珠宝是高端消费奢侈品, 购物时的品质和美好的视觉体验影响消费者的购买行为, 决定着品牌价值的提升。 随着LED光源的迅速普及与应用, 在珠宝店的氛围营造上, 照明因素(色温、 照度和显色指数等)的作用越来越显著, 本文针对珠宝店中四种色温条件下的氛围评价指标进行研究。 采用可调色温的LED光源, 模拟珠宝店展示台的照明环境, 运用可靠性分析验证了主观评价数据的稳定性, 采用了主成分分析、 最大方差旋转法、 单因素分析和相关性分析等方法, 研究了不同色温下珠宝店的氛围指标以及色温对消费者心理感知的影响。 在珠宝店中, 总共提取了四个基本感知维度, 分别是融入感(sense of integration)、 活泼性(liveliness)、 美观度(aesthetics)和均匀性(uniformity)。 色温3 000 K时的融入感最高, 但此时的活泼性很低, 整体氛围比较压抑。 色温4 000 K时, 四个基本维度的均值普遍较高。 色温5 000 K时, 融入感最低。 色温6 000 K时, 融入感比较低, 而活泼性, 美观度和均匀性都保持较高的均值。 色温对基本感知维度的因子1(融入感)和因子2(活泼性)影响显著。 色温为4 000 K时, 融入感和活泼性的表现更好, 而美观度和均匀性受色温的影响不显著, 珠宝店对空间内色温选择时, 优先考虑4 000 K的色温。 珠宝店的四个基本感知维度与主观评价量词凉爽的-温暖的之间均存在相关性, 表明当色温变化时, 观察者会从视觉上感受到环境氛围的冷暖程度变化。 融入感与凉爽的-温暖的量词相关性最强, 随着色温降低, 珠宝店的融入感逐渐增强。 本文只改变照明参数中的色温, 但观察者在均匀度与明亮度的评价上却受到了影响。 说明在色温改变时, 观察者对灯光明亮度和均匀性的视觉感受也会受到影响。

Jewelry is a high-end consumer luxury product. The quality of shopping and the beautiful visual experience influence consumers' buying behavior and determine brand value enhancement. With the rapid popularity and application of LED light sources, lighting factors (color temperature, illuminance, color rendering index, etc.) have become more and more significant in creating the atmosphere of jewelry stores. This paper studied the atmosphere evaluation indicators under four color temperature conditions in jewelry stores. In this paper, an LED light source with adjustable color temperature was used to simulate the lighting environment of the jewelry store display stand. Reliability analysis was used to verify the stability of the subjective evaluation data, and principal component analysis, maximum variance rotation method, one-way analysis of variance and correlation analysis were used to study atmosphere indicators of jewelry stores under different color temperatures and the impact of color temperature on consumers' psychological perception. In the jewelry store, four basic perception dimensions have been extracted: the sense of integration, liveliness, aesthetics and uniformity. When the color temperature was 3 000 K, the sense of integration was the highest, but the liveliness was very low, which made the overall atmosphere more depressing. When the color temperature was 4 000 K, the average value of the four basic dimensions was generally higher. When the color temperature was 5 000 K, the sense of integration was lowest. When the color temperature was 6 000 K, the sense of integration was relatively low, while the liveliness, aesthetics and uniformity maintained a high average value. Color temperature significantly impacted factor 1 (sense of integration) and factor 2 (liveliness) of the basic perception dimension. When the color temperature was 4 000 K, the sense of integration and liveliness were more prominent, while the aesthetics and uniformity were not significantly affected by the color temperature. When the jewelry store chooses the color temperature of the lighting in the space, the color temperature of 4 000 K is given priority. There was a correlation between the four basic perception dimensions of the jewelry store and the subjective evaluation quantifier cool-warm, indicating that the change in color temperature can cause the observer to visually feel the change in the degree of coldness and warmth of the environment. The sense of integration had the strongest correlation with the cool-warm quantifier. The sense of integration in the jewelry store gradually increased as the color temperature decreased. This paper only changed the color temperature in the lighting parameters, but the observer's evaluation of uniformity and brightness was affected. It showed that the observer's subjective perception of brightness and light uniformity would also be affected by changes in color temperature.