基于眼动跟踪实验的女大学生连衣裙色彩偏好研究

目的通过分析不同性格、血型和专业女大学生对连衣裙色彩偏好的影响,为色彩偏好分析与色彩营销提供不同的研究视角,为服装企业进行连衣裙色彩设计、开发、生产、销售提供有益信息。方法利用眼动跟踪仪,通过主客观相结合的方法,用SPSS软件将被测者对连衣裙各个区域的注视点个数、始看时间、首注视时间、注视持续时间、扫视次数进行近似矩阵分析。结论不同血型和不同性格的受试者对色系的偏好不同,不同专业的受试者对色系的偏好没有显著性差异。研究得出了有利于连衣裙开发和色彩营销的理论依据和方法,可丰富服装市场营销的途径。

Color Preference of Female College Students' Dress Based on Eye Tracking Experiment

The dress color preference of female college students with different blood types, personalities and majors are analyzed to provide clothing enterprises with some valuable information on the dress designing, developing and marketing. The fixation point number, beginning time, first fixation time, fixation duration, scanning frequency of the various areas of the dress are recorded by eye-tracking apparatus and analyzed with the SPSS by the means of approximate matrix. The experimental results shows that different subjects with different blood types and different personality have different preference for color, and there is no significant difference in color preference between different subjects. The study draws the theoretical basis and method which are beneficial to the development of dress and color marketing. It can also enrich the way of clothing marketing.