Research On Online Clothing Design Based On Consumers' Visual Attention And Behavior

With the development of the Internet economy,online clothing sales have far surpassed traditional store clothing sales,and the behavior and purchase motivation of clothing consumers have also undergone major changes.The factors to be considered in online clothing design are different from traditional storefronts.Online clothing emphasizes efficient browsing behavior and visual experience;The design factors considered for online clothing and other online products are also very different.For example,online food packaging elements usually convey information to consumers about safety,deliciousness,and environmental protection,while online clothing emphasizes the visual aesthetics and the vague expectations of matching with consumers themselves.Therefore,it is necessary to study the factors of online clothing design and the visual experience of consumers.Based on previous studies,this paper divided consumers' online clothing purchase behavior into four stages,namely:(1)Online clothing purchase tasks with vague expectations;(2)The bottom-up visual stimulus of clothing factors during the fast browsing of consumers;(3)Top-down visual processing and emotional experience;(4)Formation of purchasing decision.This paper focused on the second and third stages based on the knowledge of three disciplines:cognitive psychology,user experience design and fashion design.Among them,the second stage mainly studied the stimulus color and stimulus shape in clothing factors,and mainly solved the design problem of clothing factors that can quickly attract consumers' visual attention in many clothing display pictures during the fast browsing process of consumers.The third stage mainly studied the overall design effect of clothing,and studied how clothing design factors cause consumers to continuously allocate visual attention processing,and produce positive emotional experience,thereby affecting positive purchase decisions.Through these two stages of research,several representative online clothing design conclusions have been formed.In order to further verify these conclusions,this paper conducted an eye movement experiment based on the study of visual attention and emotional experience.The experiment recruited 33 subjects to test four physiological indicators of eye movement,including FIRST FIXATION indicator,DWELL TIME indicator,FIXATION COUNT indicator,and PUPIL_SIZE indicator.Used SPSS 23 to quantitatively analyze the data collected in the eye movement experiment,the results showed that:clothing with bottom-up clothing stimulating factors can quickly attract consumers' visual attention;the overall design of clothing helps to form a complete emotional experience for consumers;online clothing consumers prefer fresh and layered clothing designs,and so on.Finally,this paper used these verified conclusions to form a number of design opportunities,and used these design opportunities to complete more than 20 clothing designs in the practice project for Yao nationality official employees,all of which were adopted by the Yao government.This paper mainly used the theory of cognitive psychology to study the visual experience of online clothing consumers,and then combined statistical quantitative analysis methods to solve some problems existing in online clothing design factors.The research in this paper can provide theoretical and data support for online clothing design and online clothing display,and at the same time help to understand online consumer behavior and provide sales strategies for online clothing sellers.