موسسه انتشارات دانشگاه تهران نشریه هنرهای زیبا: هنرهای تجسمی 2228-6039 مقالات آماده انتشار 2025 09 07 A Survey of the Visual and Emotional Preferences of Buyers for Designing Gemstone Costumers Using Kansei Engineering بررسی ترجیحات بصری و احساسی خریداران جهت طراحی محصولات گوهرسنگ به روش مهندسی کانسی 103539 10.22059/jfava.2025.394046.667474 FA اشرف محمدیان گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه قم، قم، ایران مهدی محمدی نسب گروه مدیریت، دانشکده علوم اقتصادی و اداری، دانشگاه قم، قم، ایران Journal Article 2025 04 24 Iranian gemstone art has considerable potential for development in Iran and globally due to its diversity, originality, high quality, and reasonable prices. One of the requirements is designing products based on the preferences, tastes, and needs of consumers. The present study is of a descriptive-correlational type in terms of its applied purpose. It combines two qualitative and quantitative methods, which seek to identify the preferences of Iranian buyers of gemstone products using the Kansei engineering method. To determine the desired features of customers, through a library study and interviews with experts, Kansei vocabulary in the field of gemstones was analyzed, extracted, and refined, which included 28 words related to the feelings of customers and products, which were presented to buyers in the form of a Kansei questionnaire with a semantic differentiation scale. Four hundred forty buyers who had participated in several gemstone exhibitions in Tehran during the winter of 1402 responded to the questionnaire. The data were analyzed with SPSS26 software. The results showed that buyers were mostly looking for the beauty and uniqueness of products such as rings and women's pendant sets. From the words of the Kansei, authenticity, transparency, and place authenticity, as well as the natural design and healing properties of the gemstone, are of greater importance. Also, the younger generation was more likely to seek out uncut gemstones such as diamonds, emeralds, and amethysts. <br /><br />Developing the gemstone product market requires understanding the preferences of customer and designing products based on their tastes. This research aims to understand the preferences of gemstone customers through semi-structured interviews with experts, as well as through questionnaires and field distribution, and attempts to answer the relationship between demographic variables and selected gemstone products, preferences, feelings of buyers, and characteristics related to gemstones. This research is an applied research type that is exploratory in nature and, based on the first-type Kansei engineering method, first classifies the categories and related Kansei words. Data analysis was performed using statistical software and the Spearman correlation test to obtain relationships between gemstone variables and characteristics, as well as regarding product design. Most customers choose gemstone products for personal use and as gifts for friends. Therefore, designers should consider age and education variables, visual factors, and emotional factors when designing products. It seems that customers in the gemstone products sector, despite being able to purchase precious metals such as gold and silver as an investment source, tend to choose these products instead of precious metals, given the uniqueness of gemstone products and the unrepeatability of some of them among all products in this sector. Beauty is the most important purchasing priority for gemstone customers, so designers are advised to consider the principles of aesthetics (formal transparency and simplicity) and the personality of buyers in gemstone products. Considering that this research has not been conducted in Iran, this research provides new insights to activists and people working in this industry to design and produce gemstone products in this sector according to the wishes, needs, and preferences of customers هنر صنعت گوهرسنگ ایران به دلیل تنوع، اصالت، کیفیت و قیمت مناسب از پتانسیل مناسبی برای توسعه در ایران و جهان برخوردار است که یکی از لوازم آن طراحی محصولات براساس ترجیحات، سلیقه و نیاز مصرف‌کنندگان است. پژوهش حاضر از نظر هدف کاربردی و با تلفیق دو روش کیفی و کمی، از نوع توصیفی- همبستگی است که به دنبال شناسایی ترجیحات خریداران ایرانی محصولات گوهرسنگ به روش مهندسی کانسی است. برای شناسایی ویژگی های مورد نظر مشتریان، از طریق بررسی کتابخانه‌ای و مصاحبه با خبرگان، واژگان کانسی در زمینه گوهرسنگ تحلیل، استخراج و پالایش شد که شامل 28 واژه مرتبط با احساسات مشتریان و محصولات، حاصل شد که در قالب پرسش‌نامه کانسی با مقیاس افتراق معنایی به خریداران ارائه شد. 440 خریدار که در چند نمایشگاه گوهرسنگ در تهران در زمستان 1402 شرکت کرده بود‌ند، به پرسش‌نامه پاسخ دادند. داده‌ها با نرم افزار spss26 مورد تحلیل قرار گرفت. نتایج نشان داد خریداران بیش‌تر به دنبال زیبایی و منحصربفرد بودن محصولات مانند انگشتر، حلقه و ست آویز زنانه بودند. از واژگان کانسی، اصالت، شفاف‌‌‌بودن و اصالت‌مکانی، طرح‌طبیعی و خاصیت ‌‌درمانی گوهرسنگ از اهمیت بیش‌تری برخوردار می‌باشد. همچنین نسل جوان بیش‌تر به دنبال گوهرسنگ‌های تراش نخورده مانند الماس، زمرد و آمتیست بودند. https://jfava.ut.ac.ir/article_103539_6c19571963bcddb14f5dc6b0b5f7d6d7.pdf