[1]陈 萍,李 敏*.以功能区为单位的服装陈列要素评价[J].服装学报,2020,5(05):463-470.
　CHEN Ping,LI Min*.Evaluation of Visual Elements on Fashion Stores Based on Clothing Display Area[J].Journal of Clothing Research,2020,5(05):463-470.
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以功能区为单位的服装陈列要素评价()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第5卷
期数:
2020年05期
页码:
463-470
栏目:
服装品牌营销
出版日期:
2020-10-31

文章信息/Info

Title:
Evaluation of Visual Elements on Fashion Stores Based on Clothing Display Area
作者:
陈 萍1;  李 敏*1; 2; 3
1. 东华大学 服装与艺术设计学院,上海 200051; 2. 东华大学 现代服装设计与技术教育部重点实验室,上海 200051; 3. 同济大学 上海国际设计创新研究院,上海 200092
Author(s):
CHEN Ping1;  LI Min*1; 2; 3
1.College of Fashion and Design, Donghua University, Shanghai 200051,China; 2. Key Laboratory of Clothing Design and Technology, Ministry of Education, Donghua University, Shanghai 200051, China; 3. Shanghai International College of Design and Innovation, Tongji University, Shanghai 200092,China
分类号:
TS 942.8
文献标志码:
A
摘要:
服装行业市场竞争激烈,产品同质化现象严重,许多企业开始通过终端陈列提升销售表现。通过文献研究与市场调研构建评价体系,运用营销心理学理论与眼动跟踪技术进行客观实验与主观问卷设计,对6个视觉陈列展示区要素和5个单品陈列展示区要素进行分析。研究表明:陈列展示区的促销信息可迅速获取消费者的注意,品牌文案与主题设计使消费者视线停留时间更长; 单品陈列区的基础照明能够影响消费者的视线广度; 陈列功能区的各要素虽均对消费者购物的5个心理阶段(关注、兴趣、欲望、记忆、行动)有所影响,但对每个阶段的影响效果存在差异。
Abstract:
The competition in the apparel industry is fierce, as a result, the homogenization of products is getting higher and higher. More and more companies have realized the importance of visual display and hoped to enhance sales performance through it. This paper built an evaluation system through literature review and market research, and designed an objective experiment and a subjective questionnaire. The research was based on marketing psychology and eye tracking technology. Six visual presentation elements and five item presentation elements were analyzed. The results show that: promotional information in the visual presentation can attract the attention of consumers quickly. Brand advertising copy and theme design can make consumers gaze for longer time. The light brightness in the item presentation affect the scope of consumers. Although all visual elements have impacts on consumers’ psychology-attention, interest, desire, memory, and action, there are significant different effects of each stage.

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(责任编辑:张 雪)

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更新日期/Last Update: 2020-10-30