Visual Perception And Evaluation Of Summer Dress Fabric Based On Online Sales

The development of society has promoted the penetration of technology into people's lives.Electronic information technology has broken the traditional form of commercial activities in the field of commodity distribution and has promoted the active development of online shopping.In online shopping,consumers can only visually perceive the performance characteristics of products,which does not have an advantage for clothing products with good tactile perception.Therefore,it is particularly important to attract consumers' attention quickly,so that consumers can clearly perceive the performance characteristics of products within a limited time,and increase customer satisfaction while increasing merchant sales.This study takes summer dresses as the research object,and uses an experimental method that combines objective eye movement experiments and subjective questionnaire surveys to explore and analyze consumers' visual perception rules,psychology and preferences.Firstly,extract the influencing factors of consumers buying summer dresses online and conduct experimental design.Through the design and distribution of 245 summer dress level selection questionnaires,18 groups of experimental samples were determined,and the samples were divided into fabric group and page group for subsequent experiments.Secondly,explore the influence of summer dress fabrics and page display on consumers' visual perception.Seventy subjects were selected for eye movement experiments,and subjective evaluations were combined to supplement the objective eye movement results.Finally,the experimental research results are verified.The sales page of the target dress on Taobao was optimized based on the results of the experimental analysis.275 questionnaires comparing the original sales page of Taobao and the optimized experimental page were designed and distributed to verify the accuracy,applicability and feasibility of the research results.Using SPSS software,through descriptive statistics,correlation analysis,single-factor analysis of variance,multi-factor comparison testing and other methods,the experimental data are sorted out,and the conclusions are as follows:(1)The rules of visual fixation:(1)Placing different numbers of pictures or dividing different numbers of areas on the same page will affect the subject's visual fixation time and regularity.(2)The subject's initial fixation rule basically accorded with from top to bottom,from left to right,and from center to part.Merchants can utilize different areas on the page to highlight advantages,attract attention,or avoid problems.(3)Uncontrollable factors such as dress style contrast,color contrast,fabric defects caused by fabric performance,will affect the subjects' fixation rules and preferences.(2)The visual perception preference of dress fabric:(1)In the rotating display,the white fabric with the number of rotating folds of 10 and the magnification of 3 is most conducive to the judgment of the material and performance of the fabric;(2)In the drape display,the overall display of 3 folds can best reflect the drape and straightness of the fabric;(3)In the clothing display,the subjects' fixation rules,preferences and tactile purchase intention scores are significantly correlated with the subjects' gender.(3)The visual perception preference of the dress sales page:(1)Under the fixation time index,there is no significant difference between the regions in the model display group,the popular style comparison group,the fabric and detail display group,but there is significant difference between the regions in the display angle group and the text description group.(2)In the model display group,the area where the model is added has a longer fixation time;(3)In the popular style comparison group,the popular style area has a longer fixation time,that is,the black dress receives a higher degree of attention;(4)In the fabric and detail display group,the area where the fabric and detail display is added is more focused,and the fabric and detail display should be presented together with the clothing display,in order to seek the embodiment of the detail design or fabric style characteristics in the dress;(5)In the display angle group,the fixation time of the side display is significantly higher than that of the front and back,however,the display of the three angles needs to be reflected in the dress browsing page to facilitate consumers to understand the dress wearing effect from different angles.(6)In the text description group,the fixation time of the text description area is significantly higher than that of the no text area.In order for consumers to directly obtain product information and have a visual aesthetic experience,both relevant and irrelevant text descriptions are necessary.This research summarizes the display points of online summer dresses,consumers' visual fixation rules,visual perception psychology,visual preferences,and analyzes the information function of different pictures on the online sales page of summer dresses.It is helpful to provide certain guiding suggestions for merchants operating online stores,and has the practical significance of increasing the sales of merchants' products,reducing the return rate and helping consumers to obtain a better shopping experience.