摘要
基于消费者的认知心理,将心理学的研究方法——认知行为学应用于女单款皮包网络销售展示效果评价研究。采用E-prime软件探索分析了不同展示角度、背景下被试对女式皮包展示效果评价的差异性。研究结果表明,展示角度为30°和45°时的侧面效果和“有背景”的展示效果最受欢迎;展示角度和陈列背景存在交互作用,突出了女式皮包展示的视觉效果。这为服饰产品的网络营销展示策略提供科学参考。
The research method of psychology-cognitive behavior was applied for effect evaluation of online sales presentation of female single leather bags based on visual cognition of customers.The E-Prime software was employed to explore and analyze the difference in the evaluation of the display effect of female leather bags under the different background with various display angles.The results show that the side effect and the background effect are the most popular when the display angle is 30°and 45°.The interaction between display angle and display background highlights the visual effect of female leather bag presentation.This work provides scientific reference for the online marketing display strategy of apparel accessories.
作者
叶聪
刘国联
匡才远
姜川
YE Cong;LIU Guolian;KUANG Caiyuan;JIANG Chuan(College of Art,Jinling Institute of Technology,Nanjing 211169,China;College of Textile and Clothing Engineering,Soochow University,Suzhou 215021,China;College of Animation,Jinling Institute of Technology,Nanjing 211169,China;China National Textile and Apparel Council,Beijing 100020,China)
出处
《皮革科学与工程》
CAS
北大核心
2023年第4期89-92,共4页
Leather Science and Engineering
基金
“十四五”江苏省设计学重点建设学科、南京市文化人才培养资助项目(22BM7005)。
关键词
认知心理
女式皮包展示
网络销售
感知评价
cognitive psychology
female’s leather bag presentation
online sales
evaluation of perception
