目的 针对消费升级背景下社区商业空间视觉环境存在的系统性缺失（引导弱化、标识碎片化、色彩冲突）,基于“认知-情感-行为”理论框架,探究空间视觉秩序与环境氛围张力如何通过认知加工触发层级化情感反馈并驱动消费行为。方法 结合实地调研划分功能节点,采用眼动追踪实验量化视觉行为特征并通过访谈文本的情绪编码分析解析情感体验,构建主客观数据融合的视觉-情感映射模型。结果 不同功能节点（导视区/品牌区/社交区）引发差异化视觉行为,导视系统效率显著影响寻路决策;视觉秩序（标识连续性/色彩协调性）降低认知负荷并提升归属感37%,环境张力（色彩对比/光影层次）激发探索意愿;情感反馈呈层级化,即功能区触发“效率-愉悦”关联、社交区驱动“沉浸-停留”行为。结论 提出“视觉-情感-行为”协同优化策略,通过强化空间秩序降低认知负荷,利用环境张力提升情感吸引力,推动社区商业空间从功能供给转向视觉体验增值服务,为可持续发展提供理论与实践路径。
Abstract
The work aims to explore, based on the theoretical framework of "cognitive-emotion-behavior", how the spatial visual order and the tension of the environmental atmosphere trigger hierarchical emotional feedback and drive consumption behaviors through cognitive processing, so as to deal with the systematic deficiencies (weakened guidance, fragmented signs, and color conflicts) existing in the visual environment of community commercial spaces under the background of consumption upgrade. Based on field research, functional nodes were divided. Eye-tracking experiments were adopted to quantify visual behavior characteristics, and emotional experience was analyzed through emotional coding of interview texts to construct a visual-emotional mapping model that integrated subjective and objective data. Data showed that different functional nodes (wayfinding area/brand area/social area) triggered differentiated visual behaviors, and the efficiency of the wayfinding system significantly affected wayfinding decisions. Visual order (continuity of signs/color harmony) reduced cognitive load and enhanced the sense of belonging by 37%, while environmental tension (color contrast/gradation of light and shadow) stimulated the willingness to explore. Emotional feedback was hierarchical, namely the functional area triggered the "efficiency-pleasure" association, and the social area drove the "immersion-stay" behavior. In conclusion, a collaborative optimization strategy of "visual-emotion-behavior" is proposed to strengthen spatial order to reduce cognitive load, leverage environmental tension to enhance emotional appeal, and promote the transformation of community commercial spaces from functional supply to value-added visual experience services, so as to provide theoretical and practical paths for sustainable development.
关键词
眼动追踪 /
社区商业空间 /
视觉偏好
Key words
eye-tracking /
community commercial space /
visual preferences
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基金
2022年天津市艺术科学规划项目（D22036）
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