基于SD法的澳门高校学士学位服设计评价研究

Research on the Design Evaluation of Bachelor's Degree Gowns for Universities in Macao based on the SD Method

高校学士学位服具有高校重要的文化象征寓意和高校品牌的识别功能,对提升高校形象、高校品牌的识别度和表达高校文化自信有着积极的作用。以澳门7所高等院校的学士学位服为研究对象,运用SD(语义差别)法分析了使用者对学士学位服的基本印象及心理感受。通过现场发放调查问卷的形式,收集有效问卷141份,运用SPSS20.0软件对数据进行因子分析。从中找到识别认同因子、造形因子及物料因子是影响使用者对学士学位服印象评价的3个主要因子。因此,在澳门高校学士学位服设计中,除了注重服装物料的选用及色彩的运用外,更应注重如何满足使用者对学士学位服的心理感受,并在加强高校形象的塑造、提升高校品牌的识别和促进使用者的高校文化自信方面予以更重要的考虑。

The bachelor's degree gown of the university has an important cultural symbol of the university and the recognition function of the university brand,which has a positive effect on enhancing the image of the university,the recognition of the university brand and the expression of the cultural confidence of the university.Taking the bachelor's degree gowns of seven institutions of higher learning in Macao as the research object,the SD(Semantic Difference)method was used to analyze the basic impressions and psychological feelings of users on the bachelor's degree uniforms.In the form of on-site distribution of questionnaires,141 valid questionnaires were collected,and the data were analyzed by SPSS20.0 software.It is found that the identification factor,the form factor and the material factor are the three main factors that affect the user's impression evaluation of the bachelor's degree gown.Therefore,in the design of bachelor's degree gowns in Macao universities,in addition to paying attention to the selection of clothing materials and the use of colors,we should pay more attention to how to meet the user's psychological feelings about the bachelor's degree gowns,and give more important consideration to strengthening the shaping of the image of the university,enhancing the recognition of the university brand and promoting the user's cultural confidence in the university.