Kansei Evaluation of Car Interiors in 360° Photo Viewing: Differences Between Flat Display and Virtual Reality

Virtual Reality (VR) has become a valuable tool for spatial evaluation, though it faces challenges such as motion sickness. While 360° photos offer a more accessible alternative for spatial viewing, they lack the immersive quality of VR. However, there has been limited research on how the choice of viewing medium might influence the outcomes of space design evaluations, particularly in the context of Kansei evaluation. Therefore, this study aims to investigate the perceptual differences between participants viewing 360° photos of car interiors via flat displays and VR devices. The 60 participants were divided into two groups: one group viewed the 360° car interior images on flat displays, while the other group experienced the same image through VR. After viewing five car interior samples, both groups completed a 7-point Likert scale questionnaire containing 12 words, including style and spatial perceptual words. The results showed that, among the 12 words, only the spatial perceptual words “Fresh” and “Comfort” received higher scores, with no significant differences observed in the style perceptual words between the two viewing mediums. The findings of this study provide insights for Kansei evaluation of the interior experience, with potential implications for car design and marketing practices.