羊绒衫色彩对线上关注度和虚拟触觉的影响  

Influence of the color of cashmere sweater on online attention and visual-haptic perception

作　　者：江影 郑蕊 JIANG Ying;ZHENG Rui(School of Business,Beijing Institute of Fashion Technology,Beijing 100029,China;School of Fashion,Beijing Institute of Fashion Technology,Beijing 100029,China)

机构地区：[1]北京服装学院商学院,北京100029 [2]北京服装学院服装艺术与工程学院,北京100029

出　　处：《毛纺科技》2018年第10期57-61,共5页Wool Textile Journal

基　　金：浙江省自然科学基金(LQ18E030009);江苏省现代教育技术课题(2017-R-54599)

摘　　要：为帮助电商企业找到最适合进行展示的羊绒衫色彩,通过眼动跟踪系统,对不同色彩羊绒衫的关注度进行实验测试,通过热点图和兴趣区域分析,寻求最能引起消费者关注的羊绒衫展示色彩;同时通过问卷调查,分析不同羊绒衫色彩带来的虚拟触觉感知差异,从而寻求能够带来良好虚拟触觉感知的羊绒衫展示色彩。结果表明:浅色羊绒衫更容易引起人们的关注,且给人感觉更加柔软和有弹性;深色羊绒衫引起的关注度较低,但在保暖性和厚实感上优于浅色羊绒衫;不同色彩的羊绒衫在关注度和虚拟触觉感知上存在差异。In order to help E-commerce enterprises find the most suitable color of cashmere sweater to display, the eye tracking system was used to test the attention degree of different colors of cashmere sweater. The hot spots and interest regions were analyzed to seek the color of cashmere sweater that can attract the most attention. Meanwhile, questionnaire survey was conducted to analyze the difference of visual-haptic perception with different colors of cashmere sweater, and to search for the colors of cashmere sweater with good visual-haptic perception. The results showed that the light colors of cashmere sweaters are more likely to attract people′s attention, as well as feel softer and more elastic; deep colors of cashmere sweaters attract people′s attention difficultly, but they make people feel warmer and thicker; different colors of cashmere sweaters differ in attention and visual-haptic perception. The combination of the two mentioned researches will help E-commerce enterprises to choose the colors of cashmere sweater with high attention and good visual-haptic perception in online display.

关 键 词：色彩 关注度 虚拟触觉 羊绒衫 眼动仪 

分 类 号：TS941.11[轻工技术与工程—服装设计与工程]