網路拍賣女性服飾商品照片視覺意象研究

A Study on the Image Perception of Online Auction Photos of Female Clothing

余采蓉(Tsai-Rong Yu)

指導教授 ： 張若菡

中原大學/設計學院/商業設計研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100671

摘要

許多文獻指出，商品照片之不同呈現方式會影響女性消費者的內心感受，並帶來不同的效果。本研究將針對照片構成要素與語意感受進行研究，研究目的為 (1)分析女性服飾類網路拍賣商品照片呈現方式及種類。(2)歸納出照片在不同場景下是否有特定呈現形式。(3) 瞭解女性消費者對於網路拍賣照片呈現方式是否會因不同的收入、職業、地區有所差異。(4)探討服飾商品照片在不同構成要素下給予女性消費者的意象感受差異。研究方法首先以文獻探討法得知現有網路拍賣概況、女性消費者特質及攝影理論研究；接著以感性工學作為研究基礎，針對不同商品照片呈現方式進行形態分析，再以語意調查為主軸所設計的問卷進行調查，探討不同的女性消費者對於不同商品照片構成要素感受差異。
研究結果指出，年紀較輕的女性對於照片傳達之語彙感受較強；購物頻率較高、花費較高的女性對於語彙感受亦較強烈。此外，場景元素越豐富對於「浪漫唯美」以及「流行時尚」感受越高，場景元素越單調對於「流行時尚」語彙感受越低；二分法構圖及三分法構圖會分別傳達出浪漫唯美及都會時尚感受；取景方面全景比中全景更能傳達出照片整體感；拍攝角度則是平視角度所得到語彙感受明顯較強。本研究依據各項研究結果，分析受測者背景差異並彙整出不同語彙下傳達感受較強烈的構成要素，期望藉由上述研究成果，提供未來相關產業發展指標。

關鍵字

網路拍賣 ； 商品照片 ； 意象 ； 形態學

並列摘要

According to the references, the presentation of different commodities will deeply affect female consumers’ feeling towards the products and bring different affection. Therefore, this study will focus on the basic element of photos and semantic, and the purposes of the study are as follows: (1) To analyze the presentation and the type of female clothing photos in online auction. (2) To generalize if photos are demonstrated in a specific way while having different scenes. (3) Are there any different feeling given to female consumers under the different elements of photos. (4) Understand whether the different presentation of photos will make difference depending on the income, occupation and region. Literature review was used to understand the overview of existing online auction, characteristics of female consumers and photography theory. In the study, morphology and Kansei engineering is the research base. Morphology was used to analysis the components of different photos. In the other hand, semantic questionnaire was designed to understand the different affection of female consumer under the different photo component.
The study found that the testers’ background information including age, place of residence, income shopping frequency and the browsing frequency on online auction have the significant difference for those vocabularies. The testers with younger age, higher shopping cost and browsing frequency will have stonger feeling of photo than other testers. In addition, the scene for more abundant elements will convey the "romantic aesthetic" and "fashion" feel higher, the scene with simple elements will convey "fashion" feel. However, Full shot will convey an associative perception of a photo. Three aspects composition will convery fashion feeling, and two aspects composition will convery romantic aesthetic. With the study result, developing directions for related industries in the future is highly expected.

並列關鍵字

Online auction ； product photo ； image ； morphology

參考文獻

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