黄色明度饱和度对服装高级感的影响研究  

Research on the influence of yellow value and saturation on sense of clothing superiority

作　　者：曹宵情 刘尊礼[2] 鲁成[3] CAO Xiaoqing;LIU Zunli;LU Cheng(Fashion College,Shanghai 201620,China;School of Management,Shanghai University of Engineering Science,Shanghai 201620,China;Fashion Institute,Donghua University,Shanghai 200051,China)

机构地区：[1]上海工程技术大学服装学院,上海201620 [2]上海工程技术大学管理学院,上海201620 [3]东华大学服装学院,上海200051

出　　处：《丝绸》2019年第9期50-55,共6页Journal of Silk

基　　金：国家自然科学基金应急项目(7184100426);东华大学青年教师科研启动基金资助项目(2019-09-0001);上海工程技术大学研究生创新项目(E3-0903-18-01184)

摘　　要：色彩是影响消费感知和行为的重要因素。文章从黄色明度和饱和度的角度,通过实验法和回归分析,展示了一种对消费者有广泛影响的颜色感知现象。结果表明:在刺激物为黄色的情况下,低明度比高明度色彩的服装高级感更强;高饱和度比低饱和度色彩的服装高级感更强;明度与饱和度对高级感的影响存在显著的交互作用;高明度比低明度色彩的服装购买意愿更强;唤醒在明度对购买意愿的影响中起到了中介作用。研究了黄色明度和饱和度如何影响服装高级感和消费心理的机理,为服装企业和品牌提供了色彩信息,有助于提升产品的色彩效果,增强企业竞争力。Color is an important factor affecting consumption perception and behavior.From the perspective of yellow value and saturation,this study demonstrated a phenomenon of color perception that has a wide impact on consumers through experimental method and regression analysis.The results show that under the condition that the stimulus are pictures of yellow dresses,the superior sense of clothing with low value is stronger than that with high value.The superior sense of clothing with high saturation is stronger than that with low saturation.There is a significant interaction between value and saturation on the sense of clothing superiority.The purchase intention for the clothing with high value is stronger than that with low value.Arousal plays an intermediary role in the influence of value on the purchase intention.In this study,the mechanism about how yellow value and saturation affect the superior sense of clothing and consumer psychology is clarified,which provides color information for clothing enterprises and brands,and contributes to improving the color effect of products and enhancing the competitiveness of enterprises.

关 键 词：色彩明度 色彩饱和度 服装高级感 黄色 唤醒 

分 类 号：TS941.11[轻工技术与工程—服装设计与工程]