基于三层次体验理论的皮质沙发本能层线上消费偏好分析

Analysis of Online Consumption Preference of Instinct Layer of Leather Sofa Based on Three-level Experience Theory

为了解电商平台消费者对皮质沙发的购买偏好情况从而帮助企业合理排布电商产品线,需要归纳总结平台销量靠前皮质沙发的本能层产品特征,以期提高线上销售量。通过收集电商平台销量前100皮质沙发的价格、功能、颜色、评论等信息,利用SPSS、Excel等软件分析并可视化产品特征。具体表现为:该平台消费者选购的皮质沙发价位以中高档居多,符合平台调性;沙发辅助功能的设计主要是针对用户坐感舒适度体验的提升;利用HSV色彩模型对面料配色进行分析,得出暖色系、低纯度、高明度为主要特征;利用K-means聚类法得出这些销量靠前产品的主色调为黄、灰、绿、蓝调,黄色系占绝对优势;将沙发造型与配色结合考虑,总结出平台消费者的皮质沙发风格偏好可分为美式复古、现代北欧、意式轻奢。通过分析可得出,归纳电商平台上销量靠前的产品特征与分布规律,能够得出消费者对电商平台上皮质沙发的选购偏好,从而对企业的电商发展方向提供指导意见和理论支撑。

In order to understand the purchase preference of leather sofas consumers on the e-commerce platform so as to help companies reasonably arrange their e-commerce product lines,it is necessary to summarize the instinctive layer product characteristics of the top-selling leather sofas on the platform with an aim to improve online sales.By collecting the price,function,color,reviews and other information of the top 10o leather sofas sold on the e-commerce platform,the product characteristics were analyzed and visualized using SPSS,Excel and other software.Specific performance is:the price of the leather sofa purchased by platform consumers is mostly in the middle and high-end,which is in line with the platform tone;sofa auxiliary function is mainly for enhancing the sitting comfort experience;according to the HsV color model,the main characteristics of the fabric are warm color,low purity,and high brightness;based on the K-means clustering method,the main color of the top selling products is yellow,gray,green,blue,where yellow system is absolutely dominant;the platform consumer leather sofa style preferences can be divided into American retro,mod-ern Scandinavian,Italian light luxury according to sofa modeling and color combination consideration.Through the anal-ysis of the characteristics of the top selling products on the e-commerce platform and distribution rules,the consumers purchase preferences on the e-commerce platform leather sofa can be concluded,so as to provide guidance and theoreti-cal support for the e-commerce development of enterprises.