基于女大学生的服装设计感性评价个体差异

Individual differences in perceptual evaluation for fashion design:taking female students as research subjects

鉴于当今顾客对服装的选择从理性评估转向感性评价,感性评价中的个体差异问题需引发关注。为此,基于顾客的产品经验水平,以女大学生为研究样本,对该问题做了实证研究。利用多元统计的方法:T检验、因子分析、可靠性检验与多元回归,比较了专家顾客群体与普通顾客群体的服装设计感性评价差异。结果表明:2个群体对同款服装的感性评价及其总体评价变量均存在显著性差异,其感性评价变量对其总体评价的影响是不同的;2个群体的感性评价同样存在结构上的差异,其感性评价因子对其总体评价的影响也是不同的。在此基础上,提出了相应的研究建议。

Nowadays, when making a choice of a garment, a customer often shifts his（or her） evaluation from rational to perceptual. Thus, more attention on the individual difference in perceptual evaluation should be paid. Based on customer experience level, an empirical research is carried out, taking female college students as subjects. By means of multi-statistics methods, including T-test, factor analysis, reliability test and multi-regression, this paper compares the differences in perceptual evaluation for garment design between designer-customer group and common-customer group. The results reveal： perceptual and overall evaluation variables for the same design are significantly different between the two groups; and the effect of perceptual evaluation variables on overall evaluation is varied from group to group; and perceptual evaluation constitutioanal factors varied from group to group; and the effect of perceptual evaluation factors on overall evaluation is also varied from group to group. Based on the results, some suggestions are put forward accordingly.