Abstract
In response to the growing demand from the aging population, this study aims to relate mature females’ subjective feelings to the design parameters of brassiere. Ten mature-consumer-oriented brassieres available in the market were chosen for investigation. A questionnaire survey of 101 females and a series of expert assessment were conducted to help identify 20 pairwise phrases that describe the feelings delivered by the brassiere. Invite 12 female to join the research, whose ages are between 50 to 59, the educational level are above junior high school with the bra size are 80B, and has ever browsed the lingerie website. After that, it covers four stages of brassiere purchase, including previewing the product on the Internet and catalog, seeing the product in reality, seeing and touching the product in reality, and trying on the product. At the end of each of the four stages, the participant will rate her feeling toward the sample based on the 20 sets of pairwise phrases. Finally, an open interview will be performed to collect the overall feelings and additional comments. With the subjective ratings, principal component analysis were conducted to extract the two major adjectives that explain the variation among samples. Cluster analysis was further employed to determine the few categories of brassiere designed for mature females. Moreover, through the use of Quantification Theory Type I, the relationship between design parameters and subjective feelings were identified towards the better design. In phase 1 （part I: network vision） the embroidery lace can create feelings of "beautiful and cool". In phase 1 （part II: visual image） the general rims and embroidery lace can create feelings of "beautiful and covered". In phase 2 （real vision）general rims and front closure buckle can create feelings of "beautiful and function". In phase 3 （combining vision and tactile sense） the full cup and general rims can create feelings of "cool and support". In phase 4 （try-on） general rims and elastic lace can create feelings of "beautiful and perspiration". On the other hand, the users expectation disconfirmation were discussed by comparing the different stages：In network vision vs. combining vision and tactiles sense can using multiple camera angles on the web or using more function material. In network vision vs. try on can can using text description of the material property or encourage consumers try on. In visual image vs. real vision can enlarge detail design in pictrure or using high-quality color output. In visual image vs. combining vision and tactile sense can using text describe consumer touh or try-on experience. In visual image vs. try-on can using text description of the material property or encourage consumers try on. In real vision vs. combining vision and tactile sense can using text describes consumers feeling of touch. In combining vision and tactile sense vs. try on can using text describes models body shape and they wear bras conditions or encourage consumer try on. Here’s an advice for inspiring customer’s shopping desire by controlling the design parameter to decrease the expectation disconfirmation. So that consumers are satisfied and the requirements of aged consumer can be valued appropriately.