摘要
为帮助品牌提升橱窗展示设计能力,通过眼动仪实验获得消费者对核心产品的关注时间、对橱窗各要素组件的敏感程度等指标,对丝绸产品橱窗进行元素提取、归纳及分析。研究表明,被试者对不同的丝绸产品橱窗的关注区域和时间有显著差异,并且不同的橱窗导向的目的也大不相同。通过比较研究有助于本土服装品牌进行橱窗设计定位,提升消费者感知价值与有效品牌信息传递能力。
To help a brand improve window display design ability,consumers＇ attention time on core products and their sensitivity to each element component of window were gained through eye tracker experiment. Meanwhile,element extraction,conclusion and analysis were carried out for silk products. The results show that the subjects have significant differences in the attention region and time of different silk product window display. In addition,the different window guidance also has different purposes. This paper contributes to window design positioning of the local fashion brand,and enhancement of consumer＇s perceived value and effective brand information transmission ability.
出处
《丝绸》
CAS
CSCD
北大核心
2016年第9期37-41,共5页
Journal of Silk
基金
浙江省社会科学联合会资助项目(2015B077)
浙江省教育厅资助项目(Y201534604)
浙江理工大学521人才培养计划资助项目(浙理工〔2012〕20号)
浙江理工大学科研启动基金资助项目(14072097-Y)
