Configuring the next generation handset by using an emotional design based MCDM framework

Chi-Yo Huang, Gwo Hshiung Tzeng, Yi Fan Lin, Shu Ho

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Most researches on product designs focused on product functionality and utility. However, customers make the purchasing decision by considering not only the product functionalities but also the feeling of using the product. Thus, how to arouse consumers' emotion through product design has become a daily important issue. To resolve this problem, this research aims to develop a systematic emotional design based multiple criteria decision making (MCDM) framework consisting of the Analytic Network Process (ANP) and the Grey Relational Analysis (GRA). The customer requirements for the next generation 4G handset will first be collected and summarized by literature review. Then, the ANP will be introduced to determine the weights versus each requirement. Finally, the GRA will be introduced for deriving the relationships between requirements (criteria) and the functions (alternatives). The alternatives with the highest grey grades will be selected as the functions of the product. An empirical study based on the next generation 4G handset design will be leveraged for verifying the feasibility of the MCDM framework. The results demonstrate that from the aspect of emotional design, a suitable user interface is the most important factor for developing a success 4G handset. Furthermore, the touch panel handset is the optimal design to fulfill customers' preferences toward the next generation mobile phones.

Original languageEnglish
Title of host publicationPICMET '10 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management for Global Economic Growth
Pages1135-1144
Number of pages10
Publication statusPublished - 2010 Nov 25
EventPortland International Center for Management of Engineering and Technology - Technology Management for Global Economic Growth, PICMET '10 - Phuket, Thailand
Duration: 2010 Jul 182010 Jul 22

Publication series

NamePICMET '10 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management for Global Economic Growth

Other

OtherPortland International Center for Management of Engineering and Technology - Technology Management for Global Economic Growth, PICMET '10
CountryThailand
CityPhuket
Period10/7/1810/7/22

ASJC Scopus subject areas

  • Business and International Management
  • Management of Technology and Innovation
  • Economics and Econometrics

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    Huang, C-Y., Tzeng, G. H., Lin, Y. F., & Ho, S. (2010). Configuring the next generation handset by using an emotional design based MCDM framework. In PICMET '10 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management for Global Economic Growth (pp. 1135-1144). [5603314] (PICMET '10 - Portland International Center for Management of Engineering and Technology, Proceedings - Technology Management for Global Economic Growth).