Visual Perception And Evaluation Of Fast Fashion Women's Shirts And Fabrics Based On E-commerce Platform

How to grasp the orderliness of consumer's visual orientation for fast fashion brand is of great significance to do visual marketing well in the e-commerce platform.This topic takes fast fashion women's shirts and shirt fabrics as the research object.Through eye tracking experiment and subjective questionnaire survey,it explores consumers' preference and visual psychology for four factors of shirt appearance: style,fabric,color and pattern.On the basis of consulting literature,collecting popular information and visiting the staff of fast fashion brand offline stores,this paper designs a level selection questionnaire for fast fashion women's shirts.It mainly investigates consumers' preferences from four aspects:style,fabric,color and pattern of shirts,and finally determines the factors and levels of eye movement experiment.According to the level of the selected factors,16 groups of sample pictures were designed as the experimental samples of eye tracking experiment.Eye movement data of 100 subjects were selected from the effective experimental data.Descriptive statistical analysis was made on four eye movement data indicators: fixation time,number of fixation points,number of return views and first entry time.Single factor analysis was made on two indicators: fixation time and number of fixation points.Further data analysis such as variance analysis and eye movement image analysis.At the same time,we designed an eye movement experiment matching questionnaire,which included the survey subjects' purchase preference score for fast fashion women's shirts,the semantic style score for six kinds of fast fashion common shirt fabrics,and the subjects' consumption psychology and behavior when they buy clothes on the e-commerce platform.The results showed that the subjects were affected by bottom-up and top-down attention mechanisms in the process of looking at the fabric or shirt.In terms of style,the basic style and the style with collar design attracted more attention of the subjects;In terms of fabrics,silk and chiffon received the most attention,cotton-linen interwoven fabrics attract the attention of the subjects when they are displayed as shirts,while linen attracted more attention of the subjects when they are displayed as fabrics.The whirlpool method is the best way to show the fabric;In terms of color,the soft color can attract the attention of the subjects more quickly and for the longest time;In terms of pattern,the partial patterned shirt and the pure color shirt have a relatively long time of staring,and the number of people looking backis larger.In addition,the visual evaluation method of eye tracking technology is basically consistent with the results of subjective questionnaire survey,which shows that eye tracking index can reflect the subjective preferences of the subjects to a large extent,and also effectively improve the semantic understanding bias and self-awareness deficiencies in subjective survey.