The purpose of this study was to evaluate female perception using wedding dresses as an example of qualitative to quantitative translation. Two steps were executed as follows: 1) Surveying the factors that describe attractiveness from department interviews and compiling a diagram of preferences by Evaluation Grid Method. 2) Measuring attractive attributes and weighing them by Quantification Theory Type I. The results classified wedding dress styles as "noble and gorgeous," "elegant and reminiscent," "sexy," "unique and new," "romantic and dream," "decent," "lovely and sweet," and "simple and generous." In particular, "noble and gorgeous," "elegant and reminiscent," and "sexy," were three styles that were preferred more than the others. Consumers psychologically prefer the "noble and gorgeous" style because it correlates with the "princess complex"-including low-neck, backless, bodice, sleeveless, and satiny material in wedding dresses. The "elegant and reminiscent" style is similarly related to a "European palace image," including circular collar, towing skirt, bodice and open back. Furthermore, the "sexy" style serves to capture people's vision including long bodysuit, circular collar, backless design and bodice. The evaluation method of this study could provide an effective tool for wedding dress designers, managers, planners, and product designers.
All Science Journal Classification (ASJC) codes
- Hardware and Architecture
- Computer Networks and Communications