服装色彩视错觉对身材感知的影响与机制

doi:10.13475/j.fzxb.20201100307

摘要/Abstract

摘要：

以利用视错觉改善服装与人体结合呈现效果为目的,在多种色相条件下,对色彩饱和度高低与明度高低进行分组实验,测量消费者在不同条件下的唤醒、注意力、身材感知和购买意愿。采用方差分析、回归分析讨论色彩饱和度、明度分别对身材感知的影响以及唤醒、注意力在其中的中介作用。研究结果表明:高色彩饱和度服装比低饱和度服装的穿着效果更显胖,高明度比低明度的服装穿着效果更显胖,但前两种效应对消费者购买意愿影响差异均不显著;唤醒和注意力在饱和度对身材感知影响中起中介作用,具体表现为高色彩饱和度会引起高唤醒水平,吸引更多注意力,从而影响身材感知更胖,但这种中介作用仅仅在纯色服装中显著,而在条纹服装中不显著。

关键词: 服装色彩, 视错觉, 身材感知, 唤醒, 注意力

Abstract:

In order to improve the combination effect of clothing and human body by using visual illusion, a group of experiments were carried out on color saturation and lightness under various hue conditions to measure consumers' arousal, attention, figure perception and purchase intention under different conditions. Analysis of variance and regression analysis were used to discuss the influence of color saturation and lightness on figure perception, as well as the mediating effects of arousal and attention. The results show that the figure perception of high color saturation clothing is fatter than that of low saturation clothing, and the figure perception of high brightness clothing is fatter than that of low brightness clothing. However, the these former two effects have no significant difference on consumers' purchase intention, and the arousal and attention played a mediating role in the influence of saturation on figure perception. Specifically, high color saturation would lead to high arousal level and attract more attention, thus resulting in a fatter figure perception. However, this mediating effect was only significant for the solid color clothing, not for striped clothing.

Key words: clothing color, visual illusion, figure perception, arousal, attention

中图分类号:

TS941.11

鲁成, 茅佳莹, 沈佳逸. 服装色彩视错觉对身材感知的影响与机制[J]. 纺织学报, 2021, 42(10): 132-138.

LU Cheng, MAO Jiaying, SHEN Jiayi. Influence and mechanism of clothing color illusion on figure perception[J]. Journal of Textile Research, 2021, 42(10): 132-138.

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变量	测量变量	文献
身材感知	这件衣服的颜色很显胖-这件衣服的颜色很显瘦	自设
身材感知	这件衣服显得模特身材很差-这件衣服显得模特身材很好	自设
注意力	完全不吸引注意力-十分吸引注意力	[5]
唤醒	萎靡不振的-令人兴奋的	[35]
	令人沮丧的-令人愉悦的
	紧张的-放松的
	昏昏欲睡的-被高度唤醒的
购买意愿	对于这件衣服,我完全可能购买	[36]
	对于这件衣服,我完全不可能购买
	我不愿意向朋友推荐这件衣服-我愿意向朋友推荐这件衣服