Abstract:

In view of the emotional differences of consumers caused by different styles of bras, starting from the structure design of bra, through questionnaire survey, three structures that are most concerned by consumers are extracted, that is, cups, gores, and shoulder straps, and the most popular ones with consumers are also selected. An orthogonal design of three factors and three levels is adopted. By taking the structure of bra as the research object, and the pleasure, arousal and dominance of consumers as indexes of emotional measurement, an emotional measurement experiment is carried out. The results show that different bra structures bring obvious emotional differences to consumers, 3/4 cup has the highest pleasure, and 1/2 cup has the highest arousal and dominance. High gore has the highest pleasure, while low gore has the highest arousal and dominance. Thin shoulder strap has the highest pleasure, arousal and dominance. Cups and gores have a significant impact on pleasure. Bras with 3/4 cup, high gore and thin shoulder strap bring about the highest pleasure to consumers; Shoulder strap has a highly significant effect on arousal, while cup has a relatively significant effect on arousal. The influence of shoulder strap and cup on dominance is significant. Bras with 1/2 cup, low gore and thin shoulder strap bring about the highest arousal and dominance to consumers.

Key words: emotional measurement, PAD emotional model, bra, orthogonal experiment, range analysis

摘要：

针对不同款式文胸引起消费者的情绪差异问题,从文胸结构设计出发,通过问卷调查,提取最受消费者关注的3个结构:罩杯、鸡心、肩带,并选取最受消费者喜爱的结构款式为因素,采用三因素三水平正交设计,以文胸的结构为研究对象,消费者的愉悦度、激活度、优势度为情绪测量指标,进行情绪测量实验。结果表明:不同文胸结构带给消费者情绪差异较明显,3/4罩杯愉悦度最高,1/2罩杯激活度、优势度最高;高鸡心愉悦度最高,低鸡心激活度、优势度最高;细肩带愉悦度、激活度、优势度均最高。罩杯与鸡心对愉悦度影响较为显著,3/4罩杯、高鸡心、细肩带文胸带给消费者愉悦度最高;肩带对激活度影响高度显著,罩杯对激活度影响较显著;肩带与罩杯对优势度影响均较显著,1/2罩杯、低鸡心、细肩带文胸带给消费者激活度和优势度最高。

关键词: 情绪测量, PAD情感模型, 文胸, 正交试验, 极差分析