| 摘要: |
| 目的 在信息碎片化和快消费的时代，为提升电子商务APP信息检索系统的交互性能，更好地为消费者提供精准、优质、快捷的网购服务，通过使用眼动追踪实验的方法，探究视觉密度与消费者网购搜索效率的关系。方法 设计两组实验，通过眼动仪收集眼动轨迹的过程和数据，借助SPSS 25.0对数据进行方差分析。结果 在任务导向情境下，被试在网格布局的商品导航界面上搜索效率比列表模式的搜索效率高;在非任务导向情境下，消费者在宫格导航的界面上搜索效率相对较高;浅色背景下消费者网购的搜索效率更高。结论 电商APP界面信息组织要素构成比例不同，会导致不同的信息密度，电商APP的设计人员可根据界面分区的功能合理布局信息组织要素，进而优化界面信息密度，提升消费者搜索体验。 |
| 关键词: 视觉密度 搜索效率 电子商务 眼动追踪实验 |
| DOI：10.19554/j.cnki.1001-3563.2021.16.029 |
| 分类号:TB472 |
| 基金项目:2019年度教育部人文社会科学研究西部和边疆地区规划基金项目“共享经济模式下顾客融入行为的动因及作用结果研究”(19XJA630004);重庆市社会科学规划培育项目“我国信息消费升级的特征、影响因素与演化路径研究”(2018PY52) |
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| Eye-tracking Experimental Research on Consumer Online Shopping Search Efficiency |
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YUAN Ye1,2, WU Chao-nan2, WAN Xiao-yu1,2
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(1. Chongqing Municipal Key Laboratory of E-commerce and Modern Logistics for Colleges and Universities, Chongqing 400065, China;2. School of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing 400065, China)
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| Abstract: |
| In the era of information fragmentation and fast consumption, in order to improve the interactive performance of the e-commerce APP information retrieval system and better provide consumers with accurate, high-quality and convenient online shopping services, this paper explores the relationship between visual density and online shopping search efficiency of consumer by using eye-tracking experiments. Two sets of experiments are designed. Besides, the process and data of eye movement trajectory are collected by eye tracker, and the data are analyzed by ANOVA with the SPSS 25.0. In the task-oriented context, the search efficiency of the subjects on the grid-structured product navigation interface is higher than that of the list mode. In the non-task-oriented context, consumers search on the grid navigation interface with relatively higher search efficiency. Furthermore, consumers’ online shopping search efficiency is higher under light backgrounds. Different proportions of information organization elements of e-commerce APP interface will lead to different information densities. E-commerce APP designers can rationally arrange elements of information organization according to the function of interface, thereby optimizing interface information density and enhancing the search experience of consumers. |
| Key words: visual density search efficiency e-commerce eye-tracking experiment |
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