VR购物中的多感官包装设计:基于包装视听线索的感官营销研究综述

Multisensory Packaging Design in VR Shopping:Review of Sensory Marketing Research Based on Audio-visual Cues in Packaging

中文关键词: 包装设计  虚拟现实购物  感官营销  跨模式联结

英文关键词: s of the 2021 CHI Conference on Human Factors in Computing Systems[C]. Yokohama Japan:ACM, 2021:1-6.

中文摘要:

      目的 围绕包装感官营销领域的理论及研究进展，结合虚拟现实购物的相关研究，总结产品包装视听线索相关的研究成果，为虚拟现实购物中的多感官包装设计提供理论及实践支撑。方法 利用文献调研方法，梳理包装感官营销的视觉和听觉线索相关研究，对文献进行总结。结合虚拟现实购物的相关研究，进行归纳分析。结果 从视觉线索和听觉线索两个方面总结了感官营销在包装领域的研究进展。结合虚拟现实购物和虚拟现实技术的相关研究，总结虚拟现实购物中感官线索在包装上的应用方法和研究空白。讨论虚拟现实购物中包装的变化趋势和感官线索研究问题。结论 感官线索在虚拟现实购物中能为产品包装设计提供更好的支持，提升虚拟现实购物体验。结合虚拟现实特点可以创造全新的购物体验和营销方式，具有较强的应用价值。

英文摘要:

      The work aims to discuss the theoretical and research progress in the field of sensory marketing of packaging, and summarize the research results related to the visual and auditory cues of packaging in virtual reality shopping in combination with relevant research, so as to provide theoretical and practical support for the design of multisensory packaging in virtual reality shopping. Firstly, the research on visual and auditory cues in packaging sensory marketing was reviewed through literature research. Secondly, an inductive analysis was conducted in combination with relevant research on virtual reality shopping. The research progress of sensory marketing in packaging was summarized from two aspects:visual cues and auditory cues. The application methods and research gaps of sensory cues in packaging within virtual reality shopping were summarized. Possible trends and research issues surrounding packaging changes in virtual reality shopping were discussed within the context of relevant virtual reality-related research. Sensory cues in virtual reality shopping can offer greater support for product packaging design and enhance the virtual reality shopping experience. When combined with the unique characteristics of virtual reality, they can generate novel shopping experiences and marketing approaches, which holds considerable potential for future application.