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Customers nowadays want not only a functional product but also one can reflect their values and personalities. However, their emotional needs are not easy to be identified because people react differently according to personal experiences. Despite the high efficiency of a structured questionnaire, its validity of pre-defined items has been questioning. In order to address this problem, this study focuses on understanding how customers' subjective impressions are constructed in different contexts. When people show their interests in a certain product, their level of involvement increased along with other contexts of usage. An enthusiastic cyclist, for instance, can use bicycles as a means of sport, transportation and leisure. A case study of bicycle saddles has been chosen and thirty-three women road cyclists volunteered for interview sessions respectively. Accordingly, a semantic database and a conceptual model illustrating an enjoyable saddle experience were proposed. The findings can also help rectify current collecting approaches in terms of the emotional needs for sports equipment.
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We use cookies to provide you with the best possible experience. They also allow us to analyze user behavior in order to constantly improve the website for you. Info about the privacy policy of IOS Press.