面向Z世代的新能源汽车内饰色彩感性意向综合评价研究

A Comprehensive Evaluation Study of Color Sensory Intentions of New Energy Vehicle Interiors for Generation Z

摘要: 目的：挖掘Z世代人群对新能源汽车内饰色彩设计感性意向需求，提出相对客观的感性意象评价系统并进行验证。方法：通过问卷访谈等调查分析手段确定新能源汽车内饰的色彩样本和关键感性词汇组，结合语义差分法设计感性语义实验问卷，使用SPSS软件进行因子分析和主成分分析，通过这两种方法获得了样本中偏向感性词汇的平均值。进一步，生成了公因子方差图、解释总方差图以及成分矩阵图，用以展示样本感性词汇数据的分析结果。结果：通过对感性工学理论的应用以及将Z世代的诉求与新能源汽车内饰色彩的关系进行了量化，构建了一种针对新能源汽车内饰色彩设计的综合评价方法。结论：通过构建了一种系统且可操作的综合评价方法，为新能源汽车内饰色彩设计提供了深刻的理论基础和科学的评价框架。这一评价系统为设计者提供了更具针对性的指导，有助于满足Z世代对于汽车内饰的个性化和情感化追求。

Abstract: Objective: To explore the perceptual intention demand of Generation Z people for new energy vehicle interior color design, propose a relatively objective evaluation system for perceptual imagery and verify it. Methods: The color samples and key perceptual vocabulary groups of the interiors of new energy vehicles were identified through questionnaire interviews and other means of investigation and analysis, the experimental questionnaire on perceptual semantics was designed by combining the semantic differential method, and factor analysis and principal component analysis were conducted by using the SPSS software, through which the average values of the biased perceptual vocabulary in the samples were obtained. Further, a common factor variance plot, an explanatory total variance plot, and a component matrix plot were generated to present the results of the analysis of the sample’s perceptual vocabulary data. Results: By applying the theory of perceptual engineering and quantifying the relationship between the demands of Generation Z and the interior colors of new energy vehicles, a comprehensive evaluation method for the interior color design of new energy vehicles was constructed. Conclusion: A systematic and operable comprehensive evaluation method was constructed to provide a profound theoretical foundation and a scientific evaluation framework for the interior color design of new energy vehicles. This evaluation system provides more targeted guidance for designers and helps to meet the personalized and emotional pursuit of Generation Z for automotive interiors.