标签位置和内容对女性网购影响的眼动研究

心理与行为研究 ›› 2016, Vol. 14 ›› Issue (5): 691-696.

标签位置和内容对女性网购影响的眼动研究

于文勃¹,王佩金¹,苏晓雨²,陈真征¹,陈庆荣^1,3

1 南京师范大学心理学院，南京 210097;
2 武警警官学院政法系，成都 610213;
3 南京师范大学语言科技研究所，南京 210097

收稿日期:2015-01-01 出版日期:2016-10-20 发布日期:2016-11-29
通讯作者: 陈庆荣，E-mail：psycqr@163.com。
基金资助:
*项目基金：国家自然科学基金项目（31100814），江苏省博士后基金B类项目（1401061B）和中国博士后基金面上一等项目（2014M560433）。

Effects of Label Position and Content in online shopping: Evidence from Female Eye Movements

Yu Wenbo¹, Wang Peijing¹, Su Xiaoyu², Chen ZhenZheng¹, Chen Qingrong^1,3

1 School of Psychology, Nanjing Normal University, Nanjing 210097;
2 Department of Politics and Law, Officers College of PAP, Chengdu 610213;
3 Institute of Linguistic Science and Technology, Nanjing Normal University, Nanjing 210097

Received:2015-01-01 Online:2016-10-20 Published:2016-11-29

摘要/Abstract

摘要： 本研究参照广告效果评估的研究方法，考察标签位置（上，下）和标签内容（新款, 秒杀, 热销）对35名女性被试浏览网店服装图片过程中眼动特征以及主观购买意愿的影响。早期眼动指标（首次注视时间）和晚期眼动指标（注视时间比和注视次数比）均表明，标签位置受到标签内容的调节；晚期眼动指标（注视时间比和注视次数比）表明，标签内容也受到标签位置的调节。主观购买意愿表明，标签内容为新款和热销时，被试购买意愿显著高于秒杀情况。以上结果说明在浏览网店服装时，服装标签内容和标签位置共同调节女性被试对服装图片的加工过程，但调节方式在加工早期和加工晚期并不完全相同。

关键词: 网购, 标签位置, 标签内容, 眼动。

Abstract: In the present study, thirty-five females′ eye movements were monitored as they browsed clothes in online shopping. A label located in the top or bottom of each of these clothes. The content of a label might be hot, new, or seckilling. Participants were instructed to browse 24 the clothes′ pictures and make subjective evaluation. In the early process, the results indicated that when the word hot occurred, participants spent more first fixation durations on the clothes in the below condition than in the above condition. Otherwise, more first fixations durations were paid on the clothes with the word seckilling in the above condition than in the below condition. In the late process, the results showed that when the word hot occurred, participants spent more fixation durations on the clothes in the above condition than in the below condition. However, more fixations were paid on the clothes with the word seckilling in the below condition than in the above condition. Compared to the below condition, they spent more times to brow the clothes with the word new in the above condition. Additionally, the label was marked the word seckilling, more fixation duration were spent on the clothes in the below condition than in the above condition. Subjective evaluation revealed that participants preferred the clothes with the word hot or new. These results demonstrated that the position and content of labels put strong effects on female eye movements when shopping online and these effects depended on the process.

Key words: online shopping, label position, label content, eye movement.

中图分类号:

B842

于文勃,王佩金,苏晓雨,陈真征,陈庆荣. 标签位置和内容对女性网购影响的眼动研究[J]. 心理与行为研究, 2016, 14(5): 691-696.

Yu Wenbo, Wang Peijing, Su Xiaoyu, Chen ZhenZheng, Chen Qingrong. Effects of Label Position and Content in online shopping: Evidence from Female Eye Movements[J]. Studies of Psychology and Behavior, 2016, 14(5): 691-696.

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