基于视觉认知的女式皮包网络销售展示效果评价

doi:10.19677/j.issn.1004-7964.2023.04.017

皮革科学与工程 ›› 2023, Vol. 33 ›› Issue (4): 89-92.doi: 10.19677/j.issn.1004-7964.2023.04.017

基于视觉认知的女式皮包网络销售展示效果评价

叶聪¹, 刘国联^2,*, 匡才远³, 姜川⁴

1.金陵科技学院艺术学院,江苏南京 211169;
2.苏州大学纺织与服装工程学院,江苏苏州 210521;
3.金陵科技学院动漫学院,江苏南京 211169;.中国纺织工业联合会,北京 100020

收稿日期:2022-09-09 出版日期:2023-08-01 上线日期:2023-07-21
通讯作者: *刘国联（1953-）,女,硕士,教授,主要从事服装心理学、认知行为与评价研究。E-mail: liuguolian@suda.edu.cn。
作者简介:叶聪（1983-）,女,博士,副教授,主要从事数字化产品设计的教学与研究。E-mail:yecong@jit.edu.cn。
基金资助:
“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）

Effect Evaluation of Online Sales Presentation of Female Leather Bags based on Visual Cognition

YE Cong¹, LIU Guolian^2,*, KUANG Caiyuan³, JIANG Chuan⁴

1. College of Art, Jinling Institute of Technology, Nanjing 211169, China;
2. College of Textile and Clothing Engineering, Soochow University, Suzhou 215021, China;
3. College of Animation, Jinling Institute of Technology, Nanjing 211169, China;
4. China National Textile and Apparel Council, Beijing 100020, China

Received:2022-09-09 Online:2023-08-01 Published:2023-07-21

摘要/Abstract

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。

关键词: 认知心理, 女式皮包展示, 网络销售, 感知评价

Abstract: 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.

Key words: cognitive psychology, female’s leather bag presentation, online sales, evaluation of perception

中图分类号:

TS941.12

叶聪, 刘国联, 匡才远, 姜川. 基于视觉认知的女式皮包网络销售展示效果评价[J]. 皮革科学与工程, 2023, 33(4): 89-92.

YE Cong, LIU Guolian, KUANG Caiyuan, JIANG Chuan. Effect Evaluation of Online Sales Presentation of Female Leather Bags based on Visual Cognition[J]. Leather Science and Engineering, 2023, 33(4): 89-92.

基于视觉认知的女式皮包网络销售展示效果评价

Effect Evaluation of Online Sales Presentation of Female Leather Bags based on Visual Cognition

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