纯棉针织衫线上展示方式对视觉感知影响研究

Study on the Influence of Online Display Mode of Pure Cotton Knitwear on Visual Perception

随着社会的快速发展,网购在我们的日常生活中变得越来越普遍。但网上购物却有很大的弊端,主要在于消费者如果想要了解商品,只能通过网上浏览商品信息和一些商品图片,这就会导致消费者通过视觉感知到的商品性能与商品本身的性能存在差异。因此,找到线上销售商品最合适的展示方式尤为重要。以纯棉针织衫为例,通过客观眼动实验与主观调查问卷相结合的方式,最终得出结论:在立体展示中,立体正面的关注度最高;面料展示中,旋转展示的各项眼动数据明显优于其它三种展示方式;细节展示中的领口展示是消费者着重关注的地方。

With the rapid development of society,online shopping is becoming more and more common in our daily life.However,online shopping has great disadvantages,mainly because if consumers want to know more about the goods,they can only browse the online commodity information and pictures,which will lead to the differences between the commodity performance perceived by consumers through vision and the real performance of the commodity itself.Therefore,it is particularly important to find the most appropriate display mode for online sales.Taking pure cotton knitwear as an example and using the combination of objective eye movement experiment and subjective questionnaire,the final conclusion was drawn.The conclusion showed that in the three-dimensional display,the attention of the three-dimensional front was the highest;in the fabric display,the eye movement data of rotation display was significantly better than the other three display modes;and the neckline display in the detail display was the focus of consumers.