摘要
根据798份传统蓝印花布图案设计元素使用频率的统计结果和234位消费者对传统蓝印花布图案设计元素审美倾向的调研结果,提取了蓝印花布典型设计元素;并运用SPSS聚类分析得出消费者态度分类。结果表明:所调研群体的消费者认为蓝印花布图案最典型的题材为植物,组织形式是散点式和综合式,色彩是蓝底白花和白底蓝花,寓意是多重寓意和喜;77.4%以上的消费者同意蓝印花布的风格独特、具有浓郁的地方特色、有创意、价格较低的认知诉求;63.25%的消费者不太了解蓝印花布,但喜欢其风格;32.91%消费者了解蓝印花布且喜欢蓝印花布风格及产品,并有一定的购买倾向。
According to the statistical results of using frequency of design elements about the patterns on 798 traditional blue calicos and the research results of aesthetic tendencies of 234 modern consumers toward these design elements, this paper extracted the typical design elements of patterns on blue calico and obtained the classification of consumer attitudes by using SPSS clustering analysis. The results show that the modern consumers believe the most typical subject for the patterns on blue calico is plant, and the organizational form is scattering points or comprehensive type;the color form is white flower on a blue background or blue flower on a white background, which means joyfulness and various implications. Over 77. 4% of the consumers agree that blue calico with unique style, strong local characteristic and originality has cognitive demands of lower prices. However, consumers who like the styles but know little about the products of the blue calico account for 63. 25%. 32. 91% of the consumers know blue calico and like its style. They also have a tendency to purchase blue calico.
出处
《丝绸》
CAS
CSCD
北大核心
2016年第6期38-43,共6页
Journal of Silk
基金
浙江省社科联<嘉兴民间蓝印花布的产业化发展研究>项目(2013N047)
关键词
蓝印花布
图案
设计元素
聚类分析
消费者
态度
blue calico
pattern
design elements
clustering analysis
consumer
attitude
