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| The Difference Evaluation of Light Environment Atmosphere Index and Consumers’ Psychological Perception in Jewelry Stores |
| LIU Ze1, ZHANG Yu-hui1, LIANG Jing1*, WANG Zhi-sheng1, ZOU Nian-yu1, LIAN Yu-sheng2 |
1. School of Information Science and Engineering, Dalian Polytechnic University, Dalian 116034, China
2. School of Printing and Packaging Engineering, Beijing Institute of Graphic Communication, Beijing 102600, China
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Abstract 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.
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Received: 2020-10-31
Accepted: 2020-12-28
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Corresponding Authors:
LIANG Jing
E-mail: ljlove426@163.com
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