Perception And Evaluation Of Bedding Fabric Quality Based On Webcast Contents

Since the "first year of webcast e-commerce" in 2019,the innovation of media technology has greatly contributed to the growth of webcast e-commerce.In the field of textile and apparel,many brands have shifted their development focus to e-commerce webcast marketing in order to save marketing costs and obtain short-term,high-volume sales.In the traditional textile consumption mode,consumers can rely on visual touch to perceive fabrics together to understand product characteristics.The virtual shopping scene constructed by live-streaming marketing uses audiovisual as the main way to convey product information,which leads to consumers lacking sensory experience when shopping,and it is difficult to accurately perceive the characteristics of product fabrics,and consumers often experience psychological gaps after receiving the goods.At the same time,in order to ensure the efficiency of webcast,the introduction time of a single product is basically 3-5 minutes.It is very important for brand webcast marketing to clearly introduce product features in a short period of time and effectively convey them to consumers.This topic focuses on the live content of bedding products,and uses eye tracking technology and research interviews to construct evaluation indicators of bedding fabrics’ attention and quality perception satisfaction,so as to explore consumers’ comprehensive evaluation of bedding fabrics;here On the basis of this,through the comprehensive evaluation and difference analysis of the test groups of different genders and professional backgrounds,we can understand the perception of the quality of fabrics by different consumer groups in the webcast of bedding products.The conclusions obtained in this subject are helpful for brands to optimize the targeted webcast content based on their own product characteristics and audience groups,so as to achieve more accurate and effective marketing purposes.First of all,this topic divides the webcast content of bedding into two parts: webcast speech and webcast screen.After literature review,the webcast screen is divided into interest,and the eye movement index is combined to form an evaluation model of attention.Through the literature review and survey interview results,five evaluation dimensions corresponding to the perceived satisfaction of fabric quality in the webcast content are extracted,which are softness,smoothness,component safety,wrinkle resistance and fading resistance,and use fuzzy comprehensive evaluation method to construct an evaluation model of perceived satisfaction with fabric quality.Secondly,this subject uses eye tracking technology to collect subjects’ visual attention to different areas of interest.In addition,the five-level scale scoring method was used to obtain the subjects’ evaluation of different quality perception dimensions,so as to analyze their satisfaction with the fabric quality.After obtaining the comprehensive evaluation results of the existing live content by the subjects,according to the needs of the enterprise and using the textile expertise to improve the webcast screen and the webcast content,three improved versions of the webcast video were obtained,and the attention was paid to them.and satisfaction ratings.By analyzing the subjects’ satisfaction with the visual attention of the products and the quality of the bedding fabrics in the four versions of the live video,this topic explores the influence of the webcast pictures and professional webcasts of the host on consumers’ perception of the bedding fabrics.In addition,the subject also conducted a gender and professional difference analysis to explore the perception differences between different consumer groups.The results show that the presence or absence of the main broadcast mirror has a positive impact on improving the attention to the product during the webcast process,and is not affected by gender and professionalism;but it is not conducive to improving the perceived satisfaction of the quality of bedding fabrics.Professional live discourse has a certain positive impact on the attention of bedding fabrics and quality perception satisfaction,but the effect is not significant.Based on the above research results,an accurate webcast content optimization scheme can be obtained based on webcast words,webcast pictures and consumers with different gender and professional backgrounds,which has certain reference significance for the content design of brands in the process of e-commerce webcast.