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商标识别绩效的眼动研究
Alternative TitleAn Eye Movement Study on Performance of Brand Recognition
曹晓华; 周峰
2007
Source Publication人类工效学
ISSN1006-8309
Volume13Issue:1Pages:004-006
Abstract以12名大学生为被试,研究商标识别的眼动特征。探讨了文本类型、商标结构和商标的熟悉度对被试商标识别的影响。实验以眼动仪为主要实验设备。研究结果表明:①被试对商标的识别过程中,商标结构会对人们对商标的识别产生显著影响(F=4.19,P<0.05),中间混合型设计能显著提高识别绩效。②文本类型对消费者对商标的识别有显著影响(F=13.69,P<0.001),被试对中文文本商标识别绩效好于英文商标。
Keyword商标 眼动 商标结构 绩效
Subject Area工业与组织心理学
Indexed ByASPT来源刊 CJFD收录刊
Language中文
NoteAn eye movement study on the performance of brand recognition was conducted.Ss were 12 university students.The independent variables were :a) text type;b) structure of brand;c) familiarity of brand.The experiment device was a EyelinkⅡsystem made in Canada.It was found that,the structure of brand had significant effect on brand recognition(F=4.19,P<0.05),the performance of mixed design brand was higher than the other s.The text type of brand had significant effect on brand recognition(F=13.69,P<0.001),...
Document Type期刊论文
Identifierhttp://ir.psych.ac.cn/handle/311026/3566
Collection中国科学院心理研究所回溯数据库(1956-2010)
Corresponding Author曹晓华
Recommended Citation
GB/T 7714
曹晓华,周峰. 商标识别绩效的眼动研究[J]. 人类工效学,2007,13(1):004-006.
APA 曹晓华,&周峰.(2007).商标识别绩效的眼动研究.人类工效学,13(1),004-006.
MLA 曹晓华,et al."商标识别绩效的眼动研究".人类工效学 13.1(2007):004-006.
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