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.

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。