电商网页风格对消费心理影响的眼动研究——基于不同性别大学生的分析  

An eye-movement study on the influence of e-commerce webpage style on the consumption psychology of college students of different genders

作　　者：王磊阳 Wang Leiyang(Department of Education,Yunnan Normal University,Kunming 650500)

机构地区：[1]云南师范大学教育学部,昆明650500

出　　处：《北方经贸》2022年第9期44-48,75,共6页Northern Economy and Trade

摘　　要：通过眼动技术,测量男女被试大学生浏览不同电商网页时的眼动数据,研究网页风格和被试的性别因素对电商网页效果以及大学生消费心理状况的影响,从而为电商企业如何适应大学生消费群体网购的心理特征提出具有参考性的指导措施,以期为电商企业和大学生消费群体创建双赢的格局。Through eye-movement technology,we measured the eye-movement data of male and female college students browsing different e-commerce webpages,and studied the influence of webpage style and gender on the effect of e-commerce webpages and college students’ consumption psychology,so as to propose reference measures for e-commerce enterprises to adapt to the psychological characteristics of college students’ online shopping,and create a win-win relationship between e-commerce enterprises and college consumers.

关 键 词：电商网页风格 大学生 消费心理 性别 眼动 

分 类 号：F713.55[经济管理—市场营销]