摘要
随着移动端网购的盛行,为促进以微信为发展平台的微商城实现宣传品牌理念、提高品牌形象、促进店铺产品转化率的目的,本文以微商城的服装视觉营销为主题展开研究。通过微商城页面视觉感知线索要素的提取和评价体系的构建,结合消费者眼动跟踪实验与主观问卷调研,探析消费者在微商城页面的视觉表现和心理感知因素,并由此对消费者进行整体感知度及购买意向分析,为改进微商城视觉营销策略提供可行性建议。
With the popularity of online shopping in the mobile terminal,the fashion visual merchandising in Vshop was studied in this paper to improve the promotion of brand concept,enhance brand image and improve the store conversion rate and product conversion rate.The consumer's visual behaviors and psychological perception were explored by pages visual perception clues extracting and evaluation system building,combined with the analysis of eye-tracking experiment and subjective questionnaire survey,their global perception and purchase intention were analyzed,which can provide feasible suggestion for the improvement of Vshop visual merchandising.
作者
孙田雨
邵丹
李玉灵
朱奕
杨以雄
SUN Tian-yu;SHAO Dan;LI Yu-ling;ZHU Yi;YANG Yi-xiong(College of Fashion and Design of Donghua University,Shanghai 200051,China;Key Laboratory of Clothing Design and Technology,Ministry of Education,Donghua University,Shanghai 200051,China)
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2018年第3期77-86,共10页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)项目(13S107024)
东华大学非线性科学研究所专项资金项目(INS-1401)
同济大学上海国际创新研究院<时尚产业价值链研究>项目(DB17016)
关键词
微商城
服装视觉营销
眼动跟踪技术
视觉感知线索
购买意向
Vshop
visual merchandising
eye-tracking technology
visual perception clues
purchase intention
作者简介
通讯联系人杨以雄,E-mail:yyx@dhu.edu.cn.
