网页搜索列表产品图片复杂度对用户注意的影响研究-基于眼动数据的分析  

The effect of product image complexity on user attention in web search listings-an analysis based on eye-movement data

作　　者：叶许红[1] 张庆港 胡林枫 YE XUHONG;ZHANG QINGGANG;HU LINFENG(School of Management Zhejiang University of Technology,Hangzhou Zhejiang 310023,China)

机构地区：[1]浙江工业大学管理学院,浙江杭州310023

出　　处：《西安电子科技大学学报（社会科学版）》2023年第3期1-11,共11页Journal of Xidian University：Social Science Edition

基　　金：国家自然科学基金(72071180、72002202、71942004);教育部人文社会科学基金青年项目(20YJC630040);浙江省哲学社会科学规划课题(22NDJ C054YB)。

摘　　要：在网络购物中,消费者会根据搜索列表中产品图片信息对商品进行评估和筛选,如何提高商品被点击概率是每个商家考虑的重要问题。许多商家设计产品图片如编辑图文信息和色彩等提高产品图片复杂度以提高产品点击率。现有研究认为视觉复杂度是影响用户认知和行为的关键因素。在网页搜索列表情境下,产品图片的视觉复杂度如何影响用户注意等决策行为存在诸多研究空白。本文从元素复杂度和色彩复杂度两个维度考察了在搜索结果列表页面中产品图片复杂度对消费者注意的影响作用。研究设计3(元素复杂度低、中、高)×2(色彩复杂度低和高)被试内眼动实验收集数据,运用重复测量方差分析进行数据处理。结果表明,相对于中、低元素复杂度的产品图片,被试对高元素复杂度情况下的产品图片的注视次数和注视时长显著提升;相对于低色彩复杂度的产品图片,被试对高色彩复杂度的产品图片的注视次数和注视时长显著提升。本研究扩展了视觉复杂度理论,将色彩复杂度和元素复杂度结合,共同探讨了在网页搜索结果列表新情境中产品图片复杂度对消费者注意的影响作用。本研究为网购页面产品图片设计和管理实践提供了理论指导和设计策略。Online consumers evaluate and choose products based on product picture information of search list pages.How to improve the product click rates is an important issue for each merchant.Many merchants design online product pictures such as editing text information,graphic information and various colors to increase product image complexity for improving product click-through rates.Prior research considers visual complexity as a key factor influencing user cognition and behavior.In the context of web search listings,there are many research gaps on how visual complexity of product pictures affects user attention and other decision-making behaviors.With analysis of element complexity and color complexity,this paper examined the effect of product picture complexity on consumer attention in the search result listing page context.The within-subject eye-tracking experiment study was designed with 3(low,medium,and high element complexity)*2(low and high color complexity)product picture scenarios and repeated ANOVA was used to analyze the data.The results show that subject fixation count and fixation duration were significantly higher for high element complexity of product pictures than those for medium and low element complexity contexts.Compared with low color complexity of product pictures,subject fixation count and fixation duration were significantly higher in high color complexity context of product pictures.This study extends visual complexity theories by combining element complexity and color complexity to jointly explore the effect of product picture visual complexity on consumer attention in the web search result listing contexts.This study could provide some theoretical guidances and design strategies for online web page designers and managers to design and choose more attention-grabbing product pictures.

关 键 词：视觉复杂度 用户注意力 眼动追踪实验 电子商务 

分 类 号：F713.365.2[经济管理—产业经济]