基于眼动追踪与联合分析的高端意象感知研究

目的 针对传统产品的意象表达与用户感知之间因缺乏关联而产生设计代沟的问题，探索意象的多维度用户感知偏好，使设计意象能够有效地传达。方法 首先，确定研究目标为用户对高端产品意象的感知偏好，提出一种结合眼动追踪技术和联合分析法的用户感知偏好研究方法;其次，利用眼动追踪技术，采集用户观看样本图片时的眼动状态与数据;最后，应用联合分析法对高端产品意象的重要属性进行分析，得出各属性的效用值和重要性，实现用户对高端产品意象的偏好量化分析。结果 最终得出满足用户对高端产品意象的感知偏好的最优属性组合方案。结论 建立用户感知与高端产品意象属性关联的研究方法，能够帮助设计师从用户感知偏好的角度去优化产品设计，提升设计的科学性和有效性。

High-end Image Perception Based on Eye Tracking and Conjoint Analysis

The work aims to explore the multi-dimensional user perception preference of images in view of the problem that there is a design generation gap between the image expression of traditional products and the user perception, so that the design images can be effectively conveyed. Firstly, the research target was the user perception preference of high-end product images, and a research method of user perception preference combining eye tracking technology and conjoint analysis method was proposed. Secondly, eye tracking technology was used to collect the eye movement state and data when users watched sample pictures. Finally, the conjoint analysis method was used to analyze the important attributes of high-end product images, and the utility value and importance of each attribute were obtained, so as to realize the quantitative analysis of user preferences for high-end product images. At last, the optimal attribute combination scheme that met the user perception preference for high-end product images was obtained. Establishing the research method of correlation between user perception and image attributes of high-end products can help designers optimize product design from the perspective of user perception preferences and improve the scientificness and effectiveness of design.