The Relationship Between Aesthetic Evaluation of Product Design and Purchase Intention in 100-Yen Shops– Focusing on Uniqueness, Humor, and Unexpected –

Abstract

In recent years, various types of retail shops have appeared in Japan. The popularity of 100-yen shops can be attributed to the low price of 100 yen per item and the high quality of their products, which have won awards for design from Japanese organizations. The gap between "Low Price and High Quality" and "High Quality" is judged to be surprising to consumers. Thus, 100-yen shops are famous for their affordable prices and high functionality. On the other hand, there have been no cases where the relationship between the sensitivity evaluation of 100-yen shop products and willingness to purchase has been analyzed. Therefore, this study aims to visualize and investigate the relationship between consumers' assessment of the uniqueness, humor, and unexpectedness of 100-yen shop products and their willingness to purchase them. Seven participants visited three different 100-yen shops in Hakodate in evaluation experiment 1. The collaborators were asked to photograph each "Unique and Humorous" and "Unexpected" product and describe their reasons for choosing. Then, 281 participants in their 20s to 70s were asked to complete a questionnaire about the 100-yen shop. Then, as part of Evaluation Experiment 2, we investigated how they would evaluate the products using the pictures taken in evaluation experiment 1. The results showed that more than half of the consumers plan what they will buy before they go to a 100-yen shop, but they tend to make impulse purchases due to low prices or buy unexpected items to stock up on consumable items. Moreover, "Unique and Humorous" was strongly related to "Unexpected." On the other hand, "Unique and Humorous" did not lead to "Want to Buy".

Keywords: 100-yen Shop, Humor Design, Product Design

DOI: 10.54941/ahfe1005619