服裝產品產品表達與消費者感知之間語義不連續性檢測研究

A Study on the Detection of Semantic Discontinuity between Product Expression and Consumer Perception of Apparel Products

在過去的十年裡，許多研究都調查了設計師和消費者之間的語義差異，但是對於產品語義不連續性檢測的關鍵載體的研究很少。我們採訪了三位服裝設計師，並開發了一份包含六種不同元素的調查問卷。問卷隨機分發給 30 名消費者，Kappa coefficient 做問卷分析。研究結果表明，消費者對研究載體的選擇，實體比攝影照片更可能感知設計師的語義。此結果為設計師提供了與消費者有效溝通的方式，為設計、決策中預期的語義表達設定了目標，並為時裝行業設計師與消費者之間的良好溝通奠定了基礎。

Many studies have investigated the semantic difference between designers and consumers in the last decade, but there are few studies on the key vector for semantic discontinuity detection of the product. We interviewed three apparel designers and developed a questionnaire with six different elements. The questionnaire was randomly distributed to 30 consumers, Kappa coefficient does the questionnaire analysis. The results of the study indicate that consumers are more likely to perceive the semantic continuity with a designer's physical product than photography. The results provide a way of effective communication with consumers for designers and allow setting the goals for the intended semantic expression in design, decision-making, and establishing the basis for good communication between designers and consumers in the fashion industry.