An Empirical Study Of Fashion Product Design Psychology Based On Evolutionary Theory

With the development of economy and society,the fashion industry has become a hot industry in the world.The rapid development of the fashion industry has created enormous economic benefits for the society.Fashion is penetrating into all aspects of our life.Whether it is on our level of consciousness,or the subconscious level,fashion is affecting us,as a measure of our own and others' standards.Using evolutionary psychology as the theoretical background of the study,there will always be a lot of controversial fashion theory has been integrated.By sorting out and summarizing the existing fashion product design concept that brought the original conclusion:because of the social challenges of the original motivation,so that people have innate psychological needs and aesthetic preferences.People are carrying this innate gene,in order to meet the original fundamental motivation to pursue fashion.So what is the fundamental motive that drives people to pursue fashion?This paper points out that fashion is a kind of show off to satisfy people's original motivation.Based on the above reality,the main goal of this research is to construct the core mechanism of evolutionary psychology in fashion product design.Through the analysis of the influence factors of the psychological needs of the people,the psychological model of fashion product design will be established.The specific research questions focus on the following aspects:(1)the fundamental motivation of human pursuit of fashion products.(2)mechanism of mating strategy in the fashion product design.By combing the literature and summarizing the existing fashion product design from the shape to the content,it is deduced how the mate strategy affects the fashion products and meets the people's needs.(3)To establish a practical psychological model of fashion product design,and obtain the guiding principles of fashion product design for the future.In the aspect of research method and research design,this article takes evolutionary psychology as the main theoretical basis,combines the gender selection mate strategy,the aesthetic psychology and elements in the aesthetics,needs motive theory,cognitive theory,as well as the prototypical and emotional theory in design psychology.Based on the theoretical and practical considerations,this paper establishes an empirical model of this study,and puts forward the research questions and hypotheses.This paper has completed the operation of the concepts of fashion design,high cost,gender selection,aesthetic value,self-monitoring,group pressure sensitivity and so on to form reliable measurement tools and questionnaires with high reliability and validity.After the questionnaire was revised and implemented by the network survey,the data analysis is conducted after recovery and screening.The current status of variable analysis finds that:different age,gender,occupation,marriage status reflects that there are some differences in the perception of fashion products and participation behavior.Women's attention to fashion products is higher than that of males,and there is a significant difference in the perception of female mate selection strategies.Population in different age groups in the intensity of,the value of showing off,aesthetic value and paying a high price,exists some differences.The crowd between 30 and 39 years have the highest psychological demand for fashion products,but people over the age of 50 in all aspects of the psychological needs of fashion products are markedly decreased.There is a significant difference in the psychological and behavioral performance of different occupations in the face of fashion products.Different marriage status in the selection strategy,aesthetic value,the display value and the group pressure causes difference.The analysis of the core mechanism of fashion design psychology is the main line of this research.The process of triple stripping and analysis of the core mechanism also include grasping the influence factors of the variables.Firstly,the psychological and behavior mechanism of consumers in the face of fashion products are:the psychological needs of spouse motivation ? the aesthetic needs of the product ? demand for products with high display value ? purchase intention,consistent with the consumption of the basic psychological and behavioral process.Among them,the psychological demand of the mate choice motivation has a positive impact on the aesthetic value of fashion products.The aesthetic value of the product has a positive impact on the display value,and the display value has a significant positive impact on the purchase intention.Secondly,analysis of the mechanism of stimulating factors involved in the design of fashion products:The appearance design of the fashion product with gender is significantly related to the strategy of choosing a mate.Mating strategies are significantly related to male and female mating strategies.And the design elements of feminine and male mating strategies are significantly related.That is to say,the proportion,color,material and other design elements in the male fashion products reflects the good economic status and good biological genes as well as excellent social character of men,but its essence is to meet the requirement of women to mate.While the slim,soft curves,soft colors,delicate material design and other design elements of the female fashion products reflect women's youth,beauty and gentle or independent temperament.But its essence is to meet the requirements of male to female mate choice.The exterior design elements of fashion products play a partial mediating effect between the sexual selection strategy and aesthetic value.An important feature of fashion product is its high cost,and high price is an important source of aesthetic value of the product.A high price means rare materials,high cost of time and cost of health risks.Fashion products to form beauty products by shaping the high price,and then make it strong showing value.The high cost of fashion products has a partial mediating effect on the relationship between aesthetic value and display value.Thirdly,analysis of the mechanism of regulating factors in fashion product design:self monitoring consumer plays a positive moderating effect on the relationship between the display value and purchase intention;The sensitivity of group pressure,which is perceived by consumers,has a positive moderating effect on the display value and purchase intention of fashion products;In this paper,the innovation in theory and practice is mainly reflected in the following aspects:(1)According to the laboratory results of quantitative research,the core mechanism model of fashion product design psychology has been obtained through the integration of the above three mechanisms,so that the fashion product design theory with conspicuous consumption theory--oriented has been verified by the data.(2)This theory is extended to the fashion product design psychological model,which regards the psychological needs of the consumer's mate choice motivation as the starting point under the subconscious mind.(3)Artificial neural network is used to evaluate and predict the design of fashionable products,which effectively eliminates the confusion caused by incomplete information,false impression and false information which often appear in the process of questionnaire survey.Italso can give a reasonable recognition judgment and prediction.On this basis,the prototype of the computer aided evaluation software system is realized.Experiments show that the evaluation model can effectively evaluate the purchase intention of fashion products.Due to some limitations of subjective and objective factors,this study inevitably has some limitations and shortcomings,which also means that the follow-up study of this proposition still has a lot of room for improvement and deepening.