which show the differences in cognitive style of Eastern Asian and Westerners, the author hypothesized that the differences in cognitive style of people from diverse cultural backgrounds may influence their perception and usage of webpage. An experiment was carried out and the Eye-gaze device was used to assist to explore the relationship. The results revealed the relationship between cognitive style and webpage design. different cognitive style results different viewing pattern on webpage. Chinese people are more likely to have a holistic view of the whole page first and then focus on detail, while French people tend to read the heading information first and then proceeding down the page. Chinese emphasized the background as well as the whole look and feel of the webpage more, while French noticed the independent contents and element designs more on the webpage.

• Science of Emotion and Sensibility
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• v.14 no.4
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• pp.637-644
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• 2011

The purpose of this research is to provide objective information about Korean and Chinese's sensitivity and preference among various Korean fonts, and offer guidelines for using it. Firstly, to analyze Korean fonts in objective way, We compared about image of Korean fonts to Chinese who feel unfamiliar with Korean letter, and proved how different from Korean's opinion. Secondly, one compared preference in particular fonts between Korean and Chinese. Through the factor analysis, the results are as follows. First, Korean and Chinese feel the same about the two groups of factors. There are differences in the rank, but the majority of fonts are included in the same group. It can be concluded that both Korean and Chinese has similar sensitivity about Korean fonts. Second, while Korean and Chinese decides preference on the familiarity, Chinese who are not familiar with Korean letters, have tendency to prefer calligraphic font which they have been using in the Chinese letter.

• Journal of the Korean Home Economics Association
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• v.39 no.10
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• pp.19-28
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• 2001

China adopted a free market economy system and is about to enter into the WTO(World Trade Organization). It has now emerged as one of the most promising markets in the world for the near future. The purpose of this study was to investigate in Chinese and Korea women's street fashion and to suggest basic information for high quality clothing merchandising for China. The subjects in this study were 800 photos it was taken at the fashion street and college in Beijing(400) and Seoul(400). The survey was taken from December, 1999. SAS(Statistical Analysis System) is used for frequency, percentage, average, standard deviation, $X^2$-test. The results of this study are as follows. Examination on the Korean and Chinese street fashion showed that Korean and Chinese have different preference for silhouette, length, and color. China has different sensibility of the items of clothing. The Chinese students prefer classical and individual Chinese street clothing. Korean student has shown very fashionable street clothing all items. It is needed to different merchandising project for clothing in China.

• Science of Emotion and Sensibility
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• v.23 no.2
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• pp.61-74
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• 2020

Voice user interface has become a commercially viable and extensive interaction mechanism with the development of voice assistants. Despite the popularity of voice assistants, the academic community does not utterly understand about what, when, and how users chat with them. Chatting with a voice assistant is crucial as it defines how a user will seek the help of the assistant in the future. This study aims to cover the essence and construct of conversational AI, to develop a classification method to deal with user utterances, and, most importantly, to understand about what, when, and how Chinese users chat with voice assistants. We collected user utterances from the real conventional database of a commercial voice assistant, NetEase Sing in China. We also identified different utterance categories on the basis of previous studies and real usage conditions and annotated the utterances with 17 labels. Furthermore, we found that the three top reasons for the usage of voice assistants in China are the following: (1) greeting, (2) function, and (3) music. Chinese users like to interact with voice assistants at night from 7 PM to 10 PM, and they are polite toward the assistants. The whole percentage of negative feedback utterances is less than 6%, which is considerably low. These findings appear to be useful in voice interaction designs for intelligent hardware.