快时尚品牌橱窗模特姿态与消费者心理关系解读

Interpretation of the Relationship Between Model Posture in Shopwindow of Fast Fashion Brand and Consumers′Psychology

文章设计了16种不同姿态的快时尚橱窗模特,并运用感性工学和SPSS对其进行感性评价研究。对16种橱窗模特姿态主成分分析后,得出3个评价指标:姿态因子、外观因子、陈列因子。研究结果表明:不同姿态的橱窗模特会对消费者产生不同的心理效应;细分橱窗模特姿态,有助于提高消费者对展示商品的关注度。

This articl design 16 kinds of fast fashion brand window models with different postures, used Kansei engineering and SPSS to conduct perceptual evaluation research, and three evaluation indexes were obtained: attitude factor, appearance factor and display factor. The research results showed that the window models with different postures had different psychological effects on consumers, the model postures were subdivided can effectively improve consumers′ attention to display products.