网店页面风格对消费者购物意向影响的眼动研究  

The Effect of the Online Shop Style on Consumers Shopping Intention:An Eye Movement Study

作　　者：张婷[1] 宁德煌[1] 张劲梅[1] 

机构地区：[1]昆明理工大学管理与经济学院,昆明650093

出　　处：《人类工效学》2015年第3期31-36,共6页Chinese Journal of Ergonomics

基　　金：云南省2012年高等学校教学改革研究项目"营销心理实验方法与实践"

摘　　要：目的借助眼动仪深入研究不同浏览目的的消费者在不同风格网店浏览的眼动指标和特征,并探索二者对购物意向的影响。方法以视力正常的54名大学生为被试,采用实验为2(网店风格:常规和新颖)×2(浏览目的:有任务和无任务)混合设计。结果网店风格与浏览目的交互作用对消费者购物意向影响显著;浏览目的不同,被试对各网店元素的关注度不同;无特定目的驱动时,设计独特新颖、有着时尚元素的网店更受消费者喜爱。结论网页设计要注意信息量与结构的安排;重要元素要采用色彩艳丽、对比强烈等设计手段;增添一些时尚或者服饰搭配信息是网络商店提高顾客满意度和忠诚度的有效手段。Objective To explore the effect of semantic- radical family on Chinese character recognition in lexical decision task. Methods A design of 2（ family size） × 2（ character frequency） was used in Experiment 1. The presence of higher frequency characters was manipulated in Experiment 2. A lexical decision task was adopted in both experiments,and the data on accuracy and reaction times were collected. Results Experiment 1 revealed that family size effect depended on character frequency. For high- frequency characters,responses were faster and more accurate in the condition of large family. In contrast,for low- frequency characters,longer reaction times and more errors were found in the condition of large family. Experiment 2 showed that the response for characters with HFNs was slower than that for characters without HFNs,suggesting HFNs inhibited character recognition. Conclusion Family size and higher frequency characters affected Chinese character recognition. Moreover,family size effect might be influenced by character frequency.

关 键 词：网络商店 网站风格 消费者购物意向 眼动研究 营销心理学 电子商务 

分 类 号：F27[经济管理—企业管理] B849[经济管理—国民经济]