服装面料在线展示方式对消费者视觉感知的影响

doi:10.19398/j.att.202201017

现代纺织技术 ›› 2022, Vol. 30 ›› Issue (6): 186-193.DOI: 10.19398/j.att.202201017

服装面料在线展示方式对消费者视觉感知的影响

董佳宁^a, 杨允出^b, 季晓芬, 蔡丽玲^b

浙江理工大学, a.服装学院; b.国际教育学院,杭州 310018

收稿日期:2022-01-11 出版日期:2022-11-10 网络出版日期:2022-11-16
通讯作者:季晓芬, E-mail: xiaofenji@zstu.edu.cn
作者简介:董佳宁(1999—),女,浙江衢州人,硕士研究生,主要从事服装功能与舒适性方面的研究。

Online display of apparel fabric and its impact on consumers' visual perception

DONG Jianing^a, YANG Yunchu^b, JI Xiaofen^b, CAI Liling^b

a. School of Fashion Design & Engineering; b. School of International Education, Zhejiang Sci-Tech University, Hangzhou 310018, China

Received:2022-01-11 Published:2022-11-10 Online:2022-11-16

摘要/Abstract

摘要： 为了帮助消费者感知服装面料属性,降低对产品质量的感知风险,结合线上调研结果将面料物理性能由专业的测试评价转化为可视化的主观评价。将面料平面展示、性能展示设为两组,利用感知判断与问卷评价结合的方式,分别统计两组主观判断的正确率与评分,利用符号秩检验,分析两组展示方式在视觉感知上的差异。同时采用单因素方差分析,探究不同性别在面料视觉感知上的差异性。结果表明:针对面料性能的展示优化了消费者的视觉感知,消费者的感知正确率平均提升了24.53%,评分平均上升幅度达0.94分;男性、女性对于面料性能的感知程度差异性显著,女性对于面料的感知更加敏感。

关键词: 面料, 在线展示, 视觉感知, 物理性能, 主观评价

Abstract: In order to help consumers perceive the properties of clothing fabrics and reduce their perception risk of product quality, this paper, combined with online survey results, transformed the physical properties of the fabrics from professional test evaluations into visual subjective evaluations. Dividing the experimental subjects into two groups: the fabric plane display group and property display group, this paper calculated the correct rates and scores of the two groups based on subjective judgments by combing the perceptual judgment with questionnaire evaluation and analyzed the visual perception differences between the two groups by using the signed rank test. At the same time, one-way ANOVA was adopted to explore the visual perception differences of fabrics between different genders. The results show that the display of fabric properties optimizes consumers' visual perception, the average perception accuracy of consumers is improved by 24.53%, and the average score is increased by 0.94 points; males and females have significant differences in perception of fabric properties, with the later being more sensitive to fabric perception.

Key words: fabric, online display, visual perception, physical property, subjective evaluation

中图分类号:

TS 941.1

董佳宁, 杨允出, 季晓芬, 蔡丽玲. 服装面料在线展示方式对消费者视觉感知的影响[J]. 现代纺织技术, 2022, 30(6): 186-193.

DONG Jianing, YANG Yunchu, JI Xiaofen, CAI Liling. Online display of apparel fabric and its impact on consumers' visual perception[J]. Advanced Textile Technology, 2022, 30(6): 186-193.

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服装面料在线展示方式对消费者视觉感知的影响

Online display of apparel fabric and its impact on consumers' visual perception

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