Abstract:

With the progress of technology, the business model of online shopping is booming. Vision and touch are basic sensory ways for human to obtain information. Visual perception plays an important role in online consumption. Women are the main group of online consumers. Among various categories of women's clothing, knitwear is an essential clothing item in autumn and winter. Therefore, the visual perception and evaluation of knitwear fabrics and sales pages are significant to short the distance between consumers and businesses, and improve shopping satisfaction and transaction efficiency. Eyetracking technology is carried to capture the process and information of people's visual attention by recording eye movement position, trajectory, fixation time and other indicators through an eye tracker, so as to analyze the characteristics or differences of individuals in cognitive process, physiology and behavior. However, the existing research does not involve the standardized setting of fabric display methods, and lacks analysis of relationship among fabric types, detail display and visual attention, as well as the discussion on the best presentation effect of individual clothing fabrics on online sales pages.

In this research, pure cotton and woolen knitwear of online sales for autumn and winter is taken as the experimental objects. Eye tracker and statistical analysis methods are introduced to explore the visual gaze law of consumers. Visual perception of consumers is analyzed and evaluated via the two dimensions of fabric and sales page based on subjective and objective analysis. The fixation rules of consumers are investigated on different fabrics and display methods such as tiling and details based on the data of eye tracking including the first entry time, fixation time, number of fixation points and fixation times. According to the subjective questionnaire, the relationship between the subject group structure and the fabric display mode is further explored in this research. Moreover, the tactile and visual perception scores of different fabrics in the aspects of warmth retention, softness, thickness, elasticity, and drape are also compared. In addition, through the subjective and objective synchronous method, it is clear and verified that consumers pay attention to different online display methods of knitwear. The innovation of this paper is to explore the visual rules and perception differences of consumers on typical fabrics and sales pages of women's autumn and winter knitwear online sales by quantifying fabric display details and using eye tracking technology. The research shows that the consumers' visual gaze follows the rule of being horizontally from center to left and then to right, and vertically being from top to bottom for online display fabric of pure cotton and wool. The tactile perception of each performance for the fabrics is higher than the visual perception, which indicates that the performance perception of online sale is lacked for consumers. For warmth sense of pure cotton fabric, softness and compactness sense of wool fabric, the visual score is close to the tactile perception, which could reflect the hand feeling to a certain extent. In addition, the softness, elasticity and drapability sense of the two fabrics could be easily obtained through visual perception, while the warmth and compactness sense that could reflect the characteristics of autumn and winter should be highlighted through auxiliary means when displayed online. Moreover, in terms of sales page, attention should be paid to the side display of knitwear and relevant text description should be provided preferably.

The research results are helpful for businesses and consumers to obtain accurate information transmission and feedback when businesses and consumers are displaying or shopping online, and provide theoretical basis and data reference for improving online trading volume.

Key words: online sales, knitwear, visual perception, eye tracking technique, mode of fabric display, sales page

摘要： 服装集视觉、触觉于一身，其品质高低需综合二者评价。线上销售产品的局限是消费者缺乏触觉体验，消费者满意度及购物效率因而降低。本文以线上销售秋冬纯棉和羊毛针织衫为实验对象，采用眼动仪及统计学分析方法探究消费者注视规律，并对消费者在面料实物和销售页面两个维度的视觉感知进行主客观分析与评价，最后对研究结果进行验证。结果表明：对于纯棉和羊毛面料的线上展示，消费者注视基本遵循横向先中间后从左至右，纵向由上至下的规律；面料各性能触觉感知较视觉评分高，表明消费者对线上销售商品的性能感知存在欠缺，而对于纯棉面料的保暖感以及羊毛面料的柔软感和厚实感，视觉评分已接近触觉，可一定程度反映手感。此外，两种面料的柔软感、弹性感和悬垂感易通过视觉感知获得，而能体现秋冬特点的保暖感和厚实感在线上展示时应通过辅助方式加以突显；销售页面应侧重针织衫侧面展示并辅以相关文字描述。

关键词: 线上销售, 针织衫, 视觉感知, 眼动追踪技术, 面料展示方式, 销售页面