“Z世代”人群对西藏阿里地区传统服饰元素关注度研究

RESEARCH ON THE ATTENTION OF"GENERATION Z"PEOPLE TO TRADITIONAL CLOTHING ELEMENTS IN NGARI,TIBET

为帮助服装品牌企业及设计师准确把握“Z世代”人群对阿里传统服饰元素的关注程度。利用主观问卷调研以及客观眼动仪蜂群图、热点图、AOI兴趣区域分析法来查看受试者的注视情况,并对实验数据进行分析。总结得出最受“Z”世代关注的藏族传统服饰元素:图案为“耳环纹”,其次是“狗鼻纹”;颜色为色彩明度及饱和度较低的“色组一”。实验结果可为藏式服装的开发和藏族元素的运用提供参考;实验方法可为营销人员今后从产品角度更科学、合理地探析目标人群偏好提供借鉴。

In order to help clothing brand companies and designers accurately grasp the degree of attention of"Generation Z"people to Ali's traditional clothing elements.Use subjective questionnaire surveys and objective eye tracker bee colony maps,heat maps,and AOI interest area analysis methods to check the subject's gaze and analyze the experimental data.It is concluded that the traditional Tibetan costume elements that have attracted the most attention from the"Z"generation:the pattern is"earring pattern",followed by"dog nose pattern";the color is"color group one"with lower color brightness and saturation.The experimental results can provide references for the development of Tibetan-style clothing and the use of Tibetan elements;the experimental methods can provide reference for marketers in the future to analyze the preferences of target groups from the product perspective in a more scientific and rational manner.