LED光环境及服装色彩对消费者行为影响分析  

The Effect Analysis of LED Light Environments and Clothing Colors on Consumers’Behavior

作　　者：贺晓阳[1] 刘泽 孙亮 梁静 宋雪杰 王彩印 刘縯 HE Xiao-yang;LIU Ze;SUN Liang;LIANG Jing;SONG Xue-jie;WANG Cai-yin;LIU Yan(School of Information Science and Engineering,Dalian Polytechnic University,Dalian 116034,China;School of Light Industry and Chemical Engineering,Dalian Polytechnic University,Dalian 116034,China)

机构地区：[1]大连工业大学信息科学与工程学院,辽宁大连116032 [2]大连工业大学轻工与化学工程学院,辽宁大连116034

出　　处：《光谱学与光谱分析》2022年第3期884-888,共5页Spectroscopy and Spectral Analysis

基　　金：国家自然科学基金青年科学基金项目(61802041)资助。

摘　　要：LED光源具有高显色性、高发光效率、寿命长、节能环保等优秀的性能,目前很多服装店已经采用LED进行照明。但服装店在选择照明方式上出现很多问题,比如灯光不能再现服装的真实原貌,消费者的氛围感知不强,消费者购买欲望差。以可调LED光源为基础,针对服装店室内照明场合,分别采用普通照明方式、重点照明方式、局部照明方式和混合照明方式,设计了四种不同物理参量的光环境,借助心理物理实验的语意差别量表法,使用了36组词对组成了主观评价问卷调查表,采用22名观察者模拟消费者(11名男性和11名女性),对相应的四种照明环境的五种颜色服装(黑色、蓝色的男装以及白色、红色和黄色的女装)进行喜好度、吸引度、舒适度和色彩真实度的主观评价。运用差异系数检验了主观评价数据的稳定性与准确性,确定了数据真实有效。采用主成分分析方法,评估了相应的照明方式效果,得到了评价服装店照明环境氛围的基本维度为活泼性(liveness)、舒适度(coziness)和商业性(commercial),通过单因素方差分析方法进一步判断得到活泼性为服装店最重要的基本维度。另外,分析了在四种LED照明光环境下,服装颜色对观察者颜色感知的影响。研究结果表明:在服装店中,普通照明方式由于与传统光源的照明效果相似,消费者的各项评价指标普遍较低,因此普通照明方式不应在服装店中单独使用;对于黑色、蓝色的男装和红色的女装,混合照明方式比其他照明方式更适合,产生的照明效果更能吸引消费者的注意;对于黄色的女装,采用局部照明方式的效果更受消费者喜爱,但是消费者对照明环境采用局部照明方式下的蓝色男装的评价指标很低,所以对于服装店的蓝色服装应该避开使用局部照明方式;对于白色的女装,利用重点照明方式,更能吸引消费者的注意。LED light source has many outstanding performances,including high color rendering,high luminous efficiency,long life and energy saving.It had been widely adopted LEDs lighting for clothing stores.However,there were many problems when choosing a lighting method for a clothing store.For example,the lighting cannot restore the original appearance of the clothing.This can cause consumers to have a weaker perception of the atmosphere and make consumers lose their desire for purchase.This paper was based on the adjustable LED light sources.For the indoor lighting occasions of clothing stores,four types of lighting environments with different physical parameters were designed using general lighting,key lighting,partial lighting and mixed lighting,respectively.With the help of the semantic differential scale of psychophysical experiments,subjective evaluation questionnaires were formed using 36 sets of word pairs.It was using 22 observers(11 males,11 females)to simulate consumer’s subjective evaluation of preference,attractiveness,coziness and color fidelity of five colors of clothing(black,blue male’s clothing and white,red and yellow female’s clothing)corresponding to the every lighting environment.The difference coefficient was used to verify the stability and accuracy of the subjective evaluation data,and all the data was confirmed to be reliable and valid.The principal component analysis method was used to evaluate the effects of corresponding lighting methods.The basic dimensions of the lighting environment atmosphere of the clothing store had been evaluated as liveness,coziness and commercial.One-factor analysis of variance was used to determine further that liveness was the most important basic dimension of clothing stores.Moreover,this paper analyzed the effects of clothing color on observers’color perception under the four LED lighting environments.The research results showed that the general lighting method was similar to the traditional light source in terms of lighting effects,and the consumer evalua

关 键 词：LED光环境 服装颜色 因子分析 照明方式 色温 心理物理实验 

分 类 号：TM923.01[电气工程—电力电子与电力传动]