基于多模式测量的电子商务网站情感体验研究  

The Emotional Experience of E-commerce Websites Using Multi-mode Measurements

作　　者：郭伏[1] 操雅琴[1,2] 丁一[1] 屈庆星[1] 

机构地区：[1]东北大学工商管理学院,沈阳110004 [2]辽宁工程技术大学营销管理学院,葫芦岛125105

出　　处：《信息系统学报》2013年第2期24-36,共13页China Journal of Information Systems

基　　金：国家自然科学基金资助项目(71171041),(71371043)

摘　　要：根据Norman提出的情感三层次模型，通过生理测量、眼部追踪及主观问卷调查的方法，测量了用户在浏览电子商务网站时的生理反应、眼动行为以及主观情感体验，分析了不同网站三层次情感数据的差异及相互关系，进一步探讨了情感体验对用户行为意图的影响。结果表明：浏览不同电子商务网站时的初始情感体验差异主要体现在眼动行为及主观情感体验的差异；情感体验的三层次之间相互影响、相互作用；情感体验会在一定程度上影响用户的行为意图。Physiological responses, eye movement and subjective emotional experience in browsing e-commerce websites are measured according to Norman＇s three-level emotion model, and the differences of the data of three- levels emotion in different websites as well as the relationship among them are analyzed. Based on this, the effects of emotional experience on user＇s behavioral intentions are investigated. The results indicate that the differences of initial emotional experience of browsing websites mainly exist in eye movement and subjective emotion experience. The three level emotion experience interacts with each other. Emotional experience will affect user＇s behavioral intentions to some extent.

关 键 词：多模式测量 初始情感体验 电子商务网站 眼动行为 

分 类 号：TB472[一般工业技术—工业设计]