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本文基于环境心理学中的加工流畅性理论,采用3(碳标签构成要素:颜色、形状、文本)×2(碳标签视觉复杂性:简单和复杂)的被试内重复实验设计,针对碳标签视觉复杂性如何影响消费者视觉注意的内在规律进行了深入研究。研究结果表明:消费者对不同视觉复杂性碳标签的形状、文本兴趣区的注视时间和注视次数均存在显著差异,其中简单形状的碳标签要比复杂的更具吸引力;碳标签中的文本视觉复杂性越低(高),越能(不能)引起消费者的偏爱;整体简单的碳标签(颜色、形状、文本均为单一)比复杂的碳标签更受消费者的欢迎;视觉复杂性高的碳标签需要消费者付出更多的认知加工努力,从而导致消费者对复杂碳标签的加工流畅性降低,并进一步制约其对碳标签的整体偏爱程度。此外,本研究还从消费者偏好的视角,对碳标签的设计提供了详细的建议,相关结果对于指导其他类型的商品标签设计也有着重要的借鉴价值。
Based on the theory of processing fluency in environmental psychology, this paper uses the repeated experimental design of 3 (carbon tag components: color, shape, text) × 2 (visual complexity of carbon tag: simple and complex) How visual complexity affects the inherent laws of consumer visual attention has been studied in depth. The results show that consumers have significant differences in the shape of the carbon labels with different visual complexity and the fixation time and the number of fixation in the text area of interest. Simple carbon labels are more attractive than the complex ones. The text in the carbon labels The lower the visual complexity (higher), the more (not) likely to arouse consumer preference; the simple overall carbon label (single color, shape, text) is more popular with consumers than the more complex carbon labels; the visual complexity High carbon labels require more cognitive processing efforts by consumers, leading to lower consumer fluency in processing complex carbon labels and further restricting their overall preference for carbon labels. In addition, this study also provided detailed suggestions on the design of carbon labels from the perspective of consumer preference, and the results also have important reference value for guiding the design of other types of product labels.