Visual Perception And Evaluation Of Four-Piece Home Textile Fabric Based On E-Commerce Platform

With the increasing popularity of online sales,the number of online shoppers is increasing.When shopping online,how to make consumers further perceive the product attributes,reduce the perception of product quality risk and eliminate the quality concerns is of great significance.This subject takes four sets of home textile products as the research object,and through the analysis of eye movement experiment and subjective questionnaire,it discusses the visual fixation rule and visual perception psychology of consumers in the aspect of fabric display mode and fabric effect display.Firstly,based on the online survey of four-piece home textile sets,a questionnaire was designed for the level selection of four-piece home textile sets.Factors affecting consumers' online purchase of four-piece home textile sets were extracted to determine the objective eye-movement experimental factors and level.Secondly,eye movement experiment was conducted.A total of 20 groups of picture samples were designed.68 subjects were selected for the experiment,and four eye movement indicators including fixation time,number of fixation points,entry times and first entry time were analyzed.The analysis methods used include descriptive analysis,one-way analysis of variance,paired sample test and independent sample test.At the same time,the subject designed a subjective evaluation experiment.The experiment mainly scored the display effect in the sense of softness,delicacy,warmth,drapiness,natural feeling and the degree of purchase intention,as well as consumers' consumption psychology when buying a four-piece set of home textiles online.More than 70% of people said they would like to buy a set of four pieces of home textile online;Young people are more likely to choose solid colors or simple designs.When buying home textile products online,the most important consideration is the fabric of home textile products.When choosing products,nearly 60% of respondents browse the products on 1-3 pages and 4-6 pages.Only 7.43% of them could accurately feel the texture and feel of products through pictures.Therefore,eye movement experiment is needed to conduct in-depth research on fabric visual perception.fabric display experiment: the change of fabric display position has no significant effect on eye movement fixation rules;Among the four ways of fabric display,the rotary display received the most attention and the tile display received the least;No matter in the fabric display or the overall product effect display,the silk fabric receives the most attention.In terms of visual attraction,the analysis shows that silk products can quickly catch the attention of consumers by using more details in online display.When the overall effect of the product is displayed,the overall effect of the side should be more used to show the overall effect of the side,the overall effect of the side can more fully show the silk fabric luster and drape;When displaying pure cotton products online,the positive overall effect should be used more.The positive overall effect can not only quickly catch the attention of consumers,but also fully show the soft feeling of pure cotton products.page display experiment: the display of background effect is better than the display of no background effect in eye movement index and visual perception;There is no significant difference between the display of text-related effect and the display of text-unrelated effect in the eye movement index,which is obviously superior to the display of text-unrelated effect in visual perception.There was a significant difference in fixation time between the model effect display and the non-model effect display.In terms of visual perception,the model effect display was significantly better than the non-model effect display in the sense of drape.The overall display is more visual than the partial display,which is more stereoscopic,clear and intuitive.There is no significant difference in attention and visual perception between the front and side displays.The side visual perception of silk products is higher than that of the front,while the front visual perception of pure cotton products is higher than that of the side.Both objective fixation time and subjective visual perception affect consumers' purchase intention to varying degrees.