基于场独立/场依存认知风格的消费者信息搜寻效率研究  

Research on Information Search Efficiency of Consumers Based on Their Cognitive Style of Field-Independence/Field-Dependence

作　　者：孙林辉[1,2] 杨露 袁晓芳[1,2] 董韵玉 Sun Linhui

机构地区：[1]西安科技大学管理学院,陕西西安710054 [2]西安科技大学人因与管理工效学研究中心,陕西西安710054

出　　处：《情报理论与实践》2023年第4期122-130,共9页Information Studies:Theory & Application

基　　金：国家自然科学基金青年项目“移动互联网下基于消费者跨渠道购买行为的多渠道整合策略研究”的成果,项目编号:71701025。

摘　　要：[目的/意义]探究认知风格对消费者网购信息搜寻效率的影响,为电子商务网站信息搜寻系统的个性化设计与优化提供借鉴。[方法/过程]运用E-prime软件和眼动设备开展两组复杂度不同的实验,对眼动参数、正确率、反应时等数据进行处理和分析,验证认知风格和任务复杂度对消费者网购模拟界面信息搜寻效率的影响差异。[结果/结论]任务复杂度对信息搜寻反应时和正确率影响显著;认知风格对信息搜寻反应时影响显著,对正确率影响不显著,且场独立型消费者的平均反应时和平均正确率均低于场依存型消费者;眼动指标中注视点、注视时间和回视次数能辅助解释消费者信息搜寻效率产生差异的原因。[Purpose/significance]To explore how cognitive style affects consumers’online shopping information search efficiency,and provide a reference for personalized design and optimization of the information search systems on e-commerce websites.[Method/process]The e-prime software and eye movement equipment were used to carry out two groups of experiments with different levels of complexity,and the relative data such as eye movement data,accuracy,and reaction time were recorded and analyzed to verify the different effects of cognitive style and task complexity on information search efficiency of consumers’online shopping simulation interface.[Result/conclusion]Task complexity had a significant impact on response time and accuracy of information search.The cognitive style had a significant effect on the reaction time in search efficiency,but the effect on accuracy was not significant.And the average reaction time and average accuracy of field independent consumers are lower than those of field dependent consumers.Eye movement indicators,such as fixation point,fixation time,and the number of looking back,can help explain the differences in the information search efficiency of consumers.

关 键 词：认知风格 场独立 场依存 信息搜寻效率 任务复杂度 

分 类 号：G252.7[文化科学—图书馆学]