상업 공간에서 의류 디스플레이 디자인이 소비자에게 미치는 구매 심리 영향에 관한 연구

Abstract

The subject of clothing display design in commercial space are clothing and accessories, so the exhibition space is mainly in an indoor environment where the exhibitors communicate with the viewers through clothing or accessories. Today’s society belongs to an era which attaches importance to image. Therefore, it must promote the image of enterprise and brand in order to grasp the consumer purchasing psychology. And focusing on Display Design provides a shortcut. Successful clothing display aims to attract the attention of consumers through a variety of visual inducements, so as to generate memories of clothing and finally take the purchase action. This paper is aimed at studying the influence of clothing display design on consumers' purchasing psychology in commercial space. Four component elements of clothing display design are concluded in the paper through doing research on the theoretical background of clothing display design and consumer psychology and looking into consumers' purchasing psychology. And subdivided investigation is carried out to the four elements of clothing display design on the basis of references, therefrom, it is concluded that the theory of weight distribution and formation of the impact on consumers' purchasing psychology in commercial space is to be utilized in future clothing display design. The major contents of this article include: First, conduct preliminary research of ordinary consumers, then use SPSS descriptive analysis, to format the elements of designing indoor space clothing display, which mainly include: color design, show window design, lighting design, layout design. These aspects will have an impact on consumer psychology. Second on the basis of establishing the design factors of commercial space clothing display, conduct in-depth survey and research once again, the research target includes ordinary consumers and experts to work together. By using the AHP level analysis method, to determine the weighting relationship of each component. AHP analytic hierarchy process is a simple, flexible and practical multi-criteria decision-making method which was proposed by T.L. Saaty, a famous American operational research scientist and professor of the University of Pittsburgh, in the mid-1970s. It is a systematic and hierarchical evaluation and decision-making method which combines qualitative and quantitative analysis. The key of AHP is to determine and differentiate the priority of each comparison object with a simple method, its basic idea is that evaluators disintegrate complex problems into a number of layers and elements, which forms a hierarchical structure according to the dominant relationship, and conduct simple comparison, judgment and calculation among elements at the same level, then catch the importance of different alternatives, so as to provide decision-making basis for choosing the best scheme. This questionnaire determines the weight by means of AHP, which can greatly increase the credibility.Among them, color design has the greatest impact on consumer psychology. In each level, color arrangement, semi-closed show window, direct lighting, human model display and other factors have the greatest impact on consumer psychology. Third this paper analyzes and compares the interior display design cases of different brands of clothes at home and abroad, such as international luxury brand “CHANEL”, fashion brand “IM VELY”, personality brand “EXCEPTION de MIXMIND” and mass brand “UNIQLO”. Through the investigation and study on these cases, the characteristics of their clothing display design in interior space are obtained and some advantages are learned form them. Researching the impact of the designing of commercial space clothing display on consumer purchasing psychology, have a realistic reference and guidance role on the design and adjustment of clothing display. This research is a conclusion drawn from the investigation and comprehensive analysis of the influence of fashion exhibition design on consumers' purchasing psychology in commercial space. Based on the necessity, methods and results of relevant research, it starts from the main body of consumers, and analyzes advanced design ideas and features of brand clothing display at home and abroad. On the basis of these cores, it provides important theoretical data for future fashion display design by means of analysis, summary and research, and provides brand operators and designers with a convenient and operable idea and workable operation method, and the store display of commercial space with guidance basis. Nowadays, fashion display design in commercial space is not only of its own significance, but also is endowed with deeper connotation, extending to more meanings of enterprise factors, human factors and economic factors from simple display at the beginning, so designers in design industry should design on the basis of consumers’ purchasing psychology, it’s not only a design method to pursue the perfection of the design itself and realize personalized display, but also a new progress of human psychology field. Also, this paper is supposed to provide future case practice with references by virtue of above arguments. Clothing display design is an indispensable task for the development of modern clothing and a necessary measure for the self-improvement and progress of the clothing industry. Therefore, every advanced country or nation in the world should attach great importance to and vigorously develop the clothing display, so as to restore the purchasing services for consumers and promote the growth and development of the clothing industry and sales.