基于量化统计分析的城市视觉污染感知与户外广告特征的关联性研究

摘要/Abstract

摘要：

视觉污染研究是指对人周围自然和人造景观的明显恶化和负面的审美质量，以及人为干预的次生影响研究。户外广告（OA）在视觉污染中占有主要地位，其负面效应对人们的心理和情绪有显著影响。本文首先分析户外广告的特征（大小、位置、数量）及其视觉质量（色彩、记忆率），然后探讨其对城市视觉环境的综合影响，结合发放用户问卷调查，了解调查对象对户外广告产生视觉污染的看法，然后用统计分析方法分析户外广告的特征对户外广告（OA）的数量和视觉质量在生成和加剧视觉污染方面的作用，并同时指出了其他因素的影响相对较小。这一发现凸显了在城市规划和设计中对户外广告实施有效管理的紧迫性，目的在于减少视觉污染，提升城市整体的视觉质量。

关键词: 城市视觉污染, 户外广告, 城市规划和设计, 数据分析

Abstract:

Research on visual pollution concerns the apparent deterioration and negative aesthetic quality of the natural and man-made landscapes around people, as well as the secondary impacts resulting from human intervention. Outdoor advertising (OA) occupies a major position in visual pollution, and its negative effects have a significant impact on people's psychology and emotions. This article first analyzes the characteristics of outdoor advertising (size, location, quantity) and its visual quality (color, memorability), and then discusses its comprehensive impact on the urban visual environment. Combined with a user questionnaire survey, it understands respondents' perceptions of the visual pollution caused by outdoor advertising. Statistical analysis methods are then used to analyze the role in the quantity and visual quality of outdoor advertising (OA) in generating and exacerbating visual pollution, while pointing out the relatively small impact of other factors. This finding highlights the urgency of implementing effective management of outdoor advertising in urban planning and design, with the aim of reducing visual pollution and improving the overall urban visual quality.

Key words: urban visual pollution, outdoor advertisement, urban planning and design, data analysis

张钰源, 李炅. 基于量化统计分析的城市视觉污染感知与户外广告特征的关联性研究[J]. 上海视觉, 2024, 0(3): 146-154.

ZHANG Yuyuan, LI Jiong. Research on the Correlation Between Urban Visual Pollution Perception and Outdoor Advertising Characteristics Based on Quantitative Statistical Analysis[J]. SHANGHAI VISION, 2024, 0(3): 146-154.

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参考文献 10

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类别		人数	占比
性别	男	99	47.14%
性别	女	111	52.86%
总计		210	100%
学历	本科生	86	40.95%
学历	研究生	124	59.05%
总计		210	100%

维度	克隆巴赫alpha	KMO	项数
色彩	0.874	0.877	5
大小	0.873	0.879	5
位置	0.874	0.873	5
数量	0.911	0.921	6
记忆率	0.877	0.872	5
量表整体	0.974	0.982	26

维度	个案数	最小值	最大值	平均值	标准差
色彩	210	1.00	5.00	3.256	1.0274
大小	210	1.00	5.00	3.272	1.048
位置	210	1.00	5.00	3.264	1.0282
数量	210	1.00	5.00	3.3	1.0433
记忆率	210	1.00	5.00	3.276	1.0252

维度	特征	大小	位置	数量	视觉质量	视觉污染
色彩	1
大小	.867**	1
位置	.868**	.880**	1
数量	.891**	.893**	.886**	1
记忆率	.866**	.864**	.868**	.875**	1
视觉污染	.881**	.884**	.881**	.895**	.880**	1
*. 在 0.01 级别（双尾），相关性显著。表示p<0.05.

模型	未标准化系数		标准化系数	t	显著性	共线性统计
模型	B	标准错误	Beta	t	显著性	容差	VIF
(常量)	0.146	0.088		1.649	0.101
色彩	0.183	0.063	0.185	2.903	0.004	0.159	6.304
大小	0.184	0.063	0.190	2.914	0.004	0.152	6.598
位置	0.167	0.064	0.169	2.612	0.010	0.154	6.483
数量	0.217	0.068	0.228	3.210	0.002	0.128	7.806
记忆率	0.206	0.060	0.209	3.420	0.001	0.172	5.805
R² 0.865
F 268.989
a. 因变量：视觉污染