| 夏敏燕.产品意象评价中的眼动与脑电技术研究进展[J].包装工程,2020,41(20):69-73. |
| 产品意象评价中的眼动与脑电技术研究进展 |
| Research Progress of Eye Movement and EEG Technology in Product Image Semantics Evaluation |
| 投稿时间：2020-08-01 修订日期：2020-10-20 |
| DOI：10.19554/j.cnki.1001-3563.2020.20.011 |
| 中文关键词: 产品意象评价 眼动追踪 脑电技术 设计研究 视觉心理 |
| 英文关键词: product image semantics evaluation eye tracking electroencephalogram technology design research visual psychology |
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| 中文摘要: |
| 目的 研究产品意象评价中的实验评价法，主要是探索基于眼动追踪与脑电技术的研究方法。方法 通过对研究现状的考察，系统地回顾产品意象评价中的公式评价法和实验评价法所采用的一般研究路径与方法，分析眼动追踪、脑电技术分别在产品意象评价中的应用、主要研究方向与注意点，以及联合评价产品意象以建立用户体验综合评价模型。结论 采用眼动追踪与脑电技术评价产品意象时，主要基于产品低层级特征的美学体验进行实验，尚难以直接获知用户的感性评价，均采用主客观结合的方式进行，推导产品意象与用户评价、生理数据之间的关系，并据此建立产品意象评价的数学模型，从而帮助研究者为所选任务或实验选择合理的生理测量方式，并制定合适的研究路径。 |
| 英文摘要: |
| The work aims to study the experimental evaluation method in product image semantics evaluation, mainly to explore the research method based on eye tracking and EEG technology. By reviewing the current rese arch situation, the general research approaches and methods of formula evaluation and experimental evaluation in product image semantics evaluation were systematically reviewed. The applications, main research areas and notes of eye tracking and EEG technology used in product image semantics evaluation were analyzed. And a comprehensive evaluation model of user experience was built in combination with the product image semantics evaluation. When eye tracking and EEG experiments are used for product image semantics evaluation. They mainly analyze the aesthetic experience of the subjects on the low-level characteristics of the products. It is difficult to get the user’s perceptual evaluation directly. Therefore the relationship between product image, user evaluation and physiological data is deduced by combining subjective and objective methods, and the mathematical model of product image semantics evaluation is established on this basis, so as to help researchers choose reasonable physiological measurement methods and develop appropriate research paths for the selected tasks or experiments. |
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