在线服装设计及其消费者的视觉行为研究  

Online Clothing Design and the Visual Behavior of Consumer

作　　者：莫晓红 孙恩乐[1] MO Xiao-hong;SUN En-le(Guangdong University of Technology,Guangzhou 510006,China)

机构地区：[1]广东工业大学,广州510006

出　　处：《包装工程》2022年第2期370-377,共8页Packaging Engineering

基　　金：广东省哲学社会科学规划(GD14XYS16);广东省哲学社会科学规划项目(GD20CTS07)。

摘　　要：目的在线服装设计与传统店面的服装设计、其他在线产品的设计都存在很大的区别,因此研究在线视觉体验、消费者购买期望与行为等因素对在线服装设计非常重要。方法提出在线服装消费者的购买行为包含了4个阶段,重点研究第二阶段中在线服装元素自下而上的视觉刺激、第三阶段中消费者自上而下的购买预期,以及购买行为与视觉注意的关系。提出通过眼动追踪实验与在线问卷数据对这些分析进行论证。结果数据表明,单独的图案等服装元素难以形成完整的情感认知;消费者更青睐具有层次感的服装设计;在线服装消费者的视觉注意服从"轮廓—局部—细节"的规律等。结论由于眼动追踪实验的实验数据与在线问卷数据一致,所以视觉行为研究对在线服装设计及其销售策略具有指导意义。Online clothing design is very different from traditional store clothing design and other online product designs. Therefore, it is important to study factors such as online visual experience, consumer purchase expectations and behavior for online apparel design. It is proposed that the purchase behavior of online clothing consumers includes four stages, focusing on studying the bottom-up visual stimulus of online clothing elements in the second phase;the consumer’s top-down purchasing expectations in the third phase;and the relationship between buying behavior and visual attention. It is proposed to justify these analyses through eye-tracking experiments and online questionnaire data. The data shows that it is difficult for individual clothing elements such as individual patterns to form a complete emotional cognition. Consumers prefer layered clothing designs. Online clothing consumers’ visual attention is subject to the “Global-Part-Detail” rule, and so on. Since the experimental data of the eye-tracking experiment is consistent with the online clothing questionnaire data, it has guiding significance for clothing design and sales strategy.

关 键 词：在线服装设计 视觉行为 眼动数据 情感认知 

分 类 号：TB472[一般工业技术—工业设计]