| 摘要: |
| 分析了具有视觉吸引力的网页在吸引用户注意和发展用户信任方面的意义，探讨了网页视觉吸引力的2 种研究方法，并阐述了眼动记录技术在网页研究中的应用，论述了在眼动研究中所发现的网页视觉吸引力的4 个主要影响因素，即大图片、名人图片、搜索功能和小文本，提出了网页作为公司与用户之间的交流媒介，要根据用户对网页各成分的心理需要，合理优化网页组成成分及功能，以提高网页的视觉吸引力，促进产品销售。 |
| 关键词: 眼动记录技术 视觉吸引力 网页设计 |
| DOI： |
| 分类号:J524 |
| 基金项目:天津商业大学法学院特别资助项目（FT001）；天津市哲学社会科学研究规划项目（TJJX12-013） |
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| Web Design on Visual Appeal Based on Eye Tracking Methodology |
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YAO Hai-juan
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Tianjin University of Commerce，Tianjin 300134，China
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| Abstract: |
| This paper analyzed the visual appeal with the web page to attract consumers attention and develop consumers' trust, and mainly expounded the eye-tracking methodology in the application of web design research. It discussed the results from eye movement data that visual appeal of web page mainly influenced by four factors: main large picture, pictures of celebrities, search feature and little text, and put forward the web as a communication medium between company and consumers, according to the psychological need of consumers to web page, and should design the composition and function of web page reasonably, improve visual appeal of web page, and to promote the sales of products. |
| Key words: eye tracking methodology visual appeal web design |
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